u/Gwen-2021

Hello everyone,

I've been using Gemini to better understand this feature. Below is the explanation I received – I'd like to know if it's accurate.

Gemini's explanation:

When the "New Customer Acquisition" (NCA) feature is not enabled and you increase the budget of an existing PMAX campaign, Google gradually targets audiences from the bottom of the funnel upward – for example, starting with remarketing audiences, then lookalike audiences, long-tail search terms, and category keywords (bottom‑up funnel approach).

When NCA is enabled, Google bids more aggressively and targets high‑value audiences who have never seen your brand before – i.e., relatively "colder" audiences. In funnel terms, this is top‑of‑funnel (ToFu) or even middle‑of‑funnel (MoFu), as opposed to bottom‑of‑funnel (BoFu).

So My thoughts on why using NCA can be challenging:

1. It requires very large, high‑quality seed lists.
2. It's hard to define a "new user" – especially for websites that also run Meta, TikTok, or influencer marketing. Any traffic from those channels will be considered "new" by Google, which will then bid higher on those users.
3. Enabling NCA forces the campaign to re‑enter the learning phase.
4. Targeting colder audiences directly can easily lead to negative ROI.

If my goal is to scale PMAX, I believe I just need to submit better videos and images, optimize my feed, and then increase the budget on my existing campaigns.

I'd love to hear your thoughts – especially from anyone who has successfully used this feature. Thanks!

Hello everyone, I’d like to get your insights on the strategic use of multiple asset groups within a single PMax campaign. I run PMAX ads for my e-commerce website, so the following discussion assumes that a product feed is available.

I’m familiar with using them to segment different product categories when working with a limited budget. However, I’m questioning the effectiveness of using multiple groups for the same landing page.

Specifically, I’m looking at two scenarios:

Creative Testing: Distributing different creative styles (e.g., UGC vs. Studio) into Group A and Group B using the same signals to see which angle scales better.

Funnel Segmentation: Mapping Group A to Remarketing signals (customer lists/past visitors) with tailored copy, while Group B uses SearchThemes for Cold Search(Category kws only but no audience）

I have some reservations about Scenario 2. Since Google treats these as "signals" rather than "targeting" .

I’d love to hear how you all apply multiple asset groups in real-world accounts. Thanks!