Google Smart Shopping Beta Testing New Customer Only Goal
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Google Smart Shopping Beta Testing New Customer Only Goal


Google’s Smart Shopping product is beta testing a new Conversion goal: New Customer Acquisition. Dubbed “NCA,” this new goal type allows advertisers to set Smart Shopping campaigns to optimize towards acquiring new customers specifically.

The information appeared on LinkedIn today, via Steven Johns, a digital marketing consultant at Door4:

Google Smart Shopping Beta Testing New Customer Only Goal

What is Smart Shopping?

Unlike manually-managed Shopping campaigns in Google, Smart Shopping automates the campaign by using its machine learning to distribute and test ads on its own. It still utilizes the feed-based data in a normal Shopping campaign, and your ads are eligible to be shown across search, display, YouTube, and Gmail.

Tag Installation for New Customer Acquisition

For the system to know whether or now a user is new, there are three things taken into consideration:

  • Google’s Native Data: uses a 540 day lookback window based on its own data. This will automatically happen when the NCA Goal is chosen.
  • Self-Reported Data: Advertisers can tag new customers with a combination of the Global Site Tag and new customer parameters.
  • First-Party List: Advertisers can upload their customer list to Google Ads

Google recommends advertisers utilize all three for the highest possible accuracy.

Google Smart Shopping Beta Testing New Customer Only Goal

 

The new customer parameter is implemented in the following way:

Google Smart Shopping Beta Testing New Customer Only Goal

The new tag can also be set up for App campaigns, via Firebase.

Calculating Total Conversion

The value of a new customer is used in tandem with the purchase value to determine the Total Conversion Value. This value will will be used in determining bidding, and input when you set up your Campaign.

Since the bid strategy of Smart Shopping Campaigns is to maximize conversion value, it will rely on the Total Conversion Value you calculate.

Here is an example of how to do it:

Google Smart Shopping Beta Testing New Customer Only Goal

How It’s Set Up in Google Ads

In the Conversion goals section of your campaign, there will be a new option for “New customer acquisition.” This should be selected, and there will be a blank spot for you to enter the value amount you calculated for Total Conversion Value.

Google Smart Shopping Beta Testing New Customer Only Goal

You can only assign one global value for the effort, and it will apply to all Smart Shopping Campaigns where this new goal type is utilized.

Lifetime Value Tag Addition in the Future

Google does note that in the future there will also be a tag parameter that can be implemented for users who want to measure lifetime value dynamically based on custom criteria.

This data will be reported on within a Lifetime Value column, and can be then used for bidding optimization.

This is the information on that future tag:

Google Smart Shopping Beta Testing New Customer Only Goal

How to Access the Beta

As this is currently in beta, advertisers should contact their Google representative for access to be whitelisted.


Image credits: Google





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Goal Talk Podcast Episode 9: Everything You Need to Know About the Facebook Ads Auction
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Goal Talk Podcast Episode 9: Everything You Need to Know About the Facebook Ads Auction


On each episode of this season of the Goal Talk podcast, I interview a marketing or management expert to bring small business owners and marketers the information they need to successfully grow their businesses.

Last week, I sat down with one of WordStream’s executives to discuss employee potential, specifically how to identify and foster high-potential employees on your team. In the episode, WordStream’s Vice President of People Success Lucy Lemons team talked me through tips for empowering those employees as a manager as well as how to manage up as a high potential employee hungry for more. There are a lot of great management insights in this episode that are applicable to most! If you haven’t heard that episode yet, you can listen here.
 

This week’s topic: The Facebooks ads auction

A couple of weeks ago, we broke down how the Google Ads auction works, including how Google’s algorithm chooses which ad to show, how to best optimize, how budgets are spent, and which metrics are the most vital to track. This week, we tackle another extremely popular social media platform for advertisers, Facebook and Instagram.

For this episode, WordStream’s Manager of Paid Search Scott Mesite and I talk through how the Facebook ad auction works to better understand how best to set up campaigns, structure accounts, set budgets, and optimize your ads to be successful on the platform.

Throughout the episode, you’ll learn: 

  • Which factors determine whether your ads show for a user.
  • Some of the targeting options available for advertisers.
  • Which metrics are most important to track.
  • How Facebook determines how much money you’ll spend on a campaign.
  • The major differences between advertising on search versus advertising on social media.

We’ll cover all this and more. With this episode, we’re back into discussing more in-depth marketing tactics with this episode, so make sure to let us know if you have any follow-up questions or suggestions for more topics!

You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow the podcast’s Twitter account for episode releases, ask the hosts questions and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.
 





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Goal Talk Podcast Episode 6: How to Find and Hire Top Talent
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Goal Talk Podcast Episode 6: How to Find and Hire Top Talent


Each episode of this season of the Goal Talk podcast features an interview with a marketing or management expert on vital topics for digital marketing success, aimed around bringing small business owners and marketers the information they need to successfully grow their businesses.

Last week, we introduced the basics of advertising online and went into the main advertising platforms: Google, Facebook & Instagram, and Bing. We started by listing out some online advertising statistics, then dove into each platform to break down exactly how they can be used to help small businesses and marketers get the leads flowing in and achieve their growth goals. If you haven’t heard that episode yet, you can listen here.

This week’s topic: How to find and hire top talent

After you’ve mastered the fundamentals of online advertising platforms, you may find yourself in the position of needing to expand. Whether you’re looking for your first employee or continuing to build out your team, this week’s episode is sure to help you better navigate the process.

As you know, it’s so important to have the right people in your corner when working to build a thriving small business, and having the right information and tools at your disposal is pivotal. The good news is that a lot of people are excited about the prospect of helping a small business work towards growth and success. Making sure there is alignment in terms of working styles, needs and requirements of the role, day-to-day activities, and overall fit can be a challenge.

In this week’s episode with Nicole DeSisto, WordStream’s first-ever recruiter, who is now running our internal talent acquisition team. We cover what you need to consider when expanding your team, including:

  • When the time is right to expand and hire.
  • How to write a compelling job description.
  • Where to look for applicants.
  • How to conduct the interview process.
  • What you need to include in an offer letter.
  • How to handle compensation.

And more! This episode will set you up with a process and some tips for adding the next great member of your team. You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow the podcast’s Twitter account for episode releases, ask the hosts questions and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.





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