Amazon Title Search Ads: A complete guide from creation to optimization

Creating headline search ads is an effective way to increase brand awareness and listing conversion rates. This article details how to create and optimize your headline search ads.

Create a headline search ad

1. Enter Seller Center: First, log in to Amazon Seller Center, click on the “ADVERTISING” tab, then select “Headline Search Ads” (title search ads), click “Create campaign” ( Create Activity) button to start.

2. Add products: Upload at least 3 products to the campaign and click the “Continue” button.

3. Select featured products: In this step, you need to select the products you want to display in the headline search ads and set the advertising slogan. It should be noted that the format of the advertising slogan should be capitalized with the first letter and the remaining letters lowercase. At the same time, you can also preview the display effect of the ad on different devices and click the “Continue” button after confirming that it is correct.

4. Set bids and keywords: Next, you need to set the default bid, match type, and keywords for your ad, and click the “Continue” button when finished.

5. Final configuration: Name your ad and set a daily budget and schedule. Also, preview your product landing pages to make sure everything is accurate. Finally, click the “Finish” button to submit the ad and wait for approval.

Optimize headline search ads

To get the most out of your headline search ads, here are some optimization suggestions:

Choose the right keywords

• When setting keywords, the system will provide some suggestions. Sellers should evaluate the traffic of these keywords based on the expected impression volume and the relevance of ASIN. Choose those keywords that best fit your product.

Choose keywords based on budget

• The price of keywords is determined by auction. Keywords with lower traffic have relatively lower competition and are therefore easier to obtain. High-traffic keywords require higher bids to win impressions. Sellers need to weigh the importance of budget and keywords and choose keywords that are highly relevant to the product.

The ad title must be written correctly

• Make sure there are no spelling errors in the ad title, including accents, inconsistent capitalization, etc. The title content should be highly consistent with the keywords and can include words that attract customer action such as “Exclusive” and “New”, but avoid unverified descriptions such as “#1” or “Best Seller”.

Test your ads

• Use the feature of the Amazon platform that allows sellers to create freely and determine the best advertising plan through A/B testing. Test items include but are not limited to title setting, image selection, product arrangement, etc. It is recommended to change only one variable at a time and continue this for at least two weeks to collect enough data.

Make full use of the reporting tools provided by the system

• Regularly check the performance of your ads, focusing on average cost of sales (ACOS) and detail page views (DPV). If your CTR is high but your DPV is low, it could be a landing page design issue.