Amazon Headline Search Ads now available for 3P Sellers

Recently, Amazon rolled out Headline Search Ads for third party seller in seller central. However, it seems to be an exciting one, but it may increase competition among keywords.

But, what is Headline Search Ads (HSA) all about?

This new feature is like pay per click ads, providing more flexibility in crafting customized ad to market products on search pages of Amazon. It is integrated with your headline copy (which you can write yourself), logo and three product images and works in the same way as Amazon Sponsored Product Ads. Third party sellers must grab this opportunity to drive traffic and boost sales using measurable, goal driven KPIs similar to Amazon Sponsored Products.

Headline Search Ads are supported by Amazon Marketing Service and appears below the search bar depending on the keyword targeted.

The Ad looks like this:

How to enroll?

To initiate the Headline Search Ads, you must register in the Brand Register program and must be an active Amazon Sponsored advertiser. Headline Search Ads campaign is available now; one can go through step-by-step procedure published by Amazon marketing services.

To be qualified in this program, you must also be eligible for below mentioned categories:-

• Vendor Central
• Vendor Express
• Kindle Direct Publishing
• Advantage central
• Request invitation to sell products for a vendors

Additionally,

• To locate HSA, go to Seller Central > Advertising > Campaign Manager.

• Amazon represents Headline Search Ads in Seller Central as “A new way to advertise your brands. It enables you to build a custom ad that has an imperative placement in search results and drives buyers to that landing page.

How Much Amazon Headline Search Ads Campaigns Cost?

According to Amazon, The HSA cost is the total sum you wish to pay for a single campaign and keep in mind, you will only pay for clicks on your ads, not impressions. You will then be provided with the analytics on how many people clicked on the ad ultimately and purchased something. These insights help you to adjust the ads in the future.

What Does This Mean for Sellers?

Amazon HSA for vendors resulted into a profitable competitive advantage. But, for sellers it may be uncertain. As sellers bid on specific keywords and due to high competition, bid is likely to go up and gains can certainly decrease. Amazon is slowly and steadily adding features in Brand Registry program and Amazon Early Reviewer program, so it is important for sellers to stay upgrade and take advantage of every opportunity.

Which keywords are beneficial to include?

The right keywords drill down to what you want to sell and what people are likely to search for on Amazon. Test your Ad campaign by optimizing with the more specific keywords. One of the keyword should be the brand name or name of the product. For instance the company is selling clothes; one of the keyword can be “Levis jeans for Women”. Some of the keywords can also be the names of competitive brands in specific industry. You are free to use keywords that may be not be exactly what you are selling but it should be similar enough to what consumers are searching for. Mix of different type of keywords is recommended for optimal results.

Once you are settled with optimizing the right keywords and bids, you are all set to create your HSA. Amazon has already inculcated some immense guidelines to boost your ad’s success.

Since these ads appear at the very top of the search page, we recommend you to take advantage of HSA when launching a new product line or promoting seasonal items to give your products maximum visibility.

The Bottom Line

Learning the ropes by targeting the best keywords and investing time in testing Headline Search Ads can put the high impact on your success of advertising.

Wish to learn more? Connect with us for more tips on how to optimize your campaigns.