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Definitely divide the two. It’s impossible to know the actual performance of the account otherwise and you will not be any to make incremental sales. You just attribute more of the already existing demand.
Use negative lists as much as you can and clean up that stuff.
“Is there a case for having campaigns that have mixed brand and non-brands?”
It is in Pmax/shopping because it’s very hard to make it brand only but you can still have a brand including and excluding campaign
