A Google ads framework that develops with the business
This lesson moves from a basic Performance Max and brand-search setup toward product segmentation and non-brand search. The structure is a progression, with each added campaign intended to provide a specific form of control or reach.
Start with a clear base structure
The opening setup gives Performance Max and branded search different roles. Review the customer intent behind those roles and keep conversion goals aligned with purchases. A limited foundation is easier to evaluate than many campaigns competing for a small amount of activity.
Split the catalog when performance supports it
The alternate base structure separates stronger products from the remaining catalog. Use actual product and store data to define those groups. A useful split should improve budget control, not simply create more campaigns because the catalog contains many items.
Check brand and customer controls separately
The recording discusses excluding brand searches and defining existing customers. Those are different tasks: a branded query and a previous buyer are not the same thing. Inspect current settings and reporting rather than assuming one exclusion perfectly handles both categories.
Expand category search with a purpose
The later stage introduces non-brand terms related to the business's main products. Connect the keywords, ads, and destinations so the traffic has a clear purchase path. Review relevance and results as it grows, instead of adopting every match-type preference from an older recording unchanged.
