If you want to know the value of getting new customers, which setting in a Performance max campaign will help you do that?
Correct Answer
The customer acquisition setting
Key takeaways
The customer acquisition setting assigns extra value to first-time buyers.
Without it, repeat and new customers are weighted identically.
It can bid higher for new customers or optimise only for them.
Why is this the correct answer?
The customer acquisition setting is how a Performance Max campaign is told that a first-time buyer is worth more than a repeat one. You supply the value you place on winning a new customer, and the bidding then weights new-customer conversions accordingly — either bidding higher for them, or optimising exclusively for them. Without it the campaign treats every conversion identically, which quietly favours cheap repeat purchases from people who would have bought anyway.
Why are the other options wrong?
The customer retention setting
Customer retention is not the setting here. The question is about valuing acquisition of new customers.
The customer focus setting
There is no customer focus setting in Performance Max.
The customer selection setting
There is no customer selection setting. Audience influence is supplied through audience signals.
Frequently asked questions about this topic
How does the campaign know who is an existing customer?
From your customer data — typically a customer list uploaded to Google Ads, and conversion history on the account. The quality of that list directly determines how well the setting works, since anyone missing from it looks like a new customer.
How should I decide the new-customer value?
From what a customer is worth over time rather than on the first order. If a typical customer buys several times, the acquisition value should reflect that lifetime figure, not the margin on one transaction.
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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