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Should we segment branded keywords? It’s been almost two years since Ad Badger last shared opinions on segmenting branded keywords. Our consensus then: too much effort for the results.
Clifford Donovan, a Senior Amazon Media Buyer at Pilothouse Digital, convinces Michael that segmenting branded keywords is more important than ever because of Amazon’s spike in CPC costs. Learn if it’s ever not worth it to segment, how to approach branded segmentation for older accounts, and PPC goal setting based on funnels on this week’s episode of The PPC Den.
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Episode Highlights
- 0:00 Intro– Meet Clifford Donovan, Amazon PPC Practitioner
- 4:00 Thoughts on segmenting branded keywords
- 5:25 PPC goal setting based on funnels
- 10:01 How to use head or tail keywords
- 11:55 How to set ACOS targets with branded and unbranded terms
- 13:24 Is it ever not worth it to segment?
- 16:20 How to keep clean separations between branded and non-branded terms
- 20:00 Why it’s not double the search term graduation process
- 24:07 Why keyword segmentation lowers CPC
- 25:27 How to approach branded segmentation for an older account
- 31:08 Looking at overall ACOS to determine best approach
- 31:55 How to label campaign names to know if it is branded or unbranded
- 32:47 How segmenting simplifies ASIN targeting
- 36:20 Why segmentation is more important now than ever
- 39:02 Outro
Links & Resources
- Watch more episodes about lowering Amazon’s rising CPCs in Ad Badger’s PPC Boosters Series
- Our preferred keyword research strategy, RPSB
- Long Tail Search Terms: The Amazon PPC Silent Killer?
- Should you segment your branded keywords in Amazon Ads? (2019)
- Should you bid on branded keywords? (2019)
- Where to find Clifford Donovan: Pilothouse Digital
- What Clifford Donovan thinks of Ad Badger
- View Ad Badger’s job openings
- Never miss the latest in Amazon PPC tips and best practices.
- Learn the basics at Ad Badger’s Amazon PPC Membership Academy
- Join our private Facebook group
- Meet Ad Badger’s CEO and PPC Den host, Michael Facchin
- Get a product tour of the Ad Badger App. It’s the most powerful toolset to manage, automate, and monitor your Amazon campaigns around the clock.
If you missed them, check out our previous episodes of The PPC Den Podcast:
- How Do I Create Data-Driven Product Pages on Amazon?
- Amazon’s Marketing Stream Explained: A Technical Breakdown
- What We Wish You Knew About Amazon PPC in 2022
- Amazon Key Metrics: What Do I Track & How Do I Influence It?
- Amazon’s New Expanded Product Targeting: How Do I Make the Most of It?
- What Accounting and Financial Metrics Should I Monitor as an Amazon Entrepreneur?
- What Ad Metrics Should I Track Weekly for Amazon?
- 10 Steps to Maximize Amazon FBA Inventory Limits
- How You Answer This Question Determines Your Amazon PPC Skill
- How to Send Google Ads Traffic to Your Amazon Listing (Classic)
- How Ad Badger Reduced ACOS from 45% to 35% in Two Weeks
- How Do I Make Excellent Amazon Sponsored Display Videos on a Budget?
- Why No One Watched Your Amazon Sponsored Brand Videos & How to Fix It
- How Do I Perfect My Amazon Inventory Management?
- How do I Use Amazon Ad’s Console Export Feature?
- How do I get started with Amazon DSP?
- Why Amazon’s Search Query Performance Dashboard is Awesome
- Common Mistakes with Amazon Product Listings and How to Avoid Them
- Which Non-PPC Skills Make You Better at PPC?
- New Keyword Research Approach: Gain New Clients for Amazon PPC
- Why and How to Use New Bulk Sheet Features in Amazon Ads
- Evolving Thoughts: Total ACOS for Amazon Advertising in 2022
- How Do I Increase My Amazon Market Share?
- How Do I Improve Amazon Total ACOS Fast? Boost Organic Ranking
- Seller Stories: Growing 10 Brands at Once and Managing by KPI’s
- Ad Badger’s Amazon SEO Guide Part 0: Master Keyword List
- Maximizing Your Search Term Use on Amazon Advertising
- How to Forecast Your Amazon PPC Approach
- Brand Metrics: How do you Make the Most of It on Amazon Advertising
- How to do Keyword Research for Amazon PPC: Back to Basics
- How to be Good at PPC: 3 Questions
- Ad Badger’s 2022 Amazon PPC Wishlist: 22 Tools and Features
- 3 Filters to Use Weekly in Your Search Term Report on Amazon
- How Should Amazon Professionals Optimize Tax Planning?
- What Are the Biggest Trends in Amazon PPC Q4 of 2021?
- The Complete Amazon Campaign Types Reference Guide
- Thank You for an Incredible Year!
- Should You Use Amazon Ad’s New Budget Rules?
- Q4 Strategy for Amazon Advertising in 2021: How Do You Prepare?
- How do I Fix my Decreasing Conversion Rate on Amazon Advertising?
- Find Your Bid Style: Which of These 7 Amazon Personalities Are You?
- Should You Trust Amazon Advertising’s New Opportunity Tabs?
- How to Tell A Story with Amazon PPC Data to Boost Client Satisfaction
- Why Community Matters for Amazon Advertising
- How to Send Google Ads Traffic to Your Amazon Listing
- Who to Hire for Your Amazon Growth Team
- How to Optimize for Total ACOS Goals in Amazon Advertising
- A Case for Segmenting Branded Keywords in Amazon PPC
- Ask Any PPC Question with Steven Pope of My Amazon Guy
- 5 Important Factors That Influence Amazon Ranking
- Now Hiring Amazon PPC Digital Marketer– Work at Ad Badger
- What to do When Diagnosing ACOS Increase
- What to do About Low Click – Low Sale Keywords
- How to Use Amazon’s New Budget Tab and Report
- What to do About Rising CPCs (PPC Boosters Series)
- Should You Segment Automatic Sponsored Product Campaigns?
- When to Pause an Amazon Advertising Campaign
- Your Guide to Amazon Prime Day 2021
- The Dreaded Amazon Keyword Constriction
- Search Term Impression Share Reports in Amazon PPC
- How to Scale Your Amazon PPC Account
- How You Can Approach Seasonality in Amazon PPC
- Getting the Most Out of Amazon Reporting
- Amazon’s New Sponsored Display Audiences
- The Sponsored Display Double-Tap
- The Amazon PPC Checklist
- 10 Tips to Become a Great Amazon PPC Manager
- Getting the Most Out of Amazon PPC Management
- The ACOS Power Ratio for Amazon PPC
- Balancing Amazon PPC Optimization and Expansion
- 3 Reasons You’re Still Not Using Bulk Sheets and What to Do About It
- Hidden Amazon PPC Ratios
- Is Exact Match Always Best?
- 3 Questions to a Perfect Amazon Product Page
- The Trinity of Amazon PPC Revenue
- Ad Badger’s Amazon SEO Guide Part 4: Combining PPC and SEO
- Ad Badger’s Amazon SEO Guide Part 3: Into the Strike Zone
- Ad Badger’s Amazon SEO Guide Part 2: The Midgame
- Ad Badger’s Amazon SEO Guide Part 1: Getting Started
- A Look at Amazon’s New Sponsored Display Reports
- What Are Dayparting and Weekparting in Amazon PPC?
- Our Amazon PPC Wish List
- An End of Year Message from The PPC Den
- Thinking Strategically About Amazon Advertising
- How Keyword Dumping Ruins Your PPC Campaigns
- How to Become an Amazon Sponsored Display Master
- How and Why to Use Negatives in Amazon PPC
- Ramping Up For Cyber Monday & Black Friday with Data-Driven PPC Strategies
- Amazon’s New Sponsored Brands Reports
- Using Reverse ASIN on Your Own Product for New PPC Keywords
- Getting High Quality Product Reviews on Amazon
- The Podcast Turns 100
- How to Quickly Lower ACOS Using Bulk Operations
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Keep Your Amazon Team on the Cutting Edge
- What do I do When a Keyword Doesn’t Convert?
- Hiring PPC Marketer (September 2020)
- How One Keyword Can Apply to Multiple Products
- Amazon Product Listing Optimization
- Common Questions About Amazon PPC Software
- Why Ad Badger? (What Our Customers Had to Say)
- Ad Badger Version 2 Launch: New Features
- Ad Badger Version 2 Launch: Why Is It Better?
- Rebuilding Ad Badger from the Ground Up
- 7 Habits of Highly Effective Amazon PPC-ers
- Boost Your SEO With High-Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates with Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious Suggested Bid
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible? (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible? (Part 1)
- When You Should DIY Your PPC (And When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During Covid-19 – April 2020
- Sponsored Brands Update: Now You Can Edit Creatives
- Amazon PPC Stats During Covid-19 – March 2020
- Seller Central Campaign Manager Is Moving to Amazon Ad Console in 2020
- Taking your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During Covid-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus and Your Amazon PPC Campaigns
- How to Incorporate “Adjust Bids by Placement” Into Your Keywords Bids (Part 2)
- How to Incorporate “Adjust Bids by Placement” Into Your Keywords Bids (Part 1)
- Grow Your Amazon Campaigns With Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Rise Lifetime Value with Market Basket Report
- Search Frequency Rank: How To Identify Most Important Keywords
- Long Tail Search Terms: The Amazon PPC Silent Killer
- ACOS: Amazon Platform Tax?
- 7 Tips to Get More Clicks on Amazon Ads
- Live Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- New Year, New Badger: The 3 T’s of Amazon PPC
- Ad Badger’s Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 & 3 Good Ones to Start
- … And a Badger in a Pear Tree
- The PPC Tasks We Put On Our Project Management Tools
- A Data-Oriented Approach to Advertising in December
- Exploring Bid Change History in Sponsored Products
- The Wait is Over… Search Term Reports for Sponsored Brands Are Here
- See Your Search Terms Without Downloading a Report
- What to Do When It’s Time to Sell Your Amazon Business
- New Product Targeting Options for Sponsored Brand Ads
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- The 6 Layers of Campaign Structure Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Listener Q&A: What Happens When You Go Out Of Stock?
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- Say Hello to a New Sponsored Product Report
- Amazon Campaign Change History
- How to Advertise Commodity & Unique Products
- Amazon SEO– Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem with Optimizing Low-Converting Products (and How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower Your ACOS
- What to Expect from 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting Your Products with Amazon Coupons
- 3 Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon PPC Does Better than Google & Facebook Ads
- Into the Great Unknown: Amazon DSP
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- The No-Hype, All-Data Approach to Prime Day PPC
- Improving Your Account with Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Podcast Credits
Thank you to our team for putting together this episode!
- Host and Executive Producer: Michael Erickson Facchin
- Senior Producer: Nancy Lili Gonzalez
- Video and Audio Editor: Pedro Moreno
- Graphic Designer: Emma Walker
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