Google Ads has added new customer retention controls for loyalty program members, giving advertisers more flexibility when optimizing campaigns for existing customers.
Advertisers can now bid higher specifically for loyalty program members, separately from the existing option to adjust bidding for lapsed customers. Another setting lets advertisers show member benefits to loyalty program members in eligible countries.
Google Ads API v25 also supports dedicated loyalty campaign goals, allowing advertisers to manage these retention settings programmatically.
This update was uncovered by Arpan Banerjee.