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What are Branded and Competitor Phrases?
The option to input phrases appears only when you create a Brand-Based or Advanced goal.
When entering your Branded Phrases, consider including:
Your brand name;
Common misspellings of your brand name (i.e. Adidas, Adiadas, Addidas).
When entering your Competitor Phrases, consider including:
Competitor brand names,
Common misspellings of those brand names (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 and PAT campaigns.
🚨 Note 🚨
Branded Phrases will be negative matched in Non-Branded PAT campaigns.
Competitor Phrases will be negative matched in Branded PAT campaigns.
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 women's", 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.