Everyone Uses New Customer Acquisition Wrong in Google Ads

Getting value from the Google Ads new customer acquisition feature isn't as simple as turning it on. Before you just add a conversion value, you need to understand how it fundamentally changes your bidding and, more importantly, your actual ROAS targets .

🔎 In this video: I provide a deep dive into the Google Ads new customer acquisition (NCA) feature and the common pitfalls most advertisers miss. We'll cover why simply adding an arbitrary value inflates your reporting data and functions as a hidden way to lower your tROAS strategy .

I'll then give you a practical, step-by-step framework to implement it correctly:
1. Setup: Create a robust existing customer audience .
2. Baseline: Add a minimal $$0.01 value for 28 days to gather accurate data .
3. Experiment: Calculate and apply a specific value based on your AOV and desired ROAS .
4. Adjust: Modify your overall tROAS target to maintain your blended profitability .

👋 Welcome to Andrew Lolk Talks PPC – where I dive into practical, no-BS Google Ads advice for e-commerce brands.

Timestamps:
00:00 – Intro
00:39 – How New Customer Acquisition (NCA) Works
01:40 – The 3 Pitfalls Most Advertisers Fall For
03:51 – The Hidden Danger: NCA Lowers Your Actual ROAS Target
05:08 – Who Should Use the NCA Feature?
06:44 – A 4-Step Framework for Correct Implementation
11:35 – Advanced Alternatives to NCA
15:25 – The Surprising Stat: Why You Can't Ignore Existing Customers

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💬 How do you currently account for the difference in value between a new vs. existing customer in your bidding strategy?

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🌍 Connect with me here: LinkedIn:   / andrewlolk   Website: https://savvyrevenue.com/

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