A Case for Segmenting Branded Keywords in Amazon PPC [AMZ PPC # 138]

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. Stay badgery! 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 If you like what you hear, please give The PPC Den a 5-star review and share with your friends! Resources & Links PPC Boosters Series from The PPC Den Podcast 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) Pilothouse Digital What Clifford Donovan thinks of Ad Badger Never miss the latest in Amazon PPC tips and best practices All our episodes and show notes are available at https://www.adbadger.com/podcast​​​​​ Get the Ad Badger App here: https://www.adbadger.com/ The most powerful toolset to manage, automate, and monitor your Amazon campaigns around the clock. - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Clifford Donovan Senior Producer: Nancy Lili Gonzalez Video and Audio Editor: Pedro Moreno Graphic Designer: Emma Walker