Brand and competitor term management in Adbrew lets you specify which ASINs, keywords, or search terms are identified as belonging to your brand or competitors. This capability enhances reporting, targeting, and rule-setting by allowing separate strategies for branded, competitor, and generic terms.
By configuring these terms, you can refine advertising insights and leverage rules for more strategic campaign management.
How to Add Brand and Competitor Terms
Navigate to the Brand Terms Page
Navigate to the Brand Terms page by going to Settings > Brand Terms in the left sidebar, and clicking “Add Term” in the top right corner.
Configuring Brand Terms
Enter Keywords or ASINs: Add keywords or ASINs, each on a new line.
Select Matching Criteria:
Exact: Matches only the exact term (e.g., “Samsung”).
Starts with: Matches terms starting with the brand term (e.g., “Samsung smartphone”).
Contains: Matches terms that include the brand term anywhere (e.g., “4K Samsung LED monitor”).
Define Scope:
Account Scope: Apply the term across all products (recommended for most cases).
Product Scope: Limit the term to specific products, useful if you want to use brand terms only in campaigns promoting certain products.
Submit: Once terms are set, click Submit.
Configuring Competitor Terms
Follow the same process as for brand terms, adding competitor keywords and ASINs, selecting the matching criteria, and choosing the appropriate scope.
Adding Hero Terms
Hero terms are critical search terms for your brand, which you might want to protect from aggressive automation actions (like bid decreases or negative keyword additions) to maintain ranking and sales velocity.
Identify Important Search Terms:
Go to the Search Terms page, accessible from the left menu.
Sort by order to find high-value terms contributing significantly to ad sales.
Add Hero Terms:
Enter those terms separated by new lines.
Hero terms can also be added from multiple pages like Products Explorer, Targets Analyzer, or Search Rank.
Using Brand, Competitor, and Hero Terms in Rules
Once brand, competitor, and hero terms are set up, you can use them in your automation rules:
Adjust Rules Based on Term Type
You may want different rules for brand, competitor, and generic terms to customize how the system manages them. For example:For instance, you can add a rule in bid management automation to avoid pausing terms defined as hero terms in your account.
Or, if you want to protect branded terms from being negated, you can simply add this as a criterion in your negative automation rulesets.
Viewing Insights
The dashboard will now provide insights for branded, competitor, and generic terms, allowing you to monitor ACoS and other performance metrics more precisely:
True ACoS: Compare brand-driven vs. competitor-driven sales.
Performance Breakdown: Identify how brand terms impact ACoS relative to competitor or generic terms.
This segmentation provides a detailed view of campaign performance, helping you optimize strategies for each term type.
To learn more about how to configure Brand and Hero terms we recommend you watch the linked tutorial video.
Brand and Competitor Terms FAQ
1. What are brand and competitor terms in Adbrew?
Brand and competitor terms let you identify which ASINs, keywords, or search terms are associated with your brand and which ones belong to your competitors. This is useful for reporting, targeting, and customizing rules to handle each term type differently.
2. How do I add brand or competitor terms?
Navigate to the Settings > Brand Terms page from the left sidebar. Click Add Term in the top right corner, then enter your keywords or ASINs, select the matching criteria (Exact, Starts with, or Contains), choose the appropriate scope (Account or Product), and click Submit.
3. What is the difference between 'Exact,' 'Starts with,' and 'Contains' matching criteria?
Exact: Matches only the exact term (e.g., “Samsung”).
Starts with: Matches terms starting with the brand or competitor term (e.g., “Samsung smartphone”).
Contains: Matches terms that include the brand or competitor term anywhere within them (e.g., “4K Samsung LED monitor”).
4. What scope options are available, and when should I use them?
Account Scope: Applies the term across all products in the account. This is ideal for most cases.
Product Scope: Limits the term to specific products, which is useful if you only want to apply terms within campaigns for certain products.
5. What are hero terms, and why should I use them?
Hero terms are essential keywords for your brand. By defining them, you can prevent the automation from taking aggressive actions, like bid reductions or pausing these keywords, as they are critical for your brand’s visibility and sales.
6. How do I add hero terms?
You can add hero terms from various pages, including Products Explorer, Targets Analyzer, or the Search Terms page. Sort your search term report by order to find high-value terms, then add these as hero terms to protect them from automation actions.
7. How do brand, competitor, and hero terms affect automation rules?
By defining these terms, you can create customized rules to treat each term type differently. For instance, you might set rules to avoid pausing hero terms, adjust bids for competitor terms more aggressively, or focus on retaining high-value brand terms.
8. How can I monitor the performance of branded vs. competitor terms?
Once terms are configured, the dashboard will show insights into how your advertising is performing for branded, competitor, and generic terms. This breakdown allows you to monitor metrics like true ACoS and better understand how different term types drive performance.
9. Can I edit or delete brand and competitor terms after adding them?
Yes, you can return to the Brand Terms page, where you can edit or remove terms as needed. This flexibility allows you to adjust your term list as your campaigns evolve.
10. Why aren’t my brand or competitor terms appearing in reports or rules?
Ensure that your terms are correctly configured with the appropriate matching criteria and scope. If terms still aren’t appearing, double-check that they are added in the Brand Terms page and that your rules are set up to use these terms.
11. How can I export data, like brand, hero, or competitor terms, to a CSV?
Currently, exporting a complete list of brand, competitor, or hero terms in a single CSV is unavailable. However, if you need to download search terms that fall under branded, competitor, or hero types, you can do so:
Go to the Search Term page.
Use the Term Type filter to narrow down the results by the desired term type (e.g., branded, competitor, or hero).
Click the three-dot icon at the top right of the search results table, and select Export.
Please note that you can export up to 300 search terms at a time. For larger datasets, you may need to repeat the process in batches.