---
title: How to Set Up Brand and Competitor Terms
description: Learn how to add brand and competitor terms in the Intentwise platform for precise brand and non-brand segmentation in your advertising campaigns.
---

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# How to Set Up Brand and Competitor Terms

## Learn how to add brand and competitor terms in the Intentwise platform for precise brand and non-brand segmentation in your advertising campaigns.      

Brand and Competitor Terms in Intentwise   

Intentwise allows you to clearly distinguish between **Brand**, **Competitor**, and **Non-Brand** search terms giving you a deeper understanding of where your ad spend is going and how different types of search intent perform.

- **Brand Terms** are search terms that specifically identify your own brand or company on Amazon. For example, “Apple iPhones” would be a Brand Term for Apple.
- **Competitor Terms** are search terms that mention other brands competing in your category, such as “Samsung phones” for Apple.  

Anything that is not tagged as a Brand or Competitor term will automatically be considered **Non-Brand**.

This three-way segmentation, Brand, Competitor, and Non-Brand, is unique to Intentwise. It allows advertisers to:

- Analyze performance by intent type (brand, competitor, non-brand).
- Understand how much budget is being spent on targeting competitors.
- Optimize bids and budgets accordingly.

#### Why Competitor Terms Matter

Previously, users could only differentiate between **Brand** and **Non-Brand** terms. As a result, spend on competitor keywords had to be tracked manually using filters such as “contains” or “equals.”

With **Competitor Terms**, Intentwise removes this manual step — helping you instantly see how competitor-targeted terms are performing and how much they contribute to your total spend.

### Steps for setting up Brand and Competitor Terms in Intentwise

1. 1. Navigate to the **Global Settings** in the left menu **\>** Select **[Brand & Competitor Terms](https://app.intentwise.com/#!/brand-terms-settings)**.

        ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-24-20-2067-PM.png?width=3340&height=2080&name=image-png-Jul-01-2026-12-24-20-2067-PM.png)
     2. To add brand terms, click on **"Add Brand Term(s)" **in the Brand Terms tab.
        
        ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-25-01-9136-PM.png?width=3350&height=2086&name=image-png-Jul-01-2026-12-25-01-9136-PM.png)
     3. Enter any brand terms associated with your brand and/or products. Include any and all possible versions of the brand name, including misspellings.

        ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-26-26-8426-PM.png?width=3340&height=2082&name=image-png-Jul-01-2026-12-26-26-8426-PM.png)
     4. Similarly, to add competitor terms, click on **"Add Competitor Term(s)"** in the Competitor Terms tab.
        
        ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-27-23-1599-PM.png?width=3352&height=2088&name=image-png-Jul-01-2026-12-27-23-1599-PM.png)

**Note:** The same term cannot exist as both a Brand and a Competitor term. Intentwise will display an error if you try to add duplicates.

### Features

- - **Automatic Tagging:** Intentwise automatically tags your targeting and search term data as **Brand**, **Competitor**, or **Non-Brand,** ensuring accurate segmentation and reporting.

      ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-30-44-7489-PM.png?width=3338&height=2086&name=image-png-Jul-01-2026-12-30-44-7489-PM.png)
    - **Roll-up Capability:** Use the roll-up feature to visualize and analyze performance across all three types of terms in aggregate or detail views.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-30-27-8553-PM.png?width=3346&height=2084&name=image-png-Jul-01-2026-12-30-27-8553-PM.png)
    - **Filters:** Use the **Brand Type** filter (Brand / Competitor / Non-Brand) across relevant dashboards to isolate performance data and gain deeper insights.

      ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-31-47-4812-PM.png?width=3326&height=2076&name=image-png-Jul-01-2026-12-31-47-4812-PM.png)
    - **Rules:** Implement custom rules to manage and segment brand and non-brand keywords effectively.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-49-37-2948-PM.png?width=3344&height=2078&name=image-png-Jul-01-2026-12-49-37-2948-PM.png)
    - **Recommendations:** Receive actionable recommendations to optimize brand performance by refining search terms and targeting.

      ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jul-01-2026-12-50-40-5305-PM.png?width=3350&height=2080&name=image-png-Jul-01-2026-12-50-40-5305-PM.png)
    - **Integration with Intentwise Analytics Cloud:** Brand terms integrate seamlessly with Intentwise Analytics Cloud and reporting tools like Looker Studio for in-depth brand analysis.

### Benefits and Use Cases

- - **Enhanced Campaign Insights:** Clearly see how Brand, Competitor, and Non-Brand terms perform relative to each other.
    - **Efficient Budget Allocation:** Understand and control how much budget is being spent on competitor-targeted terms.
    - **Improved Targeting Accuracy:** Identify and manage cases where non-brand keywords trigger competitor-related searches.
    - **Time Savings:** Streamline auditing processes with quick access to consolidated brand data, saving time on analysis and decision-making.
    - **Scalability:** Scale campaigns effectively based on actionable insights derived from segmented brand data.

### Frequently Asked Questions (FAQs)

#### **Why should I segment Brand, Competitor, and Non-Brand keywords?**

Segmenting helps you understand performance drivers more clearly. Brand terms typically have lower ACOS and higher conversion rates, while Competitor terms often indicate conquesting opportunities and higher acquisition costs.

#### **Where can I see performance by Brand Type?**

You can use the **Brand Type** filter (Brand / Competitor / Non-Brand) in the **Keywords** and **Search Terms** sections to view performance data.   

#### How do I segment branded keywords in my campaigns?

Create separate campaigns for branded and non-branded keywords. Use negative phrase or exact match for your brand name in non-branded campaigns to ensure no overlap.

#### How should I allocate my budget between branded and non-branded campaigns?

Allocate a significant portion of your budget to non-branded campaigns to attract new customers and expand your market reach. Dedicate a portion to branded campaigns to maintain brand visibility and capture high-intent traffic. Continuously monitor performance and adjust budget allocation as needed.

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