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How to Set Up Brand Terms

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

Ankita Goyal avatar
Written by Ankita Goyal
Updated over a week ago

Brand Terms

Brand terms are distinctive search terms that specifically identify your brand or company on Amazon. Branded keywords, such as "Apple iPhones," represent your brand or company identity, whereas non-branded keywords generally describe products in a broader sense, like "smartphones."

Once you add brand terms in Intentwise, this list will serve as a master list of brand keywords across all other dashboards. Adding brand terms will help with analysis using our roll-up feature and our Recommendation engine to offer better suggestions to improve your advertising.

Steps for setting up Brand Terms in Intentwise

  1. Navigate to the Global Settings in the left menu > Select Brand Terms.

  2. Click on "Add Brand Term(s)"

  3. Enter any brand terms associated with your brand and/or products. Include any and all possible versions of the brand name, including misspellings.

  4. Once done, click on Submit.


Watch this video for detailed steps


  • Automatic Tagging: Intentwise automatically tags your targeting and search term data as brand or non-brand, ensuring accurate segmentation.

  • Roll-up Capability: Utilize roll-up features to visualize and analyze brand versus non-brand performance across campaigns instantly.

  • Filters: Apply filters to enhance targeting precision and campaign management.

  • Rules: Implement custom rules to manage and segment brand and non-brand keywords effectively.

  • Recommendations: Receive actionable recommendations to optimize brand performance by refining search terms and targeting.

  • Integration with Intentwise Analytics Cloud: Brand types integrate seamlessly with Intentwise Analytics Cloud and reporting tools like Looker Studio for in-depth brand analysis.

Benefits and Use Cases

  • Enhanced Campaign Insights: Gain clear visibility into brand versus non-brand campaign performance metrics.

  • Efficient Budget Allocation: Optimize spending by understanding expenditure on brand versus non-brand initiatives.

  • Improved Targeting Accuracy: Identify and manage instances where non-brand keywords trigger brand searches, ensuring targeting precision.

  • 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 branded and non-branded keywords?

Segmenting allows for more precise budget control and performance analysis, as branded keywords typically have a lower ACOS and higher conversion rates compared to non-branded keywords.

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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