Amazon Headline Search Ads

Breaking Amazon Seller News: Headline Search Ads (now Sponsored Brands Ads) Placements Are Now Live In Seller Central

UPDATE: On September 5, 2018, Amazon consolidated all of its advertising offerings into a single program. In addition to the consolidation under the Amazon Advertising umbrella, the “Headline Search Ads” program title was changed to “Sponsored Brands Ads.”

Amazon quietly made Headline Search Ads for Amazon Sellers available today in Seller Central. Headline Search Ads are the ad banners that appear at the top of a search results page after a user performs a search on Amazon.com; not to be confused with Sponsored Products ad placements, which appear among the search results. While there can be up to twelve Sponsored Products ads on a search results page, there is only one spot for a Headline Search Ad.

Headline Search Ad Screenshot

Some Background on Headline Search Ads

Headline Search Ads have been available to 1P Amazon Vendors for years on Vendor Express and Vendor Central through Amazon Marketing Services (AMS). The addition of this ad placement for 3P Sellers continues the trend that we are seeing to bring parity between the two distinct platforms—regardless of how a brand sells their products on Amazon. A third ad placement called Product Display Ads is still only available to 1P vendors through AMS. We expect in the next 6-12 months, Product Display ad placement will also find its way over to the Seller Central platform.

In order to make use of the Headline Search ad position as a seller, you first need to complete the Brand Registry and have your products properly associated with the brand. You can only create Headline Search Ads as a seller for products for which you are the brand owner.

How Headline Search Ads Differ from Sponsored Products Ads

Headline Search Ads are different from Sponsored Product Ads in several ways. The ad itself contains a brand logo or “main image” along with an up-to-50-character headline, as well as three separate products. You must have three distinct products (not variations) in order to create this type of ad.

A buyer can click on any of the three products to go to their respective product detail pages. Buyers can also click on the logo or headline of the banner ad and they will be taken to a page that resembles a search results page, but with only products, the seller has chosen to advertise.

Headline Search Ads are keyword-based and paid per-click. When you create a campaign, you need to select keywords using Broad, Phrase, or Exact match types with bids on each keyword. Existing Sponsored Products campaigns can help you decide which keywords to utilize. It is important to note that negative keywords are not currently supported in Headline Search Ads.

Creating Headline Search Ad Campaigns

When creating a campaign, you must set a daily budget greater than $10 per day. After creating your campaign, it goes to the Amazon Advertising Team for manual review and approval. It is important to note that campaigns are rejected if they fail to meet certain guidelines. Campaigns that do not contain capitalized letters at the beginning of the title or proper nouns will more than likely get rejected.

Approval of new campaigns takes around 8-24 hours on the AMS side. We expect this to be the same timeframe on the Seller Central side for the time being but will likely get longer soon because as sellers start utilizing this feature, I expect the approval times to increase to multiple days.

Headline Search Ads Reporting

Reporting for Headline Search Ads have not been nearly as detailed as they are for Sponsored Products. Since the option is new, I haven’t seen any reports yet, but I expect the reports to be similar to what is available to vendors through AMS. The most notable aspect that is missing is the User Search Terms report that we’ve grown accustomed to for Sponsored Products ad placements.

The absence of the User Search Terms and the inability to create negative keywords means that it is easy to waste money on Headline Search Ads. Creating broad match keywords without those important features means you may have to spend money on irrelevant user search terms which will increase your costs.

Since Headline Search Ads contain a creative headline and an image, this means there are two extra important components to optimization efforts. Sellers who spend the time testing these and optimizing them will find they have the upper hand against their competitors

I’m excited that this new ad placement option is available to sellers. As a brand new development, we’ll have lots more on the Seller Labs blog and our Facebook Page to share about advertising on Amazon in general—and Headline Search Ads specifically.

Thanks,
Brandon Checketts
Seller Labs Founder

Brandon Checketts

Brandon is one of the co-founders and main data geek for Seller Labs. He started Seller Labs after finding no other tools that could provide the flexibility needed for his used-book business. He no longer sells online, but now guides Seller Labs as the lead innovator to make sure that our products remain on the cutting edge.

This Post Has 10 Comments
  1. For those with experience running Headline Search Ads… if I am running them from both my AMS account and Seller Central and pointing at the same ASINs… does Amazon detect that I own that product from both accounts, or am I effectively targeting the same ad space and competing against myself?

  2. For those with experience running Headline Search Ads… if I am running them from both my AMS account and Seller Central and pointing at the same ASINs… does Amazon detect that I own that product from both accounts, or am I effectively targeting the same ad space and competing against myself?

  3. On Ignite In the near future are you going to implement a feature for a bulk edit for exact key word phrases that will allow you to move them from your auto campaign to your manual campaign? and at the same time make that exact phrase a negative keyword in your auto campaign? This would be awesome and help save time

  4. On Ignite In the near future are you going to implement a feature for a bulk edit for exact key word phrases that will allow you to move them from your auto campaign to your manual campaign? and at the same time make that exact phrase a negative keyword in your auto campaign? This would be awesome and help save time

  5. I have a branded product of high heel shoe inserts that I invented/patented & sell on Amazon. I would like to make a Headline Search ad for my product. However as I understand from you video I must be selling at least three products that are related. I invented only one, do I have to go back into my basement lab & invent two more?
    My high heel shoe inserts are in two piece sets. I already sell the forefoot piece of the sets as a ball of foot cushion for flat shoes, can that count as a second product? Can I sell the high heel shoe inserts custom covered in white silk as a separate product for my ‘third product’?

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