Google Ads Expands Customer Lifecycle Goals to Shopping and Search

Google Ads is expanding Customer Lifecycle Goals to include Shopping campaigns in addition to Search, allowing advertisers to optimize bidding based on the expected value of new and existing customers. The updates include High Value Acquisition for Shopping campaigns, which directs bidding towards new customers Google expects to have higher value, and broader retention options such as Re-engagement, Loyalty, and Retention Only.

Additionally, Google is introducing Percentage Multipliers that can adjust bids according to anticipated order value. Ecommerce advertisers will benefit from this change as it allows for a more integrated approach to finding valuable new customers, re-engaging lapsed buyers, and prioritizing retention across Google Ads campaign activity.

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