Third-party sellers have been granted access to Amazon’s Headline Search Ads back in August. Back then, Headline Search Ads were only meant to be accessed in the Vendor Central via Amazon Marketing Service.
In case you have been using Seller Central, you might have realized that you can now access the Headline Search Ads for your Amazon stores. In this article, we’re going to find out what is a headline search ad, how you can create Amazon headline search ads campaigns, how to effectively use them, and how they can benefit your brand.
Search Advertising Definition
Search Advertising or Headline Search Ads can be described as a type of advertising in which Amazon sellers have a chance to advertise their brands and products to their customers through Amazon marketing services. These ads are keyword-targeted and work in the same way as a pay-per-click advertisement.
Customers can always notice Headline Search Ads at the top of search results based on the product they are looking for or if they’re doing an Amazon seller search, regardless if they’re using their smartphones or computers to make a search.
A long headline ad featuring computer products and accessories featuring the main product and three featured images along with the brand name is just one of the many search advertising examples you can find on Amazon.
There is a significant difference between Amazon Headline Search Ads and Sponsored Product Ads. One of the substantial difference is that Sponsored Ads are always viewed at the top, far right section, and the bottom of the search result page. There can be as many as twelve ads located on every search result page. On the other hand, Headline Search Ads only appear once per search result page and can be located at the top.
Aside from that, Headline Search Ads are easy to spot since they stand out from the rest of the search results within a search result page. Sponsored Product Ads are a bit hard to spot since they have almost the same appearance to the search results when it comes to size and content. The only exception is that they have the term Sponsored at the top.
In Headline Search Ads, you can find custom text ads which can contain up to 50 characters, a brand logo, and a total of 3 different products. If you click on any of them, you’ll be redirected towards that product’s page. Meanwhile, if you click the brand logo, you’ll be taken to the seller’s page alongside the products or services he’s featured.
Benefits of Search Ads to Your Business
Headline search ads are located at the very top of the search result page. Thus, they are a useful tool for increasing your brand’s awareness and sales via search engine advertising. On the other hand, they’re a valuable tool for marketing your products because the ad is made in a way that it features a variety of products. Therefore, you can easily classify products according to shared business goals.
How to Create a Headline Search Ad
There are four steps required in order to create your first headline search ad. However, you have to keep in mind that the steps should be followed in the exact order. You can’t proceed to the next step if you didn’t complete the first one. They are as follows:
1. Comply with the requirements
There are several qualifications you should comply with when creating a headline search ad. One, you must have your registered brand in place. Two, you should be a professional seller. And three, you need to list at least three specific products listed in one of the following open categories:
2. Gather all the important elements
Once you have compiled all the requirements, the next step is to gather all the materials necessary to build your campaign. One of the things you need to have is a well-written business goal. This is essential so you can know where your business is exactly heading to.
Aside from that, you also need to have a list of the type of customers you plan to target. It’s equally important to have a list of the keywords that they often use. Another critical element is a custom message which you can use to effectively market your brand. You also need to include your brand logo in the ad with a dimension of 400x400 pixels.
3. Start creating your ad
The third step is to create your online advertising. To do this, simply go to Seller Central, click Campaign Manager > Headline Search Ads > Create Campaign.
You’ll be prompted to enter your campaign name and the budget you want to allocate along with your desired duration for the campaign. You can choose to set the budget for a daily basis or for the entire campaign. Also, you have to option to run your campaign continuously or only within a set period.
In this process, you’ll have to tweak a number of settings so you can properly optimize your campaign and increase the chances of your campaign getting approved (more on the optimization later).
You should keep in mind that you can’t change your campaign’s name once it has been launched. Therefore, during the creation process, you need to come up with a campaign that it easily recognizable.
Once you’re done, the next step is to add your keywords and bids. With a headline search ad campaign, you can only use manual targeting compared to the automatic targeting feature which is available in Sponsored Products and Products Display ads.
You can use the Upload Spreadsheet function to add your keywords to the campaign (although this is a bit buggy so you’ll have to try a couple times). Alternatively, you can use the “Add your own keywords” option to manually add a variation of the search terms which you think your target audience will use.
After that, you have to choose between Exact and Phrase match. Once you’re done, set the bid for every keyword then click Add.
Once you’re done, proceed to set your brand name (this will appear on your ad as “Sponsored by” followed by your brand name). Afterward, enter your headline and include a feature image. Additionally, you can include up to 3 featured products on your ad (you have the option to add less or none at all).
Once you’re done, you’ll notice two options: “Save as draft” and “Submit campaign”. Before you click Submit, I recommend going through your campaign and confirm if all the details you included are correct. Keep in mind that you won’t be able to make major changes to your ads once they start running.
4. Wait for your campaign to get approved
After submitting your campaign, it will undergo manual review by an Amazon team to ensure that your ad has met the standards. In order for your campaign to get approved quickly, make sure you don't use some unsupported statements such as best, affordable, or top-selling. You also need to ensure that your grammar is correct before submitting and ensure that your headline is relevant and unique.
You’ll receive a confirmation email once your ad gets accepted or if further changes are needed before it gets published. The entire process usually takes around 72 hours.
How can you make your headline search ads more effective?
Headline search ads can be more beneficial when used as a method of meeting the needs of customers as fast as possible. Therefore, your goal for using headline search ads is to provide a means to quickly direct your customers to the different products they may be looking for.
In order to make your banner ads much more effective, here are some tips to consider:
1. Create a Catchy Headline
You can only enter a maximum of 50 characters for your ad’s headline. Therefore, you need to make every word counts. You should also make sure that your headline follows the guidelines set by Amazon, otherwise, it will be rejected.
Additionally, it should be in line with your targeted keyword. A good ad message will always motivate a customer to click on the ad because it perfectly describes the item he’s looking for.
2. Choose the right keywords
Headline search ads work on a pay-per-click basis. Therefore, you need to pick keywords that you believe will bring in more sales.
You can have an idea which suggested keywords to use by checking at the various results from Sponsored Products campaign to know which keyword can easily convert into sales.
3. Check the impressions and clicks on your ads
If your impressions are quite low, a good action would be to increase your keywords bids. Another important metrics you should check is your ad’s number of clicks. In the ideal world, your ad’s number of clicks should be a bit lower than its impressions.
If it’s not the case, you can adjust your keyword, upload better images, or improve your ad message.
4. Take a look at the metrics
Aside from the other two, there are several other metrics like click-through rate you should monitor on a regular basis once your headline search ad is already running. By monitoring your performance metrics, you’ll be able to take a look at certain areas that may need improvement.
5. Perform A/B testing
It’s highly recommended to run some A/B tests so you can achieve the best quality score and possible results from your ads. Since you can customize the ad creative for your headline search ad, you can conduct tests using a number of variables to know which is the most successful method. These may include the following:
- Your featured products
- The message of your ad and its corresponding image
- The overall experience your customers can get from visiting your custom landing page
When you perform A/B testing, make sure to run multiple campaigns at one while changing only a single variable on each of them. This way, you can easily determine which among them can deliver the most profitable results. Also, it’s ideal to run your tests for some time so you can gather enough data.
Headline search ads are crucial when it comes to directing customers to your product. However, only a good product listing can drive traffic into your brand page and convert them into sales. The best ways to have a good product listing is to ensure that you have many customer reviews. This makes customers confident enough when purchasing from you, not to mention it also helps with your brand awareness.
How to Convert Traffic From Headline Search Ads in Sales
Headline Search Ads drive customers to your listings, but it doesn't mean that all those people will buy from you. You have to convince them and a big number of customer reviews is the key since this information helps your potential buyers to make a purchasing decision. Of course, you can ask all your buyers to leave a review by contacting them directly but this will take an eternity. The best way is to use SageMailer, this service automatically emails each your customer and ask for them a customer review.