Branded vs Non-Branded Keywords: Finding Your Real Target Audience

Send us Fan MailTo continue expanding, we must focus on finding new targets instead of just competitor campaigns. This video explains how general keywords sometimes trigger a brand's own names, requiring careful negation to improve ad relevance. Understanding your search term report is crucial for effective keyword optimization and improving ad performance.Negating branded terms too early can limit your reach, especially if your growth depends on broad or competitor traffic. This walkthrough breaks down how to structure Amazon campaigns using non-branded keywords, portfolio setup, and audience targeting. Learn how to create smarter PPC campaigns, build high-value audiences, and decide when to move into DSP for scale.Struggling to scale beyond brand traffic? Get expert help to fix your ad setup and grow faster: https://bit.ly/4jMZtxu#AmazonAdvertising #PPCstrategy #AmazonCampaignTips #SponsoredDisplay #amazondsp --------------------------------------------------------------------------Want free resources? Dowload our Free Amazon guides here:Amazon SEO Toolkit 2026: https://bit.ly/4oC2ClTQ4 Selling Playbook: https://bit.ly/46Wqkm32025 Ecommerce Holiday Playbook: https://bit.ly/4hbygovAmazon PPC Guide 2025: https://bit.ly/4lF0OYXAmazon Crisis Kit: https://bit.ly/4maWHn0TIMESTAMPS00:00 - Why Competitor Campaigns Aren’t Enough00:16 - Negating Brand Terms Too Early00:45 - Using Portfolios for Better Ad Structure01:27 - Creating Unbranded vs. Branded Campaigns01:58 - Finding Targets with Cerebro02:14 - How to Negate Keywords Correctly02:30 - Broad Match Strategies with Top Competitors03:13 - When to Pitch DSP03:20 - Sponsored Display Results and ROI03:39 - Targeting High-Value Audiences04:05 - Retargeting with Added-to-Cart Viewers04:19 - Bringing in New-to-Brand Customers05:03 - Segmenting High-Value Category Buyers05:38 - When to Scale to DSP Campaigns________________________________Follow us:LinkedIn: https://www.linkedin.com/company/28605816/Instagram: https://www.instagram.com/stevenpopemag/Pinterest: https://www.pinterest.com/myamazonguys/Twitter: https://twitter.com/myamazonguySubscribe to the My Amazon Guy podcast:My Amazon Guy podcast: https://podcast.myamazonguy.comApple Podcast: https://podcasts.apple.com/us/podcast/my-amazon-guy/id1501974229Spotify: https://open.spotify.com/show/4A5ASHGGfr6s4wWNQIqyVwSupport the show