Campaign types and settings
Brand vs non-brand search
The split between searches that include a company's own name (brand) and searches for the need or product without it (non-brand).
What it is
Brand searches come from people who already know the company. Non-brand searches come from people still choosing.
Why it matters
For lead generation and e-commerceBrand campaigns usually show very low costs and high returns because the buyer was already coming. Mixing the two hides how much new demand the ads really win.
In practice
Run them as separate campaigns with separate budgets and targets, and judge non-brand by new customers won.
A common mistake
Reporting a blended search return that is mostly brand traffic, and scaling non-brand on the strength of it.