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Digital Phablet has introduced a new feature that allows advertisers to calculate the conversion value for acquiring new customers. The system now offers the option to select a lower target Return on Ad Spend (ROAS), which adjusts the incremental conversion value used in bidding strategies for new clients.
Andrew Lolk noticed this update last week and shared insights on LinkedIn. He explained that users can now define the ideal conversion value for new customers by setting a target ROAS. The platform then automatically suggests an appropriate value based on this target.
In his post, he included a screenshot illustrating this functionality:
Andrew also added his thoughts:
I see this as a major improvement over manually setting a new customer conversion value without factoring in the appropriate ROAS. I wish it could be further enhanced to evaluate at the auction level, making adjustments based on whether the value is higher or lower—perhaps at the campaign or product level. This would account for these variations more effectively. I’ve always felt that simply assigning a fixed conversion value to a new customer isn’t the best approach for bidding.
From my perspective, aiming for a lower ROAS target when targeting new clients is the optimal strategy.
I look forward to seeing this feature evolve and become more sophisticated. For now, it’s a helpful tool that can be used to estimate your new customer conversion value within Google Ads’ new customer targeting options.
This discussion was also active on LinkedIn.
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