Setting New Buyer Acquisition Objectives

Google lately rolled out its latest purpose kind to advertisers: buyer acquisition objectives.

The client acquisition purpose effectively finds new clients by way of completely different Google Advertisements marketing campaign varieties primarily based on advertising goals.

In its current tutorial video, Google broke down how the brand new buyer acquisition purpose capabilities and modes of assist.

How The Buyer Acquisition Objective Works

New clients are decided through three sources of information:

  • Buyer Match lists (first-party information)
  • Google tag
  • Auto-detection alerts

Google helps two completely different buyer acquisition modes:

  • New Buyer Worth mode. Bid increased for brand spanking new clients than for present clients. The retail and on-line gross sales goals are supported with this feature.
  • New Buyer Solely mode. Solely bid for brand spanking new clients. The retail, on-line gross sales, and lead gen goals are supported with this feature.

The client acquisition purpose could be arrange for brand spanking new and present campaigns.

Setting Up The Objective For New Efficiency Max Campaigns

Choosing the client acquisition purpose for a brand new Efficiency Max marketing campaign occurs through the marketing campaign development.

First, choose Efficiency Max because the marketing campaign kind and identify the marketing campaign.

The second step is to set the bid, which is the place the brand new acquisition purpose kind is.



How to select the customer acquisition goal type in Google Ads.Picture credit score: Google,, April 2023

If Utilizing the ‘New Buyer Worth’ Mode

As soon as the client acquisition field above is checked, it would immediate the advertiser to select from present viewers segments.

After the audiences are chosen, a price should be assigned for buyer acquisition.

The worth is assigned to new buyer conversions, which helps Good Bidding to optimize in direction of new clients.

Using the new customer acquisition goal in Google Ads.Picture Credit score: Google,, April 2023

Google recommends setting the worth to a brand new buyer’s anticipated future natural income for optimum outcomes.

As soon as the worth is ready, proceed establishing the Efficiency Max marketing campaign as standard.

If Utilizing the ‘New Buyer Solely’ Mode

The method of including the client acquisition purpose is similar as above, besides selecting this feature as a substitute:

  • “Solely bid for brand spanking new clients.”

This narrows the focusing on all the way down to discovering new clients solely.

Google recommends establishing a separate marketing campaign for present clients to not slim the attain an excessive amount of. ROAS targets ought to differ between the 2 campaigns primarily based on consumer conduct and historic efficiency.

Setting Up The Objective For Present Campaigns

The client acquisition purpose is accessible for these present marketing campaign varieties:

  • Efficiency Max
  • Search
  • Video Motion

#1: Configure Buyer Acquisition Objective in Conversions

To do that, navigate to “Instruments & Settings” >> “Conversions” >> “Buyer Acquisition – Arrange”

Set customer acquisition goal within Conversions setting in Google Ads.Picture credit score: Screenshot taken by writer, April 2023

The purpose setup is similar because the earlier directions:

  1. Choose present buyer lists
  2. Set the worth assigned to buyer acquisition

That is now arrange on the account stage and out there so as to add to present campaigns.

#2: Configure Buyer Acquisition Objective in Marketing campaign

First, select the marketing campaign that will likely be utilizing the brand new purpose kind. Click on on the “Settings” tab on the left-hand menu bar.

Then, choose the “buyer acquisition” field, which can open up the purpose panel.

Configure the customer acquisition goal type in existing campaigns.Picture credit score: Google,, April 2023

Lastly, choose the suitable buyer acquisition kind for the actual marketing campaign, then click on “Save.”

How To Measure New Buyer Efficiency

The reporting upgrades are among the many most fun updates in regards to the buyer acquisition purpose kind.

A brand new column for “New clients” is accessible within the Google Advertisements on-line interface.

New Customers column in Google Ads interface.Picture credit score: Google,, April 2023

The ‘New clients’ column reveals the variety of new clients acquired by every marketing campaign kind utilizing the purpose.

Along with the brand new reporting out there, it helps calculate key metrics resembling Buyer Acquisition Value.


Google’s latest buyer acquisition purpose helps advertisers be extra strategic with their advertising {dollars}.

By balancing the necessity for brand spanking new clients and key enterprise metrics resembling ROAS or profitability, the client acquisition purpose helps drive new clients whereas nonetheless hitting these objectives.

Watch the complete Google Advertisements tutorial right here.

Featured Picture: Andrey_Popov/Shutterstock