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You are thinking too much about how you can make a bit more one a sale when all you should care about is getting one more sale.

Look at google adwords. Most companies show an ads for there company name when they are the number one organic search. It is worth it to block anyone else from buying an ad over you and not worth the trouble to add negative keywords for all the ones you rank well with organically.

When you do a promotion on amazon, they also list your game under in that 'Sponsored Products Similar to This One section' . That's where most of the clicks come from.

Makes sense - most visitors are going to be looking at some other game, not doing a keyword search, so go where the eyeballs are.

Comes up for "debate game" search. Likely it comes up sponsored because of that term.

How many people actually search presidential debate game?