Setting New Customer Acquisition Goals in Google Ads

 This tutorial walks users through setting up the new Google Ads customer acquisition goal for both fresh and running campaigns.

Highlights

• Google adds customer acquisition goals for ads, allowing for better customer targeting.
• New Customer Value and New Customer Only are the two available modes, each supporting a different objective.
• The new "New customers" reporting column in the Google Ads interface aids in the computation of customer acquisition costs.

Customer acquisition goals are the newest goal type that Google recently made available to advertisers.

Based on marketing objectives, the customer acquisition goal effectively locates new customers using various Google Ads campaign types.

Google recently released a tutorial video in which it explained the operation and support options for the new customer acquisition goal.

How To Achieve The Customer Acquisition Goal

Three types of data are used to determine new clients:

• (First-party Data) Customer Match Lists
• Auto-detection signals for
•  Google tags

Google offers two different methods for acquiring customers:

• Mode for New Customer Value. Offer more for potential customers than for current ones. With this choice, the retail and online sales objectives are supported.
• Only New Customers mode. Only offer for brand-new clients. This option supports the retail, online sales, and lead generation objectives.

It is possible to set up the customer acquisition goal for both new and ongoing campaigns.

Defining the New Objective 

Performance Max Advertising

During the campaign construction phase of a new Performance Max campaign, the customer acquisition goal is chosen.

First, give the campaign a name and choose Performance Max as the campaign type.

The new acquisition goal type is used in the second step, which is to set the bid.

Image credit: Google, YouTube.com, April 2023

Whenever the 'New Customer Value' mode is used

The advertiser will be given the option to select from pre-existing audience segments once the customer acquisition box up top is checked.

Following the selection of the audiences, a value for customer acquisition needs to be determined.

Conversions from new customers are given a value that aids in Smart Bidding's optimization for new clients.

Image Credit: Google, YouTube.com, April 2023

For best results, Google advises setting the value to the anticipated future organic revenue of a new customer.

Proceed with the regular setup of the Performance Max campaign after the value has been set.

Whenever You Use the "New Customer Only" Mode

The steps for adding the customer acquisition goal are the same as those mentioned above, with the exception of selecting this option:

• "Select only new clients to bid on."

This focuses the targeting solely on acquiring new clients.

For current customers, Google advises creating a different campaign in order to avoid drastically limiting the audience. Based on user behavior and past performance, the two campaigns' ROAS targets should be different.

Determining the Objective of Current Campaigns

The following current campaign types are able to use the customer acquisition goal:

Action #1 for Performance Max Search Video: Set the Customer Acquisition Goal in Conversions

Go to "Tools & Settings" >> to accomplish this. "Movements" >> A "Customer Acquisition - Set up"

Image credit: Screenshot taken by author, April 2023

The objective configuration is the same as in the earlier guidelines:

1. choose current customer lists
2. Establish the cost associated with acquiring new clients.

This can now be added to already-running campaigns and is configured at the account level.

#2: Set the Campaign's Customer Acquisition Goal

Selecting the campaign to use the new goal type should come first. On the left menu bar, select the "Settings" tab.

Next, choose the "customer acquisition" box to display the goal panel.

Image credit: Google, YouTube.com, April 2023

Finally, choose the best customer acquisition strategy for the current campaign before clicking "Save."

How to Evaluate the Performance of New Clients

Among the most exciting updates regarding the customer acquisition goal type are the upgrades to the reporting.

In the Google Ads online interface, a new column labeled "New customers" is available.

Image credit: Google, YouTube.com, April 2023

The number of new customers attracted by each campaign type using the goal is displayed in the "New customers" column.

It aids in the calculation of important metrics like Customer Acquisition Cost in addition to the new reporting that is available.

In brief

Google's most recent goal for customer acquisition enables marketers to spend their marketing budgets more wisely.

The customer acquisition goal helps drive new customers while still meeting those goals by striking a balance between the need for new customers and important business metrics like ROAS or profitability.