SP campaigns now have a new keyword group to target called "Keywords from brands also considered by shoppers."

This keyword group allows you to target search terms that shoppers use when looking for other brands in the same category as your product. For example, if you sell a SoundBliss Bluetooth speaker, you can now target keywords like "JBL speaker" or "Bose portable speaker", even though those are your competitors.

It helps you reach new shoppers who might not know your brand yet but are interested in similar products. So, when someone searches for "Anker Bluetooth speaker", your SoundBliss speaker can also appear, giving you a chance to win that click.

This type of targeting has both pros and cons. If you have a healthy budget, it’s a great way to expand your reach, grow brand awareness, and compete directly with top brands in your category. It works especially well if your product offers a better price, stronger reviews, or unique features. However, with a limited budget, it can be difficult to compete and may result in wasted spend.

When setting up SP campaigns, make sure this targeting is not included by default. Otherwise, it can become expensive, as most brands aggressively protect their branded keyword space.