To spell this out, brand keyword campaigns should have high ROAS expectations, focus on emerging products, and get tested for incrementality. Competitor keyword campaigns should have the lowest ROAS expectations and focus on launching and dominant products. Finally, Category keyword campaigns should be expected to give you a break-even ROAS and must be handled with a strong exploration strategy. These overarching themes are important to keep in mind as you scale your marketing efforts on Amazon because they are critical to driving incremental sales growth.

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