The difference between a Universal and Brand-Based goal comes down to the ability to target branded keywords with a different target acos and daily budget. We generally only recommend to clients with a strong brand affinity to use brand-based goal. A strong brand affinity means there are buyers who are searching for your brand or product. Brand-Based goal has branded and unbranded keywords. Universal goal only targets a single acos with one budget.

Check out this video to figure out which type is a good fit for you:

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