Reply To: Branded Search Best Practices

[Alex-Hales-2010]

TL;DR: You should have separate campaign(s) for brand keywords than non-branded ones. This should generally be the case with only a few exceptions.

Detail:
Using the Manual Bidding strategy is usually the best strategy for brand campaigns. The reason is, you can get high Quality Scores (QS) for brand keywords at a very low CPC because all the other factors contributing to QS are in your favor as compared to anyone bidding on your brand keywords.

Unless your non-branded campaigns are using Manual Bidding strategy, by using brand keywords in such campaigns, you are giving Google’s algorithm the option to inflate CPCs for something you could achieve at a comparatively much lower CPC.