|
Branded keywords are keywords that include your brand or company name. For example, "basketball shoes" is a generic keyword, while "Nike basketball shoes" is a branded keyword.
Recently, many Amazon sellers have adopted campaigns that separate generic keywords from brand keywords in PPC advertising. Is this strategy effective? Let's analyze it below.
Take basketball shoes as an example. "basketball shoes" is a general keyword. Users who search for this keyword are not so purposeful and may just browse casually. The click-through rate and conversion rate of ads for this type of keyword are relatively low because the scope is too broad. However, search terms such as "Nike basketball shoes" contain brand names, and consumers' search purposes are more specific, that is, they are looking for Nike basketball shoes.
Consumers use different keywords, which triggers different ads. If you don’t want users to be triggered by your brand name when you try to trigger your ad, you’ll need to add brand as a negative keyword. This will allow you to create an ad that doesn’t include your brand keywords at all.
The next step is to create another new campaign, but this one uses only your brand keywords. For example, in the following image, the left side shows the ad keywords without the brand, and the right side shows the ad keywords with the brand: You could even take it a step further and create a third campaign that includes your competitor’s branded keywords.
Why brand keywords are becoming more and more important
In the past, it was generally believed that brand keywords were not important in advertising because the brand would generate conversions regardless of whether there was advertising or not.
But now there is more data to prove that relying on brand keywords alone cannot guarantee 100% conversion, and advertising investment is also needed. Many consumers search widely first , and then search for brands. Triggering ads in the latter search can further promote user purchases. Almost one-third of brand sellers have begun to implement brand keyword advertising strategies.
Here are the pros and cons of this strategy:
Better control over budget Implementing a brand keyword advertising strategy can better control the budget. Currently, Amazon cannot set budgets based on keywords or ad groups. You can only control the budget of each ad. To set budgets for keywords, you can only divide the keywords into different ads and then set the budget .
Therefore, creating two sets of ads with different keywords makes it easier for sellers to control their keyword budgets.
Understand the real performance of non-brand By segmenting keywords, it is easier to find the ACOS and CTR performance of non-brand keywords. Without segmenting keywords, you need to find trends in different ad groups. Moreover, by allocating ads according to keywords, ad groups are more organized and clear.
shortcoming
It is more troublesome to handle If you set ads based on keywords, your ad campaigns may suddenly increase. Previously, a product may have four ad campaigns, but now, if you set ads based on keywords, each ad campaign will have several more ad groups.
Maintaining and operating these campaigns will definitely require sellers to invest more energy and resources. Because multiple grouped ads are set up for keywords, it is more difficult to view the performance of a specific keyword because the relevant data is scattered in different advertising reports.
Brand keywords are difficult to determine There is no standard way to determine whether a search term is a branded or non-branded keyword. For example, if your product is "Nike Air Force 1" or "Nike Air Max", then are "Air Force" and "Air Max" brand search terms?
The best way to identify branded search terms is to first define them . Consider whether the keywords include the following factors:
The above are the advantages and disadvantages of setting up ads by keyword grouping by brand. The last thing sellers need to consider is how much this strategy will help your campaign. If it can only increase sales by 2%, then this strategy is useless to you, but it will not cause you any losses because it is a keyword organization strategy that will not increase your advertising costs.
To use this strategy, you must first determine the difference in performance between branded and non-branded keywords, otherwise the time and energy invested by the seller will not be worth it. Amazon Coupons Complete Guide and Ultimate Setup Guide The Ultimate Guide to Setting Up Vacation Mode on Amazon
Amazon sellers’ comprehensive strategy for preparing for the 2019 peak season
What should I do if the Amazon FBA inventory shows the Reserved status? Amazon has too much inventory? These methods can help you clear out the inventory
Packaging not up to standard? See how these sellers solved it Autumn product selection guide: These products will become hot sellers
The first step to boost sales during peak season: 2019 Halloween product selection guide 3000+ 5-star reviews, these unique products on Amazon have received rave reviews
5 Key Performance Indicators (KPIs) Amazon Sellers Must Pay Attention to
How to combine Facebook ads and email marketing to increase conversion rates
Amazon A/B Testing: The Optimization Secrets Used by Big Sellers Essential tricks for sellers: Tips and tricks for bidding on Amazon ads
Amazon sellers, here is a guide to optimizing your product listings for mobile devices!
Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained. |
