Google has announced New Prospects Mode, designed to help advertisers reach audiences unaware of their brands. This mode focuses on users who have not interacted with the brand or its offerings.
Unlike traditional New Customer Acquisition, which targets anyone who hasn’t made a purchase, Prospects Mode specifically aims to engage ‘cold’ audiences. It utilizes automated exclusions to filter out users who have:
- Purchased from you (via Customer Match & Tags)
- Searched for your brand terms
- Visited your website or app
- Engaged with your content or ads on Google and YouTube.
It will be available in Performance Max, Search, Shopping campaigns, and Demand Gen.
Read the official announcement here: New Customer Acquisition modes.