You should create segments for branded, competitive and generic traffic.
We recommend that you create segments to break down your traffic into 3 sources of traffic: branded, competition, and generic.
- Branded traffic occurs when consumers know your brand
- Add the keywords linked to your brand and your own ASINs
- Competition traffic occurs when customers know your competitor's brand
- Add the keywords linked to your competitors and their ASINs
- Generic traffic occurs when consumers are searching for keywords that apply to the market.
- Add the keywords that are linked to your products but not linked to your brand.
Beware to put keywords and ASINs in only one segment at a time.
Let's say you sell toothpaste through the brand GoldTeeth and your main competitor is SilverDent.
Branded traffic occurs when consumers :
- Search for “GoldTeeth”.
- Browse your product pages.
The segment branded contains the keyword 'GoldTeeth' as phrase matching.
Competition traffic occurs when consumers :
- Searching “SilverDent”.
- Browse your competitor’s product pages
The segment competitor contains the keyword 'SilverDent' as phrase matching.
Generic traffic occurs when consumers :
- Browse for "toothpaste".
The segment generic contains the keyword 'toothpaste' as phrase matching.
You can be more granular on the competition traffic by creating a segment per competitor
If you want to have control over what strategy targets these segments, here is how to control your traffic