Good: Properly separating branded and nonbrand search campaigns helps optimize ad budgets and increases profitability.

Bad: Mixing branded and nonbrand search leads to overspending and skewed results, affecting your bidding strategy and causing overspending.


Branded search: This is when users search for your brand name along with some popular product terms.

This traffic is usually cheaper and has higher intent, leading to high in-platform ROAS.

Non-branded search: These are generic terms that don’t include your brand name.

Getting brand terms mixed up in your nonbrand campaigns, will give the illusion of higher performance, tricking you into scaling by accident.

Segmenting brand from nonbrand is essential to ensure you’re not overpaying for traffic and to get a clear understanding of user intent.

Mixing them can affect your bidding strategy and cause you to overspend on unprofitable traffic.

Many accounts suffer from poor segmentation, which leads to overspending.

Every. Single. Time.

I often take over accounts that are overspending by 30-50%.
(PMAX contributes to this significantly)

Proper segmentation can help you cut costs without sacrificing sales.

To separate campaign types effectively, use negative keyword lists for branded search terms and apply them to non-branded campaigns.

This prevents brand terms from showing up in non-branded campaigns and skewing your results.

Be sure to include misspellings of brand terms.

Take control of your Google Ads strategy and segment your traffic by intent.