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Headline Search Ads

AMS Headline Search Ads: What You Need to Know

Amazon Marketing Services (AMS) help sellers promote their products and brand to their customers through different campaigns – and creating Headline Search Ads is one of them.

Headline Search Ads target customers through keywords and operate on a cost-per-click basis. These ads are displayed at the top of the search results page, regardless of what device a customer is using when shopping in Amazon.

To create one for your business, the following steps must be followed:

1. Sign up first in Amazon Marketing Services

Before proceeding in making your own product campaign, you must first create an account and register for Amazon Marketing Services. Once your account is all set up, proceed to the next step.

2. Choose the campaign type

There are three campaign types to choose from:

Sponsored Products, Headline Search Ads and Product Display Ads. In this case, you need to choose the Headline Search Ads.

3. Select destination for your advertisement

You need to select a landing page for your customers as soon as they click on your advertisement. You could either select Create a page, Your Amazon Page and Custom URL. Then you are going to add ASINs individually afterwards. Just keep in mind that the minimum budget for this is $100.

4. Set a campaign budget and bid

Set your campaign budget for the bidding. It could either be 0.50$ per clicks of the advertisement or a price higher than that. Those advertisements that appeared on the first part of the search engine are the ones who had won the auction. You will do the bidding along with selecting the keywords.

5. Pick out keywords

In selecting keywords for your Headline Search Ads, Amazon recommends to start with 30 to 40 keywords that are no longer than 1 to 2 words per keyword. You have the option to choose whether to go for the Amazon-suggested keywords or look for your own keywords that can generate the traffic you desire.

6. Add the image and headline

Once you’ve chosen the right keyword for your products, you will then need to add the image and headline of your advertisement. This will be the final process in creating your product campaign. In creating the headline, there are a few guidelines Amazon provided:

  • Use the words “exclusive” and “new” within the copy.
  • Use some actionable phrases like “Buy Now” and “Save Now”.
  • All claims must appear in the product detail page.
  • Do not use unsupported claims like “#1” or “Best Seller”.

As soon as your Headline Search Ads has been successfully created, do not forget to run your campaigns continuously and simulate tests for your ad so you will know what to improve next. Running this kind of your campaign for your business promotes your product directly to your customers in just one click.

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