In October, Google Ads is rolling out a set of settings that help you steer better towards new customers. The most important one: you can now raise the value of a purchase by a new customer by a percentage, from 1.1 to 5 times. Until now you could only do that with a fixed amount, which was too big for small baskets and too small for large ones.
The mode for high-value new customers is also coming to Shopping campaigns. There will also be separate modes for customers who haven't bought in a while, for members of your loyalty programme and for existing customers. To tell new and existing customers apart, you need a customer list with at least 1,000 active members.