A Case for Segmenting Branded Keywords in Amazon PPC [PPC Den Podcast 138]

A Case For Segmenting Branded Keywords In Amazon PPC


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.

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Episode 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

Links & Resources

If you missed them, check out our previous episodes of The PPC Den Podcast:

Podcast Credits

Thank you to our team for putting together this episode!

  • Host and Executive Producer: Michael Erickson Facchin
  • Senior Producer: Nancy Lili Gonzalez
  • Video and Audio Editor: Pedro Moreno 
  • Graphic Designer: Emma Walker

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