Google have rolled out Demand Gen new customer acquisition (NCA) goals.
New customer value mode
What’s new?- If you’re only focused on incremental growth with a strict budget and campaign strategy. It adds value to conversions from new customers as well as existing ones.
When to use?- This strategy helps to maximise revenue from all customers, as well as trying to acquire new ones.. You can still choose to bid higher for new customers than existing ones by allowing advertisers to set a specific value per purchase.
New customers only mode
What’s new?- Test if you’re optimising towards purchases. The campaign on this strategy will only bid for customers who are identified as new to your business.
When to use?- This is best for businesses focusing on growth and revenue when acquiring new customers with often with one-off purchases or lead generation campaigns.
