Why Performance Max Spends on Brand Traffic

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Performance Max often reports excellent ROAS because part of its spend goes to people already searching for your store by name. Those sales would likely happen anyway. Checking brand traffic is a standard step in my Performance Max and Shopping management.

How to check

• Review search term insights for brand terms
• Compare brand campaign volume before and after PMax launch
• Look at new vs returning customer data

How to fix it

Add brand exclusions to Performance Max and run a separate, low-cost brand Search campaign so you can see both clearly.

See also: structuring PMax asset groups.

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