skill-002-brand-nonbrand-split

Skill 002: Brand vs. Non-Brand Campaign Split

Purpose

Ensure branded and non-branded keywords live in separate campaigns with independent budgets and targets. Branded terms inflate CTR and conversion metrics, masking true acquisition performance and distorting Smart Bidding signals.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/campaign.md - Campaign names and settings
• data/account/campaigns/*/*/keywords.md - All keywords with match types
• data/account/campaigns/*/negative_keywords.md - Campaign negative keywords
• data/performance/campaigns/*/*/search_terms_metrics_30_days.md - Search queries
• data/account/account_summary.md - Brand name identification

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM keyword_view
WHERE ad_group_criterion.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom if you need different date ranges or to include search term data.

Analysis Steps

1. Identify brand terms: Extract brand name from account summary; generate variations including misspellings and abbreviations
2. Classify keywords: Scan all keywords.md files and categorize each as Brand, Non-Brand, or Competitor
3. Check campaign separation: Flag campaigns containing BOTH brand and non-brand keywords
4. Analyze search term leakage: Find brand searches triggering non-brand campaigns and vice versa
5. Evaluate negative protection: Check if non-brand campaigns have brand terms as negatives

Thresholds

Condition	Severity
Mixed brand/non-brand keywords in same campaign	Critical
Brand search terms in non-brand campaigns (>5% of traffic)	Warning
No brand negatives in non-brand campaigns	Warning
Brand campaign without "brand" in name	Info