The Two-Lane Sorter
How it works
Branded searches (anything with your brand name in it) and non-branded searches are different businesses. Blended into one ACoS, cheap branded sales hide expensive non-branded clicks. Drop in your search term report and your brand name, and this sorts every term into its lane and shows each lane’s own ACoS.
Sort your search terms
Sponsored Products search term report, as Excel or CSV. It stays in your browser: nothing is uploaded.
No file yet.
Quick math, no file
Put in each lane’s spend and sales.EXAMPLE
$
$
$
$
How to use it
- In Amazon Ads, download the Sponsored Products search term report for the last 30 days (ending a few days ago).
- Type your brand name and its common misspellings, then drop the report in.
- Read two numbers, not one: branded ACoS and non-branded ACoS.
- Give each lane its own goal. Branded gets a tight one: it’s defense, so you show up when competitors bid on your name. Non-branded is judged on new customers and total sales, not ACoS alone.
- Split the campaigns the same way: brand terms in their own campaigns, and your brand name as a negative everywhere else.
Good to know
- Example: branded spends $1,000 for $10,000 (10%) and non-branded $3,000 for $7,500 (40%). Blended, that’s $4,000 on $17,500, about 23%. It looks great, but the growth lane is at 40%.
- A term counts as branded when it contains one of the names you type, ignoring spaces and punctuation.
- Search terms that appear in several campaigns are added together.
Dr. PPC keeps branded and non-branded in separate lanes, each with its own goal, so branded can’t hide anything.
Start for $1