Customer retention goals expanded to Search, Shopping and Performance Max with three modes

Google said customer retention goals are rolling out this month for Performance Max, Search and Shopping campaigns, with three modes: Re-engagement, Loyalty and Retention only. Demand Gen is not included.

Re-engagement prioritises customers who have not ordered in a while while the campaign still reaches its main target audience. Loyalty shows member-only pricing or messaging to existing loyalty programme members. Retention only runs a campaign dedicated solely to the existing-customer segments the advertiser specifies. Google presented the rollout as following betas it called successful but published no performance figures, and said the changes should reach accounts by the end of October. As of October 25 the help centre still listed Re-engagement for Performance Max only and Loyalty for Performance Max and Shopping, with no Search retention settings and no Retention only mode, and Google has not said how the new names map to the earlier Win-Back and High value re-engagement modes. The help page's existing requirements of value-based bidding, a purchase goal and Customer Match lists of lapsed customers may still apply.