Amazon Headline Search Ads: Detailed explanation of placement and usage conditions

Headline Search Ads (HSA) are banner ads that appear at the top of other search results based on Amazon searches. This form of advertising can not only help sellers display their products in a prominent position on the Amazon search results page, but also And there are many ways to attract the attention of potential customers.

Placement Features

Headline search ads are usually located at the top of the Amazon search results page, that is, above the search results. The characteristics of its placement are as follows:

1. The most eye-catching and highly targeted: The headline search ad slot is displayed at the top of all keyword search results and directly below the Amazon search box. The horizontal coverage area accounts for 4/5 of the Amazon page, and it occupies a larger position than any other advertising space. The IP and search keywords targeted at a user always appear at the top of each page of search results.
2. The seller specifies 3 key promotion products to display: Sellers can customize creative ideas to promote product brand information according to their own ideas. Toutiao search advertising space can more closely meet the actual promotion needs of sellers. Sellers can promote 3 products through one advertisement.
3. Exactly match keywords: Accurately locate customers through keywords to obtain higher marketing conversions. The premise for the Toutiao search advertising space to appear is “search keywords”, which means that only after the seller specifies the keywords, the customer searches for the keywords, and meets Amazon’s keyword matching standards (broad, phrase, precise), this banner Ads will appear.

Composition of advertising content

The content in Toutiao search ads includes five parts:

• Customized advertising content (Custom Message)
• A link to your product listings or Amazon Store pages
• Brand Logo
• Brand Name
• Three featured products

Click on the trademark, title or purchase prompt button in the Toutiao search advertisement, and the buyer will enter the seller’s customized product collection page or the seller’s brand flagship store page; and 3 can be set in the right window of the advertisement Products, click on a single product to enter the corresponding details page. If you want to create a product collection page, sellers need to select 3 to 100 products, and these products must share the same keywords.

Conditions for using Toutiao search ads

Toutiao search ads are suitable for professional sellers who are brand owners. To use Toutiao search ads for promotion, sellers also need to meet the following applicable conditions:

1. Professional sellers who have completed Brand Registration 2.0.
2. Must be an active Amazon seller account.
3. The goods sold must be able to be delivered to every corner of the country where they are sold.
4. Have a valid and reputable Amazon account and a valid credit card.
5. The products must belong to applicable categories and cannot be adult products or second-hand refurbished products.
6. Before creating an advertisement, sellers need to prepare the following information:
   • Brand trademark logo of 400×400 pixels and less than 1MB, and must be included in the advertisement.
   • Daily budget planning.
   • Customized advertising materials.

As can be seen from the above introduction, Toutiao search advertising not only provides powerful exposure opportunities, but also allows sellers to flexibly adjust advertising content according to their own needs, thereby better attracting target customer groups.