Google Ads is giving advertisers a way to increase the bidding value of new customers in proportion to their orders. Percentage multipliers are leaving beta during October, so the extra value assigned to a large basket can grow with it instead of receiving the same fixed bonus as a small purchase.
Google’s customer lifecycle announcement covers Search, Shopping, Performance Max and Demand Gen, in both Google Ads and Search Ads 360. The rollout also brings additional ways to prioritize valuable prospects and reconnect with existing customers.
A percentage changes which orders get the bigger boost
Consider an illustrative retailer applying a $15 extra bidding value to both a $30 purchase and a $300 purchase. That is a 50% increase on the smaller order and a 5% increase on the larger one.
With a 20% adjustment, the extra values would instead be $6 and $60. The proportional approach preserves the relationship between basket sizes, whereas the flat amount gives the smaller order a much larger relative boost.
The choice depends on why acquiring that customer is valuable. A percentage fits an assumption that future value rises with order size; a flat amount fits an equal extra value per customer. Neither assumption comes from the multiplication itself.
As with Google’s separate product-value bidding controls, this changes what the bidding system is asked to pursue. Google’s reporting definition says additional new-customer value can enter the conversion value used for optimization, so adjusted value needs to stay distinguishable from sales revenue.
Winning customers back gets separate controls
Google is extending New Customer High Value Mode to Shopping after its earlier availability in Search and Performance Max. It prioritizes prospects resembling valuable existing customers while preserving ordinary campaign reach.
Retention goals are rolling out more broadly to Performance Max, Search and Shopping. Re-engagement Mode prioritizes customers who have stopped ordering; Loyalty Mode supports messages and offers for members. Retention Only Mode confines a campaign to the specified customer segments.
Google’s help reference still lists narrower campaign eligibility for some settings. Check which controls have reached the account before planning a launch around the announcement.
Your customer lists determine who receives the priority
The setup requirements call for at least 100 active list members on one network. High-value and lapsed-customer settings depend on the corresponding customer lists rather than Google’s automatic new-customer detection.
A retailer moving from a flat bonus can therefore check both the value assumption and the audience definition before changing bids. Otherwise, a more carefully scaled adjustment can still be applied to a poorly defined group of customers.
Source: Google
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