Branded and non-branded
Separate brand traffic.
Keep your existing campaigns.
Build campaigns for your brand searches first. Add a separate home for your own product pages too. Keep existing campaigns running while you check delivery, then separate their traffic.
Start with what you have
Different traffic, mixed together
Campaign names and groupings may be inconsistent. We can still see what traffic each one receives.
Begin with one product group. Keep its campaigns running.
Add separate campaigns
Branded campaigns
Your brand names and confirmed product lines, with their own budget and goal.
Own-product defense
Target your own product ASINs with relevant products, a separate budget and a separate goal.
Existing campaigns
Keep their current traffic while the new brand and defense campaigns get established.
Before the next step: check branded and defense delivery separately. Review combined spend and sales before adding their respective negatives.
Separate the traffic
Branded
Brand searches have their own place.
Own-product defense
Keep your product pages separate from brand searches and other brands’ products.
Now non-branded
After each delivery review, apply its approved negatives. Keep campaign history and useful targeting.
Check the traffic after the change. Continue with the next product group when results support it.
Other product targeting stays covered
Keep useful targeting of other products running. After checking ownership and relevance, give it a separate campaign if it needs a different budget or goal, or if coverage is missing. An unmatched ASIN is not automatically a competitor. This does not need to delay a ready branded rollout.
Review the negative list and transition checks
Brand names and product lines
Use confirmed brand names, common spellings and distinctive product lines. Review ambiguous names and phrase or exact matching before applying keyword negatives.
Your product ASINs
Use all confirmed owned ASINs, including products not currently advertised. Apply these as product negatives where supported. Keep competitor ASINs out of this list.
Check branded delivery before excluding brand searches from existing campaigns. Check own-product defense delivery separately before excluding owned ASINs. Keep the current traffic until each change is ready for review.
A short advertised-product report is a partial catalog. Keep the approved list current as products and brand names change. Saving the list does not update Amazon automatically.