Keyword research

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

–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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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

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Resources & Links

— PPC Boosters Series from The PPC Den Podcast:
— Our preferred keyword research strategy, RPSB:

— Long Tail Search Terms: The Amazon PPC Silent Killer?

— Should you segment your branded keywords in Amazon Ads? (2019)

— Should you bid on branded keywords? (2019)

— Pilothouse Digital:
— What Clifford Donovan thinks of Ad Badger:

— Never miss the latest in Amazon PPC tips and best practices:
— All our episodes and show notes are available at

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Host and Executive Producer: Michael Erickson Facchin
Guest Co-Host: Clifford Donovan
Senior Producer: Nancy Lili Gonzalez
Video and Audio Editor: Pedro Moreno
Graphic Designer: Emma Walker

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