Brand vs Non-Brand Campaigns in Google Ads

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Brand searches convert at very high rates. Mixed with non-brand traffic, they make weak campaigns look strong. Separating them is a basic rule in my Google Ads management.

Why separate them

• Clear view of new customer acquisition
• Lower, controlled spend on brand
• Better budget decisions for growth campaigns

How

Run a dedicated brand Search campaign, add brand negatives to non-brand Search, and use brand exclusions in Performance Max.

See also: negative keyword lists for stores.

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