Product
Earlier this year, we launched Prospecting Campaigns, a campaign type for e-commerce advertisers that optimizes for purchases from people who have never bought from you before. Advertisers responded quickly, with many seeing meaningful lifts in new customer ROAS and broad adoption across the platform. However, some advertisers asked a natural next question: what if I want to go even further and reach people who have never visited my site at all?
Today, we're addressing that question with Discovery Campaigns.
Where Prospecting Campaigns focus on converting visitors who haven't purchased yet, Discovery Campaigns go even further: optimizing for purchases from people who have never interacted with your brand in any way. No site visit. No browse. No add to cart. Discovery is built to introduce entirely new audiences to your brand and convert them.
At Axon, we believe AI should do what it does best: optimize toward a clearly defined goal. Our models are relentless at finding the right person, at the right time, with the right ad, doing so at a scale no manual process can match.
But defining the goal is a business decision, not an algorithmic one.
Different advertisers grow in different ways. A subscription brand may prioritize first-time purchasers. A marketplace may focus on reaching entirely new visitors. Another business may want to maximize total conversions regardless of customer status.
There is no single “correct” objective. That is why we build campaign types around distinct definitions of success. Universal optimizes for total conversion performance. Prospecting focuses on new purchasers. Discovery goes one step further by optimizing for purchases from people who have never interacted with your brand at all.
You decide what growth means for your business. We ensure the system pursues it as efficiently as possible.
If you’re already running Prospecting Campaigns, you’re already set up. Discovery is built on the same foundation and uses the same historical purchase data. Simply select Discovery in Axon Ads Manager to launch a campaign that reaches entirely new audiences.
If you’re not yet running Prospecting, share your historical purchase data in Ads Manager to get started. Shopify Shops are already covered through the app integration. Axon AI handles the rest.
Our initial alpha tests across a variety of brands showed very strong results. We’ve seen new visitor percentage more than double in many cases, and improve significantly in all of our initial test cases. This represents a meaningful shift toward acquiring customers who are entirely new to the brand.
Discovery Campaigns exist because advertisers asked for more control over how they grow. We're listening, and we're not done. Keep the feedback coming. When enough of you raise a need, we'll find a way to meet it.