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Setting New Buyer Acquisition Objectives

Google not too long ago rolled out its latest objective kind to advertisers: buyer acquisition objectives.

The shopper acquisition objective effectively finds new clients by means of totally different Google Advertisements marketing campaign varieties primarily based on advertising and marketing goals.

In its latest tutorial video, Google broke down how the brand new buyer acquisition objective features and modes of assist.

How The Buyer Acquisition Objective Works

New clients are decided through three sources of information:

  • Buyer Match lists (first-party knowledge)
  • Google tag
  • Auto-detection indicators

Google helps two totally different buyer acquisition modes:

  • New Buyer Worth mode. Bid greater for brand new clients than for current clients. The retail and on-line gross sales goals are supported with this feature.
  • New Buyer Solely mode. Solely bid for brand new clients. The retail, on-line gross sales, and lead gen goals are supported with this feature.

The shopper acquisition objective could be arrange for brand new and current campaigns.

Setting Up The Objective For New Efficiency Max Campaigns

Choosing the client acquisition objective for a brand new Efficiency Max marketing campaign occurs throughout the marketing campaign development.

First, choose Efficiency Max because the marketing campaign kind and identify the marketing campaign.

The second step is to set the bid, which is the place the brand new acquisition objective kind is.



How to select the customer acquisition goal type in Google Ads.Picture credit score: Google,, April 2023

If Utilizing the ‘New Buyer Worth’ Mode

As soon as the client acquisition field above is checked, it’ll immediate the advertiser to select from current viewers segments.

After the audiences are chosen, a worth have to be assigned for buyer acquisition.

The worth is assigned to new buyer conversions, which helps Sensible Bidding to optimize in direction of new clients.

Using the new customer acquisition goal in Google Ads.Picture Credit score: Google,, April 2023

Google recommends setting the worth to a brand new buyer’s anticipated future natural income for optimum outcomes.

As soon as the worth is ready, proceed organising the Efficiency Max marketing campaign as traditional.

If Utilizing the ‘New Buyer Solely’ Mode

The method of including the client acquisition objective is similar as above, besides selecting this feature as an alternative:

  • “Solely bid for brand new clients.”

This narrows the focusing on right down to discovering new clients solely.

Google recommends organising a separate marketing campaign for current clients to not slim the attain an excessive amount of. ROAS targets ought to differ between the 2 campaigns primarily based on consumer habits and historic efficiency.

Setting Up The Objective For Present Campaigns

The shopper acquisition objective is on the market for these current marketing campaign varieties:

  • Efficiency Max
  • Search
  • Video Motion

#1: Configure Buyer Acquisition Objective in Conversions

To do that, navigate to “Instruments & Settings” >> “Conversions” >> “Buyer Acquisition – Arrange”

Set customer acquisition goal within Conversions setting in Google Ads.Picture credit score: Screenshot taken by creator, April 2023

The objective setup is similar because the earlier directions:

  1. Choose current buyer lists
  2. Set the worth assigned to buyer acquisition

That is now arrange on the account stage and accessible so as to add to current campaigns.

#2: Configure Buyer Acquisition Objective in Marketing campaign

First, select the marketing campaign that will likely be utilizing the brand new objective kind. Click on on the “Settings” tab on the left-hand menu bar.

Then, choose the “buyer acquisition” field, which can open up the objective panel.

Configure the customer acquisition goal type in existing campaigns.Picture credit score: Google,, April 2023

Lastly, choose the suitable buyer acquisition kind for the actual marketing campaign, then click on “Save.”

How To Measure New Buyer Efficiency

The reporting upgrades are among the many most fun updates in regards to the buyer acquisition objective kind.

A brand new column for “New clients” is on the market within the Google Advertisements on-line interface.

New Customers column in Google Ads interface.Picture credit score: Google,, April 2023

The ‘New clients’ column exhibits the variety of new clients acquired by every marketing campaign kind utilizing the objective.

Along with the brand new reporting accessible, it helps calculate key metrics corresponding to Buyer Acquisition Price.


Google’s latest buyer acquisition objective helps advertisers be extra strategic with their advertising and marketing {dollars}.

By balancing the necessity for brand new clients and key enterprise metrics corresponding to ROAS or profitability, the client acquisition objective helps drive new clients whereas nonetheless hitting these objectives.

Watch all the Google Advertisements tutorial right here.

Featured Picture: Andrey_Popov/Shutterstock



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