What are Amazon headline search ads? Amazon headline search ads review

Amazon Headline search ads are a high-impact advertising product that can display your products in a prominent position on the Amazon search results page, above the search results. Through the ad, shoppers will enter your product collection page or Amazon brand flagship store page.

About Toutiao Search Ads

Toutiao search ads were first launched on Amazon’s US site, and will be launched on other sites in due course.

By clicking on the logo, title or purchase prompt button of the headline search ad, shoppers will be taken to your customized product collection page or your brand flagship store page. To create a product collection page, you need to select 3 to 100 products that can share the same keywords.

Applicable conditions

1. Have a valid Amazon account in good standing;

2. Ability to ship to all parts of the United States;

3. Provide a valid credit card;

4. The products to be promoted must be brand new products (adult products, second-hand products and refurbished products are not accepted);

5. Professional sellers with brand registration;

6. The products to be promoted belong to the following applicable categories:

Placement

1. Place it at the top of the search results page on PC and mobile terminals.

2. Place it below the page turning bar on PC and mobile terminals.

3. Located on the left side of the search results

HSA drainage

Amazon brand page: Usually this page has a relatively high traffic-generating effect.

Product details page: It is basically a page of search results itself.

Operational Model

1. HAS is an ad that appears at the top of search results based on keyword targeting.

2. Each banner ad can display up to three ASINs.

3. Advertisers can customize their headlines and link their ads to a custom landing page.

importance

1. The most targeted advertising function.

2. The display location is the most eye-catching.

3. Accurately match keywords.

4. Review is considered hidden.

5. The seller specifies 3 key products to be promoted.

Advantages

1. Have a highly visible vantage point on mobile and desktop.

2. Customizable creative allows you to control your brand messaging.

3. Keywords associate shoppers and serve ads to them.

4. Pay-per-click advertising only pays for advertising performance.

5. Advertisements can display promotional product groups.

6. Use relevant keywords to locate shoppers.

Optimization suggestions

1. Set up multiple advertising campaigns to run simultaneously.

2. Change one variable at a time.

3. Run the test for at least 2 weeks.

4. Determine winning criteria based on business goals and test settings.

Preliminary preparation

1. Define your business goals and understand the buyers you want to target.

2. Set a daily or lifetime budget for your ad.

3. Select three products that you want to promote in your ad creative and write a custom title for the ad.

4. Write a custom ad message to promote your brand.

5. Prepare a 400x400 pixel brand logo to be displayed in your ad.

How to set it up

Step 1: Go to Seller Center - Advertising - Headline Search Ads - Create Campaign.

Step 2: Add at least 3 products to your ad.

Step 3: Select the main product to be displayed in the headline search ad and set the advertising slogan (note that only the first letter should be capitalized, and the rest should be lowercase).

Step 4: Set the default bid, match type, and keywords for the ad. It should be noted that in Amazon’s headline search ad settings, you can directly evaluate traffic for the keywords you choose.

Step 5: Set the ad name, daily budget, ad time, preview your product landing page, and click "Finish" to submit the ad.

Step 6: Wait for ad review and approval.

Advertising optimization tips

1. Target the right keywords

Strategically selecting keywords can increase the chances of your ad being shown.

2. Research keyword traffic

When you enter keywords for your HAS campaign, the system will recommend a set of suggested keywords for you, and a traffic indicator (high, medium, low) will appear next to each keyword, which is determined by the expected impression volume and relevance of the ASIN being advertised.

3. Choose keywords that fit your budget

If your budget limits your bids, you may not win impressions on very popular, high-volume keywords. Low-volume keywords won’t have as many bids, so it will also make it easier for you to win the auction.

4. Use the right language in your title

you can:

• Use attractive words like “Exclusive” or “New”.

• Include a call-to-action phrase, such as “Buy Now” or “Save Now.”

You may not:

• Make unsubstantiated or time-based claims, such as “# 1” or “Best Seller.”

5. Run ads continuously

Run your ads constantly, don’t just wait until holidays or seasonal shopping events like Valentine’s Day, Black Friday, and Cyber ​​Monday. You need to show your brand in HSA ads year-round to increase your visibility and continue to grow your audience. When customers finally decide to buy your products, you want them to remember your brand.

6. Make good use of reporting tools

Amazon automatically tracks your campaign metrics, including the number of clicks on your ads, your ad spend, and the sales you generated.

You need to pay special attention to the following indicators:

• Average Cost of Sale (ACoS): Total advertising cost divided by the number of sales generated.

• Detail Page Views (DPV): How many consumers clicked through your custom landing page and viewed your individual product detail pages.

7. Test, test, and test again

Remember to follow some best practices when testing:

• Create multiple campaigns and run them simultaneously.

• Change only one variable at a time.

• Conduct testing for at least 2 weeks.

• Determine the criteria for ad success based on your business goals and test setup.