1. Separate the campaign associated with your brand and the one with generic terms.

It’s recognized that the search including your brand name obtains a higher CTR and a lower PPC. So, your Return on Investment (ROI) for the branded terms will be much higher.

It’s good to have those two types of campaigns separated by a management reason. When you have budget restriction, you can easily keep the most profitable campaigns actives.

2. Create separated campaigns by languages

e.g: English-Category vs. French-Category

3. If you separate by language and by brand vs. generic, you can create campaigns following this model.