Brand campaign vs generic campaign

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Kagbrast55

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Hey,
We're currently running one campaign for everything, but I'm wondering if it makes more sense to split branded keywords and generic keywords into separate campaigns.

Its worth mentioning I'm mainly interested in improving ROAS and getting more control over bidding.
 
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It would be much wiser. Because you can control more things and see what works.
 
yeah split them, branded and generic have wildly different cpa/cpc and mixing them means smart bidding can't optimize either properly
 
Yeah splitting branded and generic into separate campaigns usually helps a lot with ROAS and gives much better control over bids and budget
 
I prefer keeping branded and generic campaigns separate. Branded traffic is usually cheaper and converts better, so it makes sense to manage them differently.
 
I would also recommend splitting the keywords.
 
@Kagbrast55 definitely split them like everyone is saying. but the most important step when you do this is adding your brand terms as negatives in the generic campaign. if you dont do that, google will just bleed your brand traffic into the generic campaign anyway to make the stats look better... they love doing that. also watch out for competitors bidding on your brand, you might need to adjust your brand bids just to defend your spot.
 
i think keeping branded and generic keywords in separate campaigns is more better because It gives you more control over bids and budget and it's easier to see which one is giving better results.
 
yeah, i think it's better to keep them separate and It will gives you more control and it's easier to see what is working and what is not working.
 
yeahhh splitting branded and generic keywords can help but also it gives more control over bidding and makes it easier to track roas.
 
I think maximize conversions to bank data, once you have stable volume and care about revenue (not just count), test maximize conversion value side by side in a separate campaign then keep whichever wins on blended ROAS over a full week, not day one.
 
yes i think i would separate them because it makes it easier to control the budget and also bids for each type and track ROAS better.
 
Definitely worth testing. Keep branded terms separate so you can see the real performance of generic keywords and adjust bids without messing up the brand campaign.
 
Kagbrast55 said:
Hey,
We're currently running one campaign for everything, but I'm wondering if it makes more sense to split branded keywords and generic keywords into separate campaigns.

Its worth mentioning I'm mainly interested in improving ROAS and getting more control over bidding.
Click to expand...
I'd lean toward separating them if you have enough conversion volume to support it.

Branded and generic keywords usually behave quite differently in terms of intent, conversion rate, CPC, and ROAS. Splitting them can give you more control over budgets and bidding, and it also makes it easier to see whether your generic campaign is actually generating incremental results rather than getting credit for traffic that was already looking for the brand.

That said, I wouldn't split purely for the sake of splitting. If the account doesn't have enough volume, keeping the structure simpler may give the algorithm more useful data.

I'd probably compare the two approaches based on incremental conversions, CPA/ROAS, and impression share rather than ROAS alone.
 
Separate campaigns can also help with budget planning. You can protect the brand budget without letting generic keywords take most of the spend.
 
Branded keywords mostly outperform generic ones with higher CTR, lower CPC, and much higher conversion rate, since people searching these brand names are already close to a purchase decision.
 
If you already own the top organic result for your own name, brand PPC often buys clicks you had for free. Pause it two weeks and watch total branded conversions, not just the paid ones. If the number holds, there's your ROAS.
 
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