The top of the Amazon search results page is the “golden display position” that every seller wants to get. Amazon has launched Headline Search Ads (HSA) for this area. This is a banner ad that appears on top of other search results based on Amazon search.
Previously, this ad feature was only available to VC (Vendor Central) and VE (Vendor Express) accounts. Now Amazon has also begun to open this ad feature to third-party sellers (Seller) accounts.
The display position of headline search ads
Through headline search ads, sellers can display their products in a prominent position on the Amazon search results page, that is, above the search results.
The content of headline search ads includes 5 parts.
·A custom message (customized advertising content).
·A link to your product listings or Amazon Store pages (a link that can lead to your product page or Amazon store page).
·Your Logo (brand trademark image).
·Your brand name (brand name).
·Three featured products from your catalog.
By clicking on the trademark, ad title or purchase prompt button of the headline search ad, the buyer will enter the product collection page customized by the seller or the seller’s brand flagship store page. By clicking on a single product, the buyer can enter the corresponding product details page. If you want to create a product collection page, the seller needs to select 3 to 100 products, and these products must share the same keywords. It can be seen that headline search ads have extremely high marketing value.
1. The most eye-catching and highly targeted
The headline search ad position is displayed at the top of all keyword search results and directly below the Amazon search box. The horizontal coverage area on the Amazon page accounts for 4/5, which is a large position that all other ad positions do not have, and the IP and search keywords for one user always appear at the top of each page of search results, which has the strongest targeting.
2. The seller specifies to display 3 key promotion products
The seller can customize the creativity according to his own ideas to promote the brand information of the product. The headline search ad position can more closely meet the actual promotion needs of the seller. Sellers can promote 3 products through one ad.
3. Accurately match keywords
Use keywords to accurately locate customers and achieve higher marketing conversion. The premise for the appearance of headline search ads is “search keywords”, that is, only when the seller specifies keywords, customers search for keywords, and meet Amazon’s keyword matching standards (broad, phrase, precise), this banner ad will appear. It can be seen that it can accurately grasp the intended customers.