Which Performance max campaign setting will help you determine the value of getting new customers?
Correct Answer
The customer acquisition setting helps you determine the value of acquiring new customers.
Key takeaways
The customer acquisition setting assigns extra value to first-time buyers.
It can bid higher for new customers, or target them exclusively.
Without it, new and repeat conversions are weighted the same.
Why is this the correct answer?
The customer acquisition setting is where you tell the campaign what a first-time buyer is worth. Supplying that value lets the bidding weight new customers above repeat ones, or pursue new customers exclusively, rather than treating every conversion identically. Without it the campaign naturally drifts towards cheap repeat purchases from people who were likely to buy anyway.
Why are the other options wrong?
The customer retention setting helps you determine the value of acquiring new customers.
Customer retention is not this setting. The question concerns valuing the acquisition of new customers.
The customer focus setting helps you determine the value of acquiring new customers.
There is no customer focus setting in Performance Max.
The customer selection setting helps you determine the value of acquiring new customers.
There is no customer selection setting. Audience influence is supplied through audience signals.
Frequently asked questions about this topic
What value should I assign to a new customer?
What they are worth over their whole relationship with you, not the margin on the first order. If customers typically return several times, an acquisition value based only on the first purchase will undervalue them badly.
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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