To Implement a cap on brand name searches, you’ll want to create a negative keyword list containing your own brand name. Add a few terms with and without spaces so that you are confident you have captured them all. Then for any particular criteria, you can have one campaign with your own brand name excluded (apply the negative list) and another campaign where the CPC has been set much lower. This second campaign will allow people to see your ads when they type your brand name. i.e. the brand name negative list won’t be applied.
Doing this, you can get your brand name clicks down to only a few cents per click.
This works great because you can control the copy and extensions, unlike your Organic Search listing.
And here’s the pinnable version…