What goal in a Performance max campaign will help you get new customers?
Correct Answer
Customer acquisition
Key takeaways
Customer acquisition directs the campaign towards first-time buyers.
You assign a value to a new customer for the bidding to use.
Without it, repeat conversions are weighted the same as new ones.
Why is this the correct answer?
Customer acquisition is the goal that directs a Performance Max campaign towards people who have not bought from you before. You assign a value to winning a new customer, and the bidding then either weights new customers above repeat ones or pursues them exclusively. Without it the campaign treats all conversions identically, which tends to favour cheap repeat purchases from existing buyers.
Why are the other options wrong?
Customer retention
Customer retention concerns keeping existing customers, which is the opposite of the goal here.
Customer focus
There is no customer focus goal in Performance Max.
Customer selection
There is no customer selection goal. Audience influence comes through audience signals.
Frequently asked questions about this topic
What does the campaign use to recognise an existing customer?
Your customer data — typically an uploaded customer list plus conversion history on the account. Anyone missing from that list looks like a new customer, so list completeness directly affects how well the setting works.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
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