Branded/Non-Branded/Competitor Mode: Create Ads to Accurately Differentiate Keyword Strategies

Updated on: August 13, 2025

1. Feature Overview

After enabling the Branded/Non-Branded/Competitor Mode, two core values can be achieved:

1. When conducting Smart Creation of ad campaigns, accurately differentiate targeting strategies – ensuring that targeting related to branded, Non-Branded, and competitors does not overlap;

2. After entering the AI Managed groups, accurately capture search terms by traffic type – high-performance search terms will automatically match the traffic attributes of branded/Non-Branded/competitor, and be directed to ad campaigns under the corresponding strategy, preventing the impact of mixed traffic types on performance.

2. Problems Solved

Through the "keyword list matching" mechanism, the new mode can accurately segment traffic into three categories: Branded, Non-Branded, and Competitor, thereby helping you achieve more precise strategy management.

• Ensure that terms containing brand names or brand aliases only enter ad campaigns under the "Branded Strategy";

• Ensure that terms containing competitors’ brand names only enter ad campaigns under the "Competitor Strategy";

• Ensure that generic terms without brand attributes (e.g., terms related to "performance," "research," or "generic") only enter ad campaigns under the "Non-Branded Strategy."

Note: Before using this mode, you need to establish brand name and competitor name lists in the "Keyword List" (you may temporarily skip creating a competitor list if there is no demand for competitor targeting).

Key Clarification 

The core function of the keyword list is to serve as a "screening criterion": it helps AI make more accurate judgments when recommending targeting – directing branded-related recommended terms to the Branded Strategy, Non-Branded-related recommended terms to the Non-Branded Strategy, and competitor-related recommended terms to the Competitor Strategy. The keyword list itself is not directly used as keywords in ad campaigns.

3. Usage Conditions

• Available only to customers who have applied for permission.
• Supported sites: All supported sites created by intelligent means.
• Supported ad types: SP, SB

4. How to Use

4.1 Establish Keyword Lists in Advance

1) Branded List: Automatically Created by the System, Needing Supplement and Improvement

• The system has created a default branded list. You can find it by searching for "Branded" in the keyword list, and the administrator is "system";
• Click the list name to enter the details page and verify the accuracy of the brand name. If the brand has aliases (e.g., "Kantingfeel" as the alias of "Kanting"), you need to manually add them to the list;
• Example: If the brand name is "Kanting", add "Kanting" and "Kantingfeel" to the list to ensure that recommended terms containing these two words can be matched to the Branded Strategy.

2) Competitor List: Need to Be Created Manually

• Enter the "Keyword List" page, click "+ Create List", and select the "Competitor List" type;
• Enter the competitor’s brand name (e.g., "HM", "Adidas") and its aliases (if any), then complete the creation.

4.2 Enable the Mode and Select Lists When Conducting Smart Creation of Ads

Access Path

Operation Guide for Three Core Scenarios

Scenario 1: Create Branded, Non-Branded, and Competitor Ad Campaigns Simultaneously

• Matched Branded List: e.g., recommended terms "kanting wardrobe" and "kantingfeel wardrobe" → Directed to Branded Strategy;
• Matched Competitor List: e.g., recommended term "HM t-shirt" → Directed to Competitor Strategy;
• Unmatched: e.g., recommended term "jacket" → Directed to Non-Branded Strategy;

Scenario 2: Create Only Branded and Non-Branded Ad Campaigns

Scenario 3: Create Only Non-Branded Ad Campaigns

4.3 The Mode Remains Enabled in the Managed Group After Submission and Creation

Tip: Search terms that have been harvested into the advertising campaign will not be reprocessed due to subsequent modifications to the keyword library; the modified keyword library only affects newly harvested search terms.

5. FAQ

Q: In which cases should the Branded/Non-Branded/Competitor Mode be enabled?

A: It is recommended to enable the mode when you have the following needs: ① You need branded-related terms to only enter ad campaigns under the "Branded Strategy" to enhance branded traffic operation; ② You need competitor-related terms to only enter ad campaigns under the "Competitor Strategy" to focus on competitor traffic conversion; ③ You need to ensure that ad campaigns under the "Non-Branded Strategy" are free of branded/competitor terms and maintain pure generic traffic.

Q:After modifying the Branded List/Competitor List, will search term capture be judged based on the updated list?

A: Yes, but search terms already captured to ad campaigns will not be reallocated. The updated list only affects the capture of subsequent search terms and the recommendation of new terms.

Q: After selecting the Branded List/Competitor List, will the keywords in the list be directly added to ad campaigns?

A: No. The function of the list is to "screen recommended terms" – it helps AI determine which recommended terms belong to the branded/competitor/Non-Branded category. The keywords that finally enter ad campaigns are the ones recommended by AI (not the keywords in the list itself). The list only ensures the accuracy of the strategy.

Q: If there is no demand for competitor targeting, can I skip creating a Competitor List?

A: Yes. If you do not create or select a Competitor List, the system will not differentiate competitor-related terms based on the list and will only separate branded and Non-Branded traffic.