a single source, nothing corroborates it

Structure the search account so learning shows

Keep your own brand terms in a separate campaign from everything else, or their cheap conversions will flatter every other number in the account. Run two tiers: winning queries in the main campaign, everything else worked on in a secondary one and promoted only when it matches the main campaign's performance. If you are still running one keyword per ad group, retest it, because platform changes have blunted that approach.

The method

1. 01

   Split your own brand name keywords into a separate campaign from everything else in Google Ads.

2. 02

   Run a two tier search account: winning queries sit in the main campaign, everything else is worked on in a secondary one and promoted when it matches the main campaign's performance.

3. 03

   Retest your ad group structure if you are still running one keyword per group, because platform changes have blunted that approach.

Sources

• B2B SaaS Marketing - Getting started with paid acquisitionChris Frantz · chrisfrantz.com · Google Search – the best place to start · 2020-04-23