Grouping Branded & Non-branded Keywords

If you report on Google or Microsoft Ads, one of the most basic breakdown views that you'd like to report on is the comparison between two categories:

Branded and Non-branded search keywords.

Looking at the average performance of all keywords, regardless of their category, isn't really that insightful, is it?

Let's see how we can group search keywords a using CASE function and some basic RegEx.