Best practices from the field · Free e-book

Brand is the cheapest traffic in your account.
And the only traffic you can lose without noticing.

15 pages that tell you exactly when to separate brand, how to set it up, and when not to. Including the experiment that took down an entire Shopping account for us.

Free 15 pages 2 case studies Real numbers Google Ads Brand setup
Page showing the step-by-step brand setup Page with case study results Cover of the Brand Management in Google Ads e-book

Send me the brand e-book

Free. The PDF arrives by email.

The numbers look great.
New customers don't show up.

Brand has the highest conversion rate and the lowest CPC in the account. So generic campaigns, PMax and AI Max happily claim it and look profitable. They just don't bring in new customers.

And when a competitor bids on your brand, impression share stays high. Click share drops. If you don't track it, you won't see it.

What you'll learn in the e-book.

  1. ✓
    Overview of brand formats and campaigns Search, PMax, PLA and AI Max. Four ways to capture brand demand in your account, from full manual control to full automation.
  2. ✓
    When to use what? When to deploy each format, how to bid, and which 3 reports to watch. Plus why you should split brand out of Shopping only above 100 conversions/month per campaign.
  3. ✓
    Brand control in PMax and AI Max Brand Exclusions and Brand Inclusion step by step. Including the checkbox that quietly lets your brand back into Shopping.
  4. ✓
    Three details people forget Brand approval in Google's brand library, blind trust in Final URL Expansion, and click share, the metric that gives a competitor away.
  5. ✓
    2 case studies: brand PMax vs. brand PLA The experiment that took down an entire Shopping account, and 15 minutes of work that brought +35% click share at −23% avg. CPC.

We show what didn't work, too.

One of the case studies is an open account of a crash: 2–3 months to ramp up new campaigns, 4–5 months to get back to the original numbers. Nobody writes this in PPC content. It's practice, not Google's help docs retold.

Case study 1

How I managed to bring a client's entire Shopping to its knees 😇

A commonly recommended brand setup. On the wrong account. What broke, and why you shouldn't try this at home, is in the PDF.

Case study 2

Raise click share and cut avg. CPC. Is that even possible?

It is. A different client, a better-chosen case, and about 15 minutes of work. The step-by-step procedure is in the PDF.

Get the e-book
Brand Management in Google Ads.

5 chapters, 2 case studies. The PDF arrives by email.

15 pages of practice. Zero fluff.

No spam. Just the e-book and the occasional new thing from the 6clickz team.