A campaign labeled "non-branded" can still be running branded keywords. I look a
By Elizabeth Greene · October 7, 2026 · Curated by George's Blog
A campaign labeled "non-branded" can still be running branded keywords.
I look at the actual keywords and the actual ASINs being targeted, because the campaign name only tells you what somebody intended.
Your branded keywords convert at like 8%.
Your exact match ranking keyword converts at 35%.
Same target applied to both.
So the branded target sits in your "low ACoS, increase it" bucket every single week, and the ranking keyword sits in "high ACoS, cut it."
You're feeding budget to demand you already own and pulling bids off the keyword you're trying to rank on.
I want a lower target on branded.
Why am I overpaying to convert someone who already typed my brand name?
And I want a higher one on the exact match ranking campaign, because I'm buying velocity there.
Auto campaigns get a tighter target than either, and I'm careful about increasing those even when they look cheap.
Sponsored Display retargeting?
No. I'm not losing money on those.
The target is what decides which bucket a keyword lands in.
How many ACoS targets is your account actually running right now?