Google Ads Ka Naya Customer Value Multiplier: Retailers Ke Liye 1.1x–5x Update Ka Playbook

22 October ko Google ki ads product liaison Ginny Marvin ne teen posts ki aik thread share ki jis ne ecommerce advertisers ki aik purani pareshani khatam kar di: flat new-customer bonus. Ab retailers new customer ki conversion value par percentage multiplier laga sakte hain — 1.1x se le kar 5x tak — kisi fixed dollar figure ki jagah. Ye update October ke end tak globally roll out ho raha hai: Search, Shopping, Performance Max aur Demand Gen mein, Google Ads aur SA360 dono par. Choti si setting change lagti hai, lekin hum ne clients ke accounts mein dekha hai ke flat bonus saalon se bidding ko chup chap bigaar raha tha.

Google asal mein konsi problem solve kar raha hai

Google Ads mein customer acquisition goals kaam kaise karte hain? Jab koi purchase aise shakhs se aata hai jise system new customer samajhta hai, to aap Google ko kehte hain ke is conversion ko repeat buyer se ziada value dein. Phir jo bidding strategies value ke peeche bhagti hain — Target ROAS, Maximize conversion value — wo un logon ke liye ziada aggressive bid karti hain jinke new buyer hone ka andaza ho.

Is haftay tak ye extra value sirf aik flat amount ho sakti thi. Misal ke tor par $20 per sale.

Aur yehi woh jagah hai jahan masla tha. Farz karein aapki store ka average order value $100 hai. $20 ka bonus system ko keh raha hai ke new customer purane se 20% ziada qeemti hai. Ye ratio sirf aik dafa durust hota hai — $100 ke basket par. $50 ke checkout par wohi $20, 40% ka uplift ban jata hai. $1,000 ke cart par sirf 2%. Aapki bidding posture aapke catalog ke har price point par khud ba khud mukhtalif ho jati thi, aur koi ye math nahi kar raha tha.

Jo ghalti hum sab se ziada dekhte hain: advertisers bonus andazay se chunte hain, arithmetic se nahi. $20 laga diya, bhool gaye ke woh $1,400 ke appliances bhi bechte hain, aur phir hairan hote hain ke Smart Bidding saste first orders ke peeche kyun bhag rahi hai. Multiplier is geometry ko theek karta hai: 1.2x multiplier $100 ki new-customer purchase ko $120 ginwata hai aur $500 ki purchase ko $600. Uplift basket ke saath barhta hai, us se larta nahi.

Multipliers kahan lagte hain

AdsLiaison thread chaar campaign types ke naam leti hai: Search, Shopping, Performance Max aur Demand Gen. Demand Gen ahem hai — ye YouTube, Discover aur Gmail inventory par chalta hai, aur wahan value-based bidding ki apni eligibility thresholds hain (campaign level par pichle 35 din mein kam az kam 50 conversions with value, ya account bhar mein 100). Agar aap ye thresholds clear nahi kar rahe, to multiplier ka dial aik aisi machine par decoration hai jo chal hi nahi rahi.

Thread mein do aur updates bhi hain. Pehli: Shopping campaigns mein “High value mode” aa raha hai new customer acquisition ke liye — pehle ye sirf Performance Max mein tha. Doosri: teen retention modes roll out ho rahe hain PMax, Search aur Shopping mein: Re-engagement, Loyalty, aur Retention-only.

Retention wale hisse ko halka mat lein. Humari raaye mein member pricing ke saath program members tak pahunchne wala Loyalty mode long-term mein ziada dilchasp lever hai — 1.2x premium par aik dafa customer acquire karne ka koi faida nahi agar aap us se do dafa kama hi na saken.

Setup ki haqeeqat jiska announcement mein zikar nahi

Multiplier “Setting for customer acquisition” naam ke panel mein hai: “Increase by” (purana flat amount) ya “Multiply by” (naya percentage), aur “Calculate your value” helper jo aapke average purchase conversion value par recommendation deta hai.

New aur existing customers mein farq ke liye kam az kam 1,000 active members walay audience segments chahiyein — Customer Match uploads ya tag-based remarketing lists se. Google ki auto-detection pichle 540 din mein purchase karne walay har shakhs ko returning customer ginti hai. Ye window kaafi farakh-dil hai, aur aksar stores ke liye ye feature hai, bug nahi.

Ye sab us conversion value reporting par khara hai jis par aap bharosa kar saken. Agar Google Ads mein aapki revenue figures haqeeqat se match nahi kartin, to unhein multiply karne se sirf ghalti multiply hogi — isi liye conversion tracking is sab se pehle aata hai.

Wo rollout jo hum asal mein chalayein ge

Yahan hum hype se ikhtilaf karein ge. Maximum 5x hai. 5x multiplier $100 ki new-customer purchase ko bidding ke liye $500 ginwata hai. Ye bohat bara premium hai, aur taqreeban kisi ko bhi wahan se shuru nahi karna chahiye.

Humara mauqaf: 1.2x se 1.3x par shuru karein, apne highest-margin product categories par, poore account par nahi. Percentage ka poora point yehi hai ke wo basket size ke saath chalta hai — to uplift kahan jaye, ye aapke catalog ke margins tay karein. $15 ke accessories aur $1,200 ke appliances bechne wali store ko dono par same multiplier nahi lagana chahiye, chahe math ab scale hi kyun na kare. Hum ne accounts ko low-margin lines par acquisition premium lagate dekha hai sirf is liye ke “new customers” apne aap mein maximize karne wali metric lagti thi. Aisa nahi hai — new customers utne hi qeemti hain jitni unki lifetime value justify karti hai.

Multiplier ko un channel controls ke saath jorein jo Google ne aath din pehle diye thay. Pichle haftay ka channel prioritization aur budget allocation update aapko dimmer switch deta hai ke budget pehle kahan jaye; multiplier tay karta hai ke us flow ke andar value-based bidding new buyers ke peeche kitni aggressive ho. Dono mil kar Performance Max ko utna steerable banate hain jitna ye kabhi nahi tha.

Aur apni bidding strategy soch samajh kar chunein, kyunke multipliers sirf tab kaam karte hain jab bidding value sunti ho. Conversions ginne wali tCPA campaign 1.3x multiplier par palak bhi nahi jhapkegi — amplify karne ke liye koi value signal hi nahi. Ye tROAS ya Maximize conversion value ka khel hai; agar aap dono mein se ab bhi chun rahe hain, to hamara tCPA vs. tROAS breakdown tradeoffs cover karta hai.

Teen traps jin par nazar rakhein

Trap number aik: reported value ka phoolna. Flat aur percentage dono adjustments Google Ads columns mein nazar aane wali conversion value ko phula dete hain. 5x par reported aur asli value ka farq bohat bara ho sakta hai. Google ne November 2025 mein “Original Conversion Value” metric isi liye di thi taake advertisers adjusted values ko raw values se alag dekh saken. Ise use karein. Jis din aap ne original value ko reported value se compare karna chhor diya, us din aap ne apni reporting aik aise number ke hawalay kar di jo aap ne khud banaya tha.

Trap number do: Target ROAS ke saath interaction. New customers ki conversion values barhane se usi traffic ka measured return barh jata hai, jo aapke campaign ke Target ROAS se takrata hai. Google ki thread is par khamosh hai ke multipliers ka 17 August 2026 wali bidding change ke saath kya talluq hai. October ke end mein is par multiplier stack kar dein aur spend aise move kar sakta hai jise koi bhi setting akele explain na kare. Pehle do haftay rozana dekhein, haftay mein aik dafa nahi.

Trap number teen: basket-size wala mafrooza. 1.2x ki misal $100 ke order ko $20 extra value deti hai aur $500 ke order ko $100 — ye mafrooza ke bara first order dene wala new buyer proportionally ziada qeemti hai. Google ki thread par aik advertiser ne sahi nishandahi ki: cross-border campaigns ke liye market-wise repeat-purchase margin is premium ki behtar bunyad hai, sirf cart size nahi. Multiplier aapke value judgment ko express karta hai — wo aapke liye judgment nahi banata.

Jo hum abhi nahi jante

Yahan imandari wala caveat: Google kehta hai bids “predicted cart size ke saath dynamically scale” hoti hain, lekin worked example multiplier ko conversion ke baad reported purchase value par lagata hai. Thread ye nahi batati ke multiplier auction par lagta hai, reported conversion value par, ya dono par. Ye farq is baat ke liye ahem hai ke bidding asal mein kitni aggressive move karti hai. Jo bhi is haftay auction-time behavior ke baare mein poori yaqeen se likh raha hai, wo andaza laga raha hai.

Aakhri baat: ye Google Ads ki wo rare update hai jo feature add karne ki bajaye aik distortion khatam karti hai. Flat bonuses hamesha se aik samjhota thay. “Multiply by” par switch karein, conservative shuru karein, margins ka khayal rakhein, aur original conversion value ko aise check karein jaise ye aapki job hai. Kyunke ab, pehle se kahin ziada, yehi aapki job hai.

FAQ

Multiplier flat bonus ko kab beat karta hai?

Jab aapki basket sizes vary karti hon. $20 ka flat bonus $50 ke checkout par 40% uplift hai aur $1,000 ke cart par 2% — aapki bidding posture har price point par accidentally change ho jati hai. Multiplier uplift ko basket ke proportional rakhta hai.

Kin campaign types mein multiplier support hai?

Search, Shopping, Performance Max aur Demand Gen mein, Google Ads aur SA360 dono par. Agar aap value-based bidding kahin aur chala rahe hain to wahan ye dial maujood hi nahi hai.

Demand Gen mera multiplier ignore kyun karega?

Demand Gen mein value-based bidding ke eligibility thresholds hain — campaign level par pichle 35 dinon mein kam se kam 50 conversions with value, ya account par 100. Is se neeche multiplier aik aisi machine par decoration hai jo chal hi nahi rahi.

Multiplier se aage sab se interesting cheez kya hai?

Retention wala half. Re-engagement, Loyalty aur Retention-only modes PMax, Search aur Shopping mein roll out ho rahe hain jo existing-customer segments ko apne levers dete hain — aur member-only pricing serve kar sakne wala Loyalty mode, hamari nazar mein, longer-term play hai.