Introducing Prospecting Campaigns for Axon advertisers

We’re excited to introduce Prospecting Campaigns — a new feature for website advertisers, especially in e-commerce, that helps you efficiently acquire new customers.

Universal Campaigns and Prospecting Campaigns

Our default campaign setup will now be called Universal Campaigns. These campaigns drive conversions as efficiently as possible across both new and returning customers.

For advertisers focused on new customer acquisition, Prospecting Campaigns are designed to reach users who haven’t yet purchased from your site — giving you more flexibility in how you allocate budget between new and returning customers.

Getting started

If you want to prioritize prospecting, set your campaign type to Prospecting. To make sure your campaign performs as expected, you’ll need to share historical purchase data with us:

• Shopify Shops: If you integrate with the Shopify app you’re good to go!
• Non-Shopify Shops: Upload your historical purchase data for the past two years using a CSV file. The required columns and upload instructions can be found in your Axon Ads Manager account.

Once you complete these steps, your campaign will optimize towards new customers.

In early tests for brands with naturally high repeat purchasers, we’ve seen significant improvements in both new customer share of total purchases and return on ad spend specific to new purchasers, in some cases seeing New Customer ROAS more than double. This is a meaningful improvement in efficiency for advertisers who want to expand reach and attract new customers.

A word of thanks

Our advertising offering for websites and shops is still just over a year old, and it’s been incredible to build alongside such engaged partners. Your feedback directly shapes our roadmap. This feature exists because many of you asked for more control, and we listened.

Keep the feedback coming. When enough of you raise a need, we’ll find a way to meet it.