Google Ads has rolled out new tactics for Performance Max campaigns, focusing on customer acquisition and retention.
Advertisers can optimize for high-value new customers and for customer retention.
The customer retention objective let advertisers adjust the bidding to help win back lapsed customers. Advertisers must add an incremental conversion value for lapsed customers, and audience segments for current high value customers.
These updates aim to reduce churn rates, increase customer loyalty, and target new and existing customers better.
This news was spotted by Mihai-Adrian Ciurea.
