Headline Search Ads introduced to Seller Central

Headline Search Ads introduced to Seller Central


What are Headline Search Ads?



Let’s start from the question – What are Headline Search Ads?


Headline Search Ads feature was, until recently, an exclusive Amazon Marketing Service. This service enables to create keyword targeted campaigns, allowing brands to promote 3 or more products at the same time. Traffic is driven to the brand page or to the custom made landing page on Amazon.



headline search ads in seller central



Where are Headline Search Ads shown?



They are shown above the search results.




Do you need Amazon Store to run Headline Search Ads?



No you are not obliged to have Amazon Store to run Headline Search Ads – you can send customers to the page you specified –  page specially created from the products you selected to advertise.




Who can advertise?



Headline Search Ads can be used by Professional sellers who are brand owners.




So how does it work?


  1. step – Choose three products for advertising
  2. step – Be creative –  You are able to write unique headline for your ad that will present your brand and product to the potential customer. You are limited to up to 50 characters
  3. step – Choose bids and keywords you would like to target



Reminder – Bids represent highest amount you are willing to pay for your ad to be clicked. You will compete with other sellers in the race for displaying ad for a particular keyword, and the bid is one of the parameters that is taken into consideration for ad placement . The higher the bid you place, more likely you are going to show up with your ad for the desired search query. Bids can be changed over time.



Biggest difference between Seller Central and Amazon Marketing Services Headline Search Ads are keyword match types: In Seller Central you can choose between Phrase and Exact match types.


As always you should choose your keywords wisely – the more precise keyword the bigger the chance that the customer will be served with the right ad. The more you are relevant, less you will pay for your ad to be clicked.


  1. step – Name your campaign, choose campaign duration, place your budget and perform the last check on your ad, landing page and keywords that you are targeting.



After this step you can choose if can choose between saving your campaign as draft or submitting it for a review.
There are few things that you should look for – make sure that you have chosen clear images and that your brand is well represented. We would like to underline that minimum daily budget for Seller Central Headline Search Ad campaigns is $10.
Headline Search Ads in Sellers Central gives users possibility to advertise in the same manner as vendors on Amazon Marketing Services, leaving only Display ads as Amazon Marketing Services exclusives.
We expect that with new campaign type we will see more competitors for headline position and that the potential bids will rise and effect current Amazon Marketing Service advertisers.




Should you choose Headline Search Ads if you are already advertising on Sellers Central with Sponsored Product Ads?



Yes, we strongly suggest advertising on both positions. By advertising with Headline Search Ads and Sponsored Product Ads simultaneously you are covering more advertising space on Amazon and have better chance for your ads to be clicked and eventually to generate more sales.





If you are current Amazon Marketing Services user with hybrid account advertising both on AMS and SC, should you migrate your Headline Search Ads from Amazon Marketing Services to Seller Central?



The answer is not simple. Sellers Central was always known for better reports and more options for controlling your advertisements. If you highly rely on reports and possibility to change time frames to compare your campaign performance, you might consider moving the campaigns to Seller Central.