Setting New Customer Acquisition Goals


Google just lately rolled out its latest aim kind to advertisers: buyer acquisition objectives.

The client acquisition aim effectively finds new clients via completely different Google Advertisements marketing campaign varieties primarily based on advertising goals.

In its current tutorial video, Google broke down how the brand new buyer acquisition aim capabilities and modes of help.

How The Buyer Acquisition Purpose Works

New clients are decided by way of three sources of knowledge:

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

Google helps two completely different buyer acquisition modes:

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

The client acquisition aim may be arrange for brand new and current campaigns.

Setting Up The Purpose For New Efficiency Max Campaigns

Choosing the client acquisition aim for a brand new Efficiency Max marketing campaign occurs through the marketing campaign development.

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

The second step is to set the bid, which is the place the brand new acquisition aim 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 the 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 about, proceed organising the Efficiency Max marketing campaign as typical.

If Utilizing the ‘New Buyer Solely’ Mode

The method of including the client acquisition aim is identical as above, besides selecting this selection 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 conduct and historic efficiency.

Setting Up The Purpose For Current Campaigns

The client acquisition aim is offered for these current marketing campaign varieties:

  • Efficiency Max
  • Search
  • Video Motion

#1: Configure Buyer Acquisition Purpose 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 aim setup is identical because the earlier directions:

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

That is now arrange on the account degree and obtainable so as to add to current campaigns.

#2: Configure Buyer Acquisition Purpose in Marketing campaign

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

Then, choose the “buyer acquisition” field, which is able to open up the aim 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 concerning the buyer acquisition aim kind.

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

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

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

Along with the brand new reporting obtainable, it helps calculate key metrics resembling Buyer Acquisition Value.


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

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

Watch the complete Google Advertisements tutorial right here.

Featured Picture: Andrey_Popov/Shutterstock


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