{"id":10497,"date":"2024-09-12T08:20:16","date_gmt":"2024-09-12T08:20:16","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=10497"},"modified":"2024-11-08T09:41:52","modified_gmt":"2024-11-08T09:41:52","slug":"pmax-brand-script","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/","title":{"rendered":"Is PMax eating your brand search? A script to find out"},"content":{"rendered":"\n<p>Ever get the feeling that Google&#8217;s Performance Max is playing a little too&nbsp;<strong>fast and loose<\/strong>&nbsp;with your&nbsp; brand traffic? <strong>You&#8217;re not alone.<\/strong> With PMax&#8217;s&nbsp;<strong>blending of brand and non-brand traffic<\/strong>, it&#8217;s been challenging to dissect the true impact of your brand campaigns\u2014<strong>until now.<\/strong><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/#whats-the-deal-with-brand-traffic\" >What&#8217;s the deal with brand traffic?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/#pmax-brand-traffic-analyzer\" >PMax Brand Traffic Analyzer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/#how-to-use-the-pmax-brand-script\" >How to use the PMax brand script<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/#frequently-asked-questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-what-s-the-deal-with-brand-traffic\"><span class=\"ez-toc-section\" id=\"whats-the-deal-with-brand-traffic\"><\/span>What&#8217;s the deal with brand traffic?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u200b\u200b\u200b\u200b\u200b\u200bBrand search traffic, known for its high conversion rates and return on ad spend (ROAS),&nbsp;represents users who are&nbsp;<strong>already familiar with your brand<\/strong>&nbsp;and are&nbsp;<strong>actively seeking it out.&nbsp;<\/strong><\/p>\n\n\n\n<p>PMax&#8217;s default settings&nbsp;<strong>do not differentiate<\/strong>&nbsp;between brand and non-brand traffic.&nbsp;This&nbsp;<strong>&#8220;all-in-one&#8221; pot<\/strong>&nbsp;might be cooking up your metrics. Making things look peachy when, in reality, your brand campaigns&nbsp;<strong>might&nbsp;get overshadowed by the broader mix,<\/strong>&nbsp;making it hard to see their true performance.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-why-should-you-worry\">Why should you worry?<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Performance transparency:<\/strong>&nbsp;Accurate performance assessment demands knowing the true impact of your brand campaigns.<\/li>\n\n\n\n<li><strong>Strategic budget allocation:<\/strong>&nbsp;Without clear insights, you might be allocating budgets inefficiently.<\/li>\n\n\n\n<li><strong>Competitive edge:<\/strong>&nbsp;Protecting your brand traffic from competitors is more challenging when you can&#8217;t pinpoint its exact contribution to your campaigns.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-but-what-can-you-do\">But what can you do?<\/h4>\n\n\n\n<p><strong>Don&#8217;t fret just yet!&nbsp;<\/strong>We&#8217;ve been&nbsp;<strong>stirring something up&nbsp;in the kitchen<\/strong>&nbsp;that&#8217;s about to change the PMax game and put you back at the head of the table.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-pmax-brand-traffic-analyzer\"><span class=\"ez-toc-section\" id=\"pmax-brand-traffic-analyzer\"><\/span>PMax Brand Traffic Analyzer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The&nbsp;<a href=\"https:\/\/smarter-ecommerce.com\/en\/google-ads-scripts\/search-term-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>PMax Brand Traffic Analyzer<\/strong><\/a>&nbsp;is a Google Ads script designed for precision in monitoring your brand&#8217;s performance within PMax campaigns.<\/p>\n\n\n\n<p>By&nbsp;<strong>selecting specific brand terms<\/strong>, this tool generates detailed charts in Google Sheets, clearly differentiating between brand and non-brand traffic volumes.<\/p>\n\n\n\n<p><strong>Our tool goes beyond the usual static snapshots of brand vs. non-brand traffic<\/strong>, offering a dynamic timeline that brings your data to life and helping you understand:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How<\/strong>&nbsp;your budget changes or tweaks to target ROAS are&nbsp;<strong>really affecting your brand&#8217;s visibility.<\/strong><\/li>\n\n\n\n<li><strong>What happens<\/strong>&nbsp;when you add new assets into the mix or decide to&nbsp;<strong>pull some out.<\/strong><\/li>\n\n\n\n<li><strong>Whether<\/strong>&nbsp;your efforts to keep non-brand traffic at bay are&nbsp;<strong>paying off.<\/strong><\/li>\n\n\n\n<li><strong>If<\/strong>&nbsp;your brand traffic might be giving your PMax performance numbers a&nbsp;<strong>bit too<\/strong><strong>&nbsp;much of a boost.<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Intrigued?&nbsp;Grab the PMax brand script<\/strong>&nbsp;and take control of your brand traffic!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/smarter-ecommerce.com\/en\/google-ads-scripts\/search-term-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get the script today<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-use-the-pmax-brand-script\"><span class=\"ez-toc-section\" id=\"how-to-use-the-pmax-brand-script\"><\/span>How to use the PMax brand script<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>After copying the script, it\u2019s time to run it using the source code.<\/p>\n\n\n\n<p>Head to your Google Ads UI. You\u2019ll find the script editor under <em>Tools &gt; Bulk Actions &gt; Scripts<\/em>. Then add a new script by clicking the Plus button. A few lines of code, defining the \u201cmain\u201d function, will already be generated. Delete all of that. Now, copy and paste the PMax Brand Script here. Next, you\u2019ll need to make a few modifications in the code.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create a new empty Google Sheet or copy the spreadsheet, that you\u2019ll find in the <code>SHEET_URL<\/code>&nbsp;constant. Paste the URL of the empty Google Spreadsheet (or copy) into the&nbsp;<code>SHEET_URL<\/code>&nbsp;constant. Ensure that the Google Ads account (email) has edit access to the spreadsheet. If you\u2019re not using the same email, share the spreadsheet with the Google Ads account you\u2019re using to run the script.<\/li>\n\n\n\n<li>Adjust your brand terms in the&nbsp;<code>BRANDED_TERM_VARIANTS<\/code>&nbsp;constant \u2013 you can add more than one term. Follow the instructions and examples in the code comments.<\/li>\n\n\n\n<li>For advanced users, the constants in the Preferences (Calculation) section allow further customization, such as analyzing Search or Standard Shopping campaigns, changing the default look-back window, etc.<\/li>\n<\/ol>\n\n\n\n<p>To run the script, it\u2019s sufficient to use \u201cPreview.\u201d Then, head back to your spreadsheet to view the generated charts.<\/p>\n\n\n\n<p><strong>Need more help? We&#8217;ve got you!<\/strong><\/p>\n\n\n\n<p>Got questions or need more clarity on brand search traffic and how to keep Google&#8217;s Performance Max from eating it away? Then feel free to&nbsp;<strong><a href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">contact us<\/a><\/strong>!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-frequently-asked-questions\"><span class=\"ez-toc-section\" id=\"frequently-asked-questions\"><\/span><strong>Frequently Asked Questions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1728633897496\"><strong class=\"schema-faq-question\">I see a lot of blank \/ uncategorized data in my report. Are those branded or mixed?<\/strong> <p class=\"schema-faq-answer\">The blanks are, in our experience, mixed with heavy tendency, more than 90% of being <span style=\"text-decoration: underline;\">non-branded actually<\/span>. It is how we get the data from the Google Ads API. They state the following: &#8220;<em>Note: Search terms that don&#8217;t have an identifiable search category are grouped together as Uncategorized search terms.<\/em>&#8221; So we put those in the &#8220;blank&#8221; segment as we can&#8217;t promise they are 100% non-branded. We believe that due to user privacy reasons Google don&#8217;t reveal those uncategorized ones (e.g. too low numbers for proper aggregation and anonymization). <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1728636718728\"><strong class=\"schema-faq-question\">My spreadsheet is empty, what do I do?<\/strong> <p class=\"schema-faq-answer\">&#8211; When running the script, did you check the &#8220;Logs&#8221; tab for any output? Sometimes an error is displayed in the logs. <br\/>&#8211; Also did you made modifications to the parameters like if you specified concrete campaign ids? <br\/>&#8211; Very common case is if the parameter <em>ADVERTISING_CHANNEL_TYPE<\/em> is switched to a type that has no active campaigns. Try out all 3 major parameters one at a time and inspect if this will input data into the sheet. Try &#8220;PERFORMANCE_MAX&#8221;, &#8220;SEARCH&#8221; and on the third run try &#8220;SHOPPING&#8221;<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1730889750580\"><strong class=\"schema-faq-question\">Can I run the script only on a specific PMax campaign?<\/strong> <p class=\"schema-faq-answer\">Yes, just add your campaign ID into the constant <em>CHECK_SPECIFIC_CAMPAIGN_IDS<\/em>. Here&#8217;s an example: <br\/><em>const CHECK_SPECIFIC_CAMPAIGN_IDS = [&#8220;111111&#8221;]<\/em><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1730890111938\"><strong class=\"schema-faq-question\">Is the script able to run at the MCC account level?<\/strong> <p class=\"schema-faq-answer\">No, the script cannot do this currently. It could be modified to allow this, but in its current version, it\u2019s not possible.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1730890170373\"><strong class=\"schema-faq-question\">Is the matching of the brand terms an exact match?<\/strong> <p class=\"schema-faq-answer\">No, it operates as a &#8220;CONTAINS&#8221; function. The script checks if each term is contained within the search terms data. Still, if you need an exact matching, this can be achieved by slightly reworking the script (you need an expert for this).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1731058810173\"><strong class=\"schema-faq-question\">How do I exclude specific brand traffic from my PMax campaigns?<\/strong> <p class=\"schema-faq-answer\">You can apply brand exclusions to Performance Max or Search campaigns as described by Google in <a href=\"https:\/\/support.google.com\/google-ads\/answer\/14505308?hl=en\">this article<\/a>.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ever get the feeling that Google&#8217;s Performance Max is playing a little too&nbsp;fast and loose&nbsp;with your&nbsp; brand traffic? You&#8217;re not alone. With PMax&#8217;s&nbsp;blending of brand and non-brand traffic, it&#8217;s been challenging to dissect the true impact of your brand campaigns\u2014until now. What&#8217;s the deal with brand traffic? \u200b\u200b\u200b\u200b\u200b\u200bBrand search traffic, &#8230;<\/p>\n","protected":false},"author":91,"featured_media":10644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[704],"class_list":["post-10497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-microblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is PMax eating your brand search? A script to find out<\/title>\n<meta name=\"description\" content=\"Here&#039;s a Google Ads script designed for precision in monitoring your brand&#039;s performance within PMax, Search or Shopping campaigns over time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/pmax-brand-script\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is PMax eating your brand search? 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He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \\\"Conversion Corner,\\\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \\\"ROASted,\\\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. 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