In this step, Campaign Creator gives you the option to choose your campaign build type: Basic or Advanced.
Basic Structure (1:1 model) refers to the "Mirrored" campaign structure; 1 auto campaign and 1 manual campaign. Commonly used strategy for new(er) sellers or small brands.
Advanced Structure (4:1 model) refers to the "Audience Based" campaign structure; 1 auto campaign and 3 manual campaigns broken down by target audience (i.e. brand, competitor). Commonly used strategy for large or well-established brands.
About this Page:
Entering your brand and competitor terms allows Flywheel to generate a proposed campaign build plan for your products that targets brand, competitor, and generic/category audiences separately.
Targets = Audiences (i.e. brand, competitor, generic/category)
Brand and Competitor Terms are not keywords, rather a tool used to define audience segments, referred to here as "targets". Campaign Creator determines your campaign build type based on the targets you set.
Action: Define your Audience
Since setting targets is optional, there are two courses of action that can be taken:
- Leave Brand and Competitor terms blank and ‘SKIP’ step to proceed with the ‘Basic’ campaign structure build 1:1
- Enter Brand and Competitor terms to proceed with the ‘Advanced’ campaign structure build 4:1
Example: Targets set > Campaign Build Type: Advanced
Example: No Targets Set > Campaign Build Type: Basic
How to Use: Enter Brand and Competitor Terms
If you're currently using the tagging (Shopper Segmentation) feature on 'Keywords to Add', your brand and competitor terms will automatically populate on this page.
If you're not already using tagging, you can manually add terms/tags to this page. Any terms added on this page will be automatically added to the tagging feature in keyword actions.
What are brand and competitor terms?
Brand and Competitor Terms are used to create 'Tags'. Tags are a tool that helps categorize data, these are text associated with your brand name, product names, common misspellings, and similarly done for your competitors.
- For example, if you add “Nike” as a brand term, we will tag any search term that has “Nike” in it as a brand tag, similar to phrase match keywords rules.
- You don’t need to add generic terms related to your product like, “Nike running shoes” or “workout gear Nike” as brand tags. The “Nike” tag will cover both of those situations.
- All of the terms entered into the brand list link to the tag “brand.”
Strategy: Basic vs Advanced - Which Build Type is right for you?
When thinking about which strategy is best for you, consider your brand awareness. Do consumers easily recall and recognize your brand?
Basic Structure is best for sellers who are newer to advertising or are still trying to establish their brand.
Advanced Structure should be used for established brands. If you see a high number of searches involving your brand name, this build type should be used.
Learn more about how to determine your campaign build type.
Entering Brand/Competitor terms > Creates "Tags" to define the Audience > Therefore ‘sets the target’ > Generates ideal Campaign Build Type for you!
Next: Step 4 Review and Edit Campaigns