Amazon PPC

Amazon Branded vs Non-Branded PPC Guide

Many accounts evaluate one blended ACOS across branded and non-branded traffic, which hides structural efficiency issues. Branded demand usually converts differently from acquisition traffic, so budgets should be separated by intent.

Define clear goals for each layer

• Branded layer: defend high-intent demand and conversion stability.
• Non-branded layer: acquire incremental customers within margin limits.

Keep budget ownership separate

• Reserve branded budget so it is not cannibalized by exploration spend.
• Split non-branded into test, scale, and loss-control sublayers.
• Track branded ACOS and non-branded ACOS separately to avoid misleading averages.

Execution workflow

1. Separate branded and non-branded campaigns (or portfolios).
2. Review the search term report weekly and promote qualified non-branded queries into Exact.
3. Apply negative keyword controls to irrelevant and overspending no-order terms.
4. Use a dedicated portfolio bidding rhythm for defense vs growth layers.

Common mistakes

• Looking only at total ACOS without branded share changes.
• Overbidding branded terms and starving non-branded discovery.
• Copying mature branded budget ratios into launch-stage campaigns.

Takeaway

Branded vs non-branded separation is a control framework, not just reporting hygiene. Protect branded coverage first, then scale non-branded traffic with explicit guardrails so growth does not break profitability.