🚨 New PMAX setting spotted: Only bid for new prospects

This is a pretty interesting one.

Google is testing a new “New prospects” option in Performance Max.

The idea is simple:

→ Focus PMAX on new prospects
→ Exclude existing customers
→ Exclude people searching for specific brands

If this works as intended, it could make PMAX much more useful for actual new customer acquisition instead of spending budget on people who already know the brand.

Still in Beta, so it’s not available in every account yet.

Credits to Emirhan Bayutmuş and Arpan Banerjee