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Do you prefer to keep Brand Shopping traffic in your PMax Ecom campaigns?
Posted by on March 6, 2026 at 11:46 amMakes sense why you'd want to exclude Brand Search from PMax to force the campaign to find incremental traffic via non brand queries. You can capture that traffic separately with a Brand Search campaign. Where it gets fuzzy is whether to also exclude Brand Shopping traffic from PMax?
Pros: PMax is forced to find entirely incremental non brand traffic and its performance is not inflated by brand.
Cons: PMax misses out on powerful signals from Brand Shopping traffic that help train the campaign to learn who your customers are. Running a separate "Brand Shopping" campaign is messy and it's not truly a Brand campaign.
How do you approach this? Has anyone analyzed both strategies to determine whether net sales are better when including Brand Shopping in PMax instead of running Brand Shopping on the side?
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1 Reply
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If PMax has enough conversions that are not brand related, then we remove brand from PMax. If PMax can not run without brand inside, then we keep brand in PMax.
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i usually leave brand shopping in pmax unless brand traffic is huge. sometimes those signals help the campaign stabilize. if brand volume is big, separating it makes reporting cleaner.
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