Brands & categories
Drive visibility goals within the right search context.
Brand or category priority only makes sense when the query and the assortment give space for it.
Brand queries
Protect exact brand intent from generic commercial rules.
Category queries
Use broader commercial signals where multiple products are equivalent in terms of content.
Assortment
Keep availability and local catalog in scope.
Appointments
Document sponsorship or commercial priority transparently internally.
Measuring
Compare visibility, CTR and conversion by query group.