Google has introduced new customer lifecycle goals across various campaign types to enhance holiday season marketing efforts. These updates apply to Performance Max, Shopping, Search, and Demand Gen campaigns.
New Customer High Value Mode is now available for Shopping campaigns. It allows advertisers to bid strategically for high-value new customers while maintaining regular reach. This feature was previously exclusive to Search and Performance Max.
Retention Goals, including Re-engagement Mode, Loyalty Mode, and Retention Only Mode, are designed to help advertisers re-engage their existing customer base. These are now more broadly available across campaigns, assisting different parts of the customer journey. Here’s a screenshot shared by Vivek Gupta.
Also introduced are Percentage Multipliers, which let bids scale naturally with the size of a customer’s shopping cart. This feature, rolling out this month, is available for campaigns in Google Ads and SA360. See the screenshot below, shared by Ginny Marvin.
Read the official announcement here: Three updates to customer lifecycle goals to help you win the holiday season.