Google has released a major update to Demand Gen campaigns, introducing New Customer Acquisition (NCA) goals that are now live. This update allows advertisers to target new customers more effectively within Demand Gen campaigns.
What’s New?
- New Customer Only Mode: Bids exclusively on new customers, recommended for brands with strict budgets dedicated to acquiring new customers.
- New Customer Value Mode: Bids higher for new customers compared to existing ones, ideal for purchase conversion goals focused on growth.
This enhancement positions Demand Gen as a stronger component within Google’s “Power Pack,” emphasizing its role as a mid to mid-lower funnel channel.
Should You Use It?
- Value Mode: Recommended for those optimizing for purchases; testing is advised.
- New Customer Only Mode: Suitable for teams prioritizing incremental growth with strict new customer acquisition budgets; testing is encouraged.
Careful rollout is advised—test the update, monitor Assisted Conversion behavior, and adjust strategies accordingly.
