There’s a mode for whether you’re focused on finding new customers or reactivating old ones.
New Customer Modes
• New Customer Value Mode – Bid more for new vs. existing customers
• High Value New Customer Mode (Beta) – Prioritize high-value new customers
• New Customer Only Mode – Only bid for net-new customers
Customer Retention Modes
• Win-Back Mode (Beta) – Bid more for lapsed customers
• High-Value Win-Back Mode (Beta) – Focus on lapsed high-value customers
Most of these modes use value-based bidding (Target ROAS, Max. Conversion Value)
Most require a Purchase conversion goal, except New Customer Only Mode
