Three updates to customer lifecycle goals to help you win the holiday season

In this holiday season, shoppers are constantly streaming, scrolling, shopping and searching – which makes it challenging to meet your campaign goals if you can’t distinguish between new and existing customers. We know your engagement strategy needs to align with your business objectives. That’s why today, we’re introducing more precise ways to express how campaigns should acquire and re-engage customers across Performance Max, Shopping, Search, Demand Gen campaigns.

1. New Customer High Value Mode helps you find your next best new customer:

Since we launched New Customer High Value Mode for Search and Performance Max, advertisers have used it to bid strategically for high-value new customers while keeping their regular reach intact. We’re excited to extend this capability to Shopping campaigns, giving you even more control over how you promote your products while prioritizing reaching new audiences.

2. Keep your customers engaged with Retention Goals:

The holidays are the perfect time to re-engage your customer base. But we know that not every customer is built in equal value, or shown in the same way in your CRMs. Following successful betas, we’re making retention goals available more broadly across campaigns. They each help you with a different part of your customer journey:

• To win back those disengaged customers who have fallen off the radar, use Re-engagement Mode. It allows your campaigns to prioritize customers that haven’t placed an order in a while, while still running your ads for your main target audience.
• To specifically engage members of your customer loyalty programs use Loyalty Mode. It’s built to allow you to show member-only pricing, or specific messages that will resonate with people who are already part of your branded community.
• And finally, to focus your campaigns on these goals, Retention Only Mode lets you run campaigns that are fully dedicated to customer retention, only reaching the key segments of your customer base that you specify.
  

3. Meet your cost of acquisition goals with Percentage Multipliers

When you’re trying to win over new or returning customers, you want your bids to match the value they’ll bring in. But with products that range in value, using a flat dollar boost for your bids might not always give you the right balance. To give you more flexibility, we’re rolling out a new option from beta: percentage multipliers.

This lets your bids scale naturally with the size of the customer’s shopping cart. For example, Elea’s jewelry shop sets a 20% (1.2x) boost, their bids will scale proportionately—giving them the flexibility to bid just as aggressively for a $500 cart as they would for a $50 cart. It’s a simple way to make sure they’re bidding high enough to land new customers at all order sizes.

Putting these goals into action