Flywheel's "Shopper Segmentation" feature, also known as 'tagging', easily lets you identify search terms with a
competitor tag so you can target advertising based on shopper behavior and campaign objectives.
Why Use Tags?
Blending brand, competitor, and generic keywords in the same campaign makes it difficult to control spend as these audiences vary wildly in performance. Using the audience based structure will allow you to implement different strategies based on types of searches and target campaigns efficiently.
What are Tags?
Tags are a tool used to categorize (data) search terms to easily identify searches containing your brand or competitors brand.
Tags are created by entering terms associated with your brand name, product names, common misspellings, and similarly done for your competitors. Brand and Competitor Terms are not keywords, rather a tool used to define audience segments.
All of the terms entered onto the brand term list link to the tag “brand.”
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.
Tags are applied to the search term we're recommending as a keyword to add.
How to set up Tagging in Flywheel: ️
Navigate to the Keyword Actions page, 'Keywords to Add' and click on the tag icon to get started.
Enter terms associated with your brand and competitors. Enter your brand name, common misspellings or abbreviations of brand name and your product names. Follow the same process with competitor terms. Hit 'save'.
See the tags populate immediately on the Keywords to Add page. The tags, "brand" or "competitor" themselves will be applied to the search terms we recommend adding as new keywords, making it easier for you to identify searches related to specific audiences and add those search terms to the appropriate campaigns.
This strategy works best if you are using an audience-based campaign structure.
Not Running Brand and Competitor Campaigns?
If you're not currently using this type of campaign structure, you should consider adopting it if you see a high volume of searches for your own brand name or are in a competitive category.
Developing a campaign structure that allows you to target specific audiences provides you with more control over spend and performance.
Use Flywheel's Campaign Creator to automatically create audience based campaigns for your products. Brand and Competitor terms added on the Keywords to Add page will be automatically transferred to the Campaign Creator.
Click here to learn more about finding and adding new keywords with Flywheel.