- In the “Bidding” section, select a bid strategy.
- Conversions: If you check the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter.
- Conversion Value: If you check the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter.
- (Optional) Under "Customer acquisition", check the "Bid for new customers only" checkbox if you want to refine your target audience, regardless of bid strategy. Learn more About the new customer acquisition goal.
- Note: To bid for new customers, you'll need to include an audience segment with at least 1,000 active members in at least one network.
- If you choose to optimize your store goals campaign for acquiring new customers, note that the campaign will serve to new customers based on:
- Past online purchase conversions.
- Existing customer lists shared through “Customer Match”.
You can find details of new customer acquisition in the “Conversions Summary Acquisition” panel. Note that the only mode that’s compatible with store goals is the "New customer only" mode. If you select "New customer value", the campaign won’t optimize towards new customer acquisition and will run as a standard Performance Max campaign.
Set your bid strategy
Based on your goals, Performance Max will help set the right bids for every auction to optimize your campaign.
- If you’re tracking values with your conversions, it’s recommended that you use the “Maximize conversion values” bid strategy.
- If you aren’t tracking values and care about all of your conversions equally, consider the “Maximize conversions” bid strategy.
- If you want your campaign to try to meet your Target ROAS, select "Maximize Conversion Values" and check the checkbox for "Set a target return on ad spend".
- If you want your campaign to try to meet your Target CPA, select "Maximize Conversions" and check the checkbox for "Set a target cost per action".
Learn how to Choose your bid and budget.
Set your customer acquisition preferences
You can optimize your campaign to acquire new customers. By default, your campaign bids equally for new and existing customers by default, but you can specify if new customers are worth more to your business using this setting.
Learn more About the new customer acquisition goal.