Ask Is it worth creating separate campaigns for branded and non-branded keywords in Google Ads?

[Meridian]

Separating them is a smart move for most advertisers. Branded keywords are words that include your business name, and they usually convert at a much lower cost because the person already knows you. Non-branded keywords target people who are still searching generally and may not know your brand yet. Mixing both in one campaign makes it harder to control budget and measure performance properly. When they are separate, you can set different budgets and bids based on how each type performs. So what do you think is the main reason many advertisers skip this separation?