Adding Branded/Competitor Phrases vs. Targets

Difference between adding Branded/Competitor Phrases vs. Targets

Mitchell Bergin avatar
Written by Mitchell Bergin
Updated over a week ago

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What are Branded and Competitor Phrases?

The option of inputting a phrase is only displayed when you create either a Brand-Based or Advanced goal.

  • Branded Phrases: Your brand name and any misspellings that come along with it (i.e. Adidas, Adiadas, Addidas)

  • Competitor Phrases: 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. 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 or 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'll have the option to add targets to either the Branded, Category, or Competitor segments. Here you would add specific keywords or ASINs and not a general brand name.

Article last updated February 2023. If you find this information to be out of date, please contact

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