Keeping search terms that contain the seller's own brand name separated, in their own campaign, from generic or category keywords.
Branded queries surface unexpectedly inside generic broad, phrase, or auto campaigns — the Amazon Search Term Report for a category-level campaign will often show customers searching the brand name directly. Those queries indicate a brand-aware shopper further down the funnel, not the open-discovery shopper the generic campaign was built to reach, so they get broken out into a dedicated branded campaign rather than left mixed in.
This is a companion move to search-term harvesting: harvesting sorts by proven winners, branded segregation sorts by shopper type, and a single term can qualify for both moves at once. See also Buyer/Shopper Intent Segregation for PPC Campaigns for the broader principle of separating campaigns by funnel stage.
Из тем: PPC Campaign Structure & Bidding