What are Brand and Competitor Phrases?
The option of inputting a Phrase is only displayed when you create either a Branded or Advanced goal.
Branded Phrases: Your brand name and any misspellings that come along with it (i.e. Adidas, Adiadas, Addidas).
Competitor Campaign: Competitor brand names and any misspellings that come along with it (i.e. Nike, Nikey).
Perpetua will then target all exact, phrase, and broad match keywords with those Phrases included and they will be negative matched from the general manual keyword campaign.
Therefore, there is no need to include additional keywords along with any of your branded or competitor phrases. For example, you would not need to add terms such as "adidas running shoes" or "adidas womens", as we will add these for you as targets automatically if you have "adidas" as a brand phrase. In other words, any term that captures "adidas" will be targeted in the branded segment already.
What are Targets?
Targets are additional specific keywords or products you want to add after the goal has launched.
If you notice that the Ad Engine is not targeting specific keywords/ASINs or you want to test some out, you can add them manually to the goal through the Targets tab within a goal. To learn how to add targets, click here.
You will have the option to add targets to either the Branded, Category or Competitor campaigns. Here you would add specific keywords or ASINs and not a general brand name.
For more detail on adding phrases vs. targets, check out this Ad School video here.