Understanding that new customers bring long term revenue to their business, the brand wanted to increase the number of first time orders each month from the Google Ads channel. They sought an opportunity to use the channel to efficiently acquire new customers within a set return on ad spend goal (ROAS) and cost per new customer acquisition (CAC) goal.
We identified Performance Max as an untapped campaign type that could expand our new customer acquisition (NCA) efforts in a high volume way. This goal-based campaign type would allow us to access all ad inventory from a single campaign, while only bidding for new customers. As part of the campaign targeting, we created audience signals using custom intent keywords, paired with remarketing lists. These signals gave the campaign the right combination of a desired "avatar" to target potential new customers who would be most likely to convert.
Using a mix of video, images, headlines, descriptions, and shopping listings, the audience signal was armed with every asset needed to serve on any ad type. The campaign incentivized users to convert with a rare % off discount on first orders.
Month Over Month Growth
The New Customer Acquisition Performance Max campaign brought in 1,352 additional new customers and over $125K in first order revenue within the first 5 months of launch.
Next Steps & Ongoing Strategy:
The campaigns continue to acquire customers within the client's CAC goal, allowing us to scale and grow the campaign even further with new audience signals. Performance Max remains one of the most successful campaign types for acquiring new customers for the brand, at a profitable CAC.