Why separating brand and non-brand campaigns improves ROAS

When auditing accounts, one of the most common mistakes companies make is allowing brand and non-brand traffic to live together in the same campaigns. This is textbook poor PPC management. Whether it’s Performance Max , Search, or Standard Shopping, blending brand and non-brand traffic inflates reported ROAS while limiting your ability to scale revenue. If your goal is to maximize short-term ROAS, automation will naturally gravitate toward branded searches. Why? Because they’re cheaper, convert at higher rates, and are an easy win for the algorithm. Google will take the easiest possible route to achieve the goal you’re asking it to. Those…

This is a curated summary. The full story was reported by Search Engine Land.