The 4 ways I block brand traffic from non-brand campaigns. Brand searches make n
By Andrew Bailiff · November 6, 2026 · Curated by George's Blog
The 4 ways I block brand traffic from non-brand campaigns.
Brand searches make non-brand campaigns look better than they are.
Then you raise bids on non-brand, and you're paying more for traffic you already had.
1️⃣ 𝗧𝗵𝗲 𝗯𝗮𝗿𝗲 𝗯𝗿𝗮𝗻𝗱 𝗻𝗮𝗺𝗲. The longer brand phrases aren't enough. The brand name goes in as its own negative too.
2️⃣ 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗮𝗻𝗱 𝗮𝗱 𝗴𝗿𝗼𝘂𝗽 𝗹𝗲𝘃𝗲𝗹. Both. I always do the extra coverage.
3️⃣ 𝗧𝗵𝗲 𝗯𝗿𝗮𝗻𝗱'𝘀 𝗼𝘄𝗻 𝗔𝗦𝗜𝗡𝘀, 𝗼𝘂𝘁 𝗼𝗳 𝗮𝘂𝘁𝗼 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀. Every auto campaign I build is non-brand, so the brand and its products get negated from it.
4️⃣ 𝗘𝘅𝗮𝗰𝘁 𝗺𝗮𝘁𝗰𝗵 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀, 𝗼𝗻 𝗱𝗮𝘆 𝗼𝗻𝗲. Brand terms slip into non-brand exact now, so they go in at setup, before the campaign has history.
The brand list changes as the catalog grows, so I keep it current with automations instead of re-pasting it.
Then a good non-brand ACOS is a real one.