Smart Strategies for Branded Spend in Amazon Ads

In this episode of The PPC Den Podcast, Michael Erickson Facchin interviews Mike Danford about branded spend on Amazon. They discuss how to analyze branded spend data, use negative keywords, and sculpt broad and auto-type campaigns to capture competitor impressions cost-effectively. Mike shares his experiences with clients who spend a significant portion of their budget on brand keyword protection and how to measure the impact of reducing branded spend using search query performance data. They also explore strategies for ASIN defense, incrementality scoring, and the importance of bucket analysis to understand the value of different types of ad spend. The conversation covers practical tips for managing branded traffic, including using negative keyword resets and balancing broad targeting with specific goals.