Branded and non-branded search terms on Amazon serve different purposes, and unsurprisingly, require separate strategies.
Overinvestment in branded terms can lead to wasted ad spend on traffic that would have likely converted regardless, but a solid defense plan is still required to fend off competition and cross-sell your existing audience.
Branded Terms vs. Non-Branded Terms
Let’s say the name of your company is “Brewfinity” and you sell coffee.
A branded term, like “Brewfinity coffee” reflects brand-specific searches by shoppers on Amazon that are already familiar with your product. Meanwhile, non-branded terms such as “coffee pods” represent a broader audience, many of which are less familiar with your brand.
While much of your ad spend will likely involve investment in non-branded terms for new customer acquisition, every brand still needs a deliberate branded term strategy.
As competitors look to “steal” your branded search terms on Amazon by bidding on them, a defensive strategy is required to withstand competitors dominating your brand’s product pages and search results.
Equally, investment in your branded terms can also serve as an opportunity to cross-sell your existing audience with your full catalog of products.
Whether you plan to aggressively dominate your branded search terms, or simply play enough defense to withstand competitor bidding, deep control and extended visibility are required to avoid wasted ad spend.
That's why we’re excited to debut a variety of new Quartile features that allow you to more effectively and efficiently manage branded keyworks on Amazon Ads.
Branded Solutions: Better Manage Branded Search Terms
Detailed Reporting:
Quartile now provides new branded term reporting that provides granular insights into both brands and non-branded terms on Amazon.
Our comparative branded vs. non-branded ad sales and ad spend reports allow you to track performance and make swift data-driven decisions around your spend strategy.
Equally, our comparative report on conversion rate is an additional metric that provides clarity on different accomplishments for your branded vs. non-branded terms.
And last, but certainly not least, our comparative cost-per-click (CPC) visualization allows you to better tweak bid settings when launching new campaigns, as CPC will widely vary between branded vs non-branded terms.
Advanced Bidding Controls for Branded Terms:
The Quartile platform now provides greater control over your pay per click efforts for branded terms with a target for Advertising Cost of Sales (ACOs) and bid thresholds for both maximum bids and minimum bids.
Using these features, easily control the amount of ad budget assigned to branded terms separate from non-branded terms.
As Quartile consistently and automatically creates campaigns due to our automatic keyword farming and campaign creation, those branded/non-branded settings will automatically apply to those new campaigns created daily, without further intervention.
For brands with strict budgets, the VAM Baseline offers a flexible way to set spending goals while allowing long-term budget alignment. Unlike traditional reactive adjustments, which respond to target ACOS daily, the VAM Baseline operates with a strategic, three-day adjustment cycle that’s ideal for brands with a stable budget.
Our insights summary (via tooltip popup next to the branded terms parameters) also provides a snapshot view of ad spend, ACOS, CPC, and conversion rate for both branded terms and non-branded terms over the past 28 days. Since changes to parameters are usually due to recent reporting, this serves as an easy way to reference that data while altering your strategy.
The above settings are applied to the branded terms you select, and you’re able to edit these terms at will and all changes will apply automatically according to your selected targets.
As brands look to compete on Amazon, standing out requires fine-tuned control over the most relevant search terms. These new features provide Quartile with improved control and visibility into how they manage a critical portion of their Amazon Ads budget.
