Headline search ads can help sellers effectively increase product sales and brand awareness. In order to better achieve advertising results, sellers can refer to the following optimization tips for headline search ads.
1. Analyze keyword traffic
When users enter keywords in the headline search ad system, the system will recommend a set of keywords to sellers. According to the expected display volume and the ASIN relevance of the advertisement, the traffic of each keyword (high, medium, and low) will be displayed. Sellers should analyze the traffic of each keyword and choose the keywords that are most beneficial to their products.
2. Select keywords according to budget
Headline search ads are based on an auction pricing model. Low-traffic keywords have fewer bids, so it is easier to win the bid. If you want to win high-traffic keywords, the seller’s bid must be competitive. If the seller’s budget limits his bid, he may not be able to get display on very popular high-traffic keywords.
However, one thing to note is that not all keywords with the highest traffic will necessarily lead to conversions. Sellers should choose keywords that just match their products.
3. Write ad titles correctly
Ad titles must ensure punctuation and spelling accuracy. Headline search ads do not support stress, capitalization, abbreviations, synonyms, and common spelling errors. Sellers should add these titles to their lists as separate keywords.
The title and ad copy should be highly consistent with the product keywords. You can use attractive or call-to-action phrases such as “Exclusive”, “New”, “Buy Now” or “Save Now” in the title, but you must not use illegal ad words, such as “#1” or “Best Seller” and other unconfirmed or sales rankings based on a certain period of time.
4. Effectively use the reporting tools provided by the system
Amazon will track sellers’ advertising indicators, including ad clicks, ad spending, and sales generated by ads. Sellers should pay close attention to these indicators, which can provide sellers with very valuable information and help sellers analyze the effectiveness of advertising operations. Sellers need to pay special attention to the following two indicators.
·Average cost of sales (ACoS)｜Total advertising cost divided by the number of sales generated.
·Product detail page views (DPV)｜How many customers clicked on your custom lead page and viewed your personal product detail page.
For example, if the seller’s ad click-through rate is very high, but the product detail page views are very low, it means that there is a problem with the seller’s ad lead page.
5. Continuously test ad creatives
One of the advantages of Toutiao search ads is that sellers can customize their own ad creatives, so sellers can take advantage of this and spend time testing different ad elements, including custom ad titles and images, the order, quantity and combination of products that appear in the ad, and the customer experience of the custom ad landing page.
Testing ads requires following certain methods. Sellers can set up multiple campaigns and run them simultaneously, changing only one of the variables at a time. The minimum test period is two weeks. Finally, set your own ad success criteria based on your business goals and test results.