We often run into accounts wherein brand keywords are combined with non-brand keywords in the same Amazon Advertising campaign. Brand keywords include company names as well as specific product names.
Brand and non-brand keywords perform very differently from an ACOS perspective. Brand keywords tend to have much lower ACOS compared to non-brand. When combined into the same campaign, one could quickly get a false sense of performance at the campaign level. A campaign could have an attractive ACOS, but that could be driven entirely by brand keywords, while the non-brand keywords underperform.
We recommend separating brand and non-brand keywords into different campaigns and managing them to different ACOS targets.
Read our Tip of the Week “Preserve Spend and ACOS: Pause ASINs on Deal in Auto Campaigns” to understand how to optimize for ACOS.