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Amazon is full of profitable opportunities for advertisers. And if you’re looking to maximize return on ad spend (ROAS), there’s no better option on Amazon than Headline Search Ads (now called Sponsored Brands).
But with so many advertisers vying for attention on the platform, it can be challenging to create ads that stand out and drive results. That’s why we’ve put together this guide on how to create amazing Headline Search Ads (HSAs).
So, stick with Merch Jar as we delve into the world of HSAs and uncover the secrets to creating high-performing ads that drive sales and boost your brand’s visibility on Amazon.
Let’s get started.
At Merch Jar, we understand the daily challenges of managing Amazon advertising campaigns while juggling other important aspects of your business. Our mission is to empower sellers like you to reclaim your time and maximize your profits through intelligent ad automation.
We’ve helped thousands of Amazon sellers and brands achieve their advertising goals, driving sales, increasing visibility, and optimizing ad spend.
Our expertise, coupled with innovative features like Smart Campaigns and Recipes, sets us apart in the Amazon PPC automation space. When you choose Merch Jar, you're not just getting a tool—you're getting access to a wealth of knowledge, support, and proven strategies to elevate your Amazon advertising game.
Amazon Headline Search Ads (now called Sponsored Brands Ads) are a type of advertising service offered by Amazon to sellers on their marketplace platform. These ads allow sellers to promote their brands and products directly to customers through targeted placements within search results.
Similar to pay-per-click advertising, Amazon Headline Search Ads (HSAs) are keyword-targeted, meaning sellers can pick specific keywords relevant to their products to target their ads to customers actively searching for those terms.
Here’s an example for the search “womens bag”.
The HSAs that won this bid are displayed at the top of the search results page, above the organic listings. These ads typically consist of a custom headline, logo, and three featured products from the seller’s inventory (complete with their ratings can review counts).
The purpose of HSAs is simple—to increase visibility and drive traffic to a seller’s product listings. By targeting customers who are already actively searching for specific keywords, HSAs can be an effective way to capture their attention and potentially lead to more sales.
Now that we’ve defined what HSAs are in a general sense, it’s time to get more specific about the elements that make up a successful HSA.
Let’s break this ad variety down into its main components.
The first element we’re covering is keywords.
In many ways, this is the most important element because keywords are what connect your ad to potential customers. The process is pretty easy to understand—you create an ad that targets specific keywords, and when shoppers search for those keywords, your ad has a chance to appear.
You choose the keywords you want to target based on what shoppers search for to find your products. For example, if you’re creating an HSA for a lineup of Bluetooth headphones, some obvious candidates include “wireless headphones” and “Bluetooth earbuds”.
The more relevant your keywords are, the more likely you are to get clicks and conversions.
Your headline is the very first thing people will see, so make it compelling.
For example, when searching for Bluetooth headphones, this HSA headline states, “Shop The World’s Toughest Earbuds”. This is an attention-grabbing headline that highlights the durability of the product.
Your ad headlines should be clear, concise, and relevant to your target audience. Use strong verbs and action words to create a sense of urgency and encourage people to click on your ad.
By featuring specific products within the ad, you can highlight your bestsellers, new releases, or products that align with the customer’s search query, enticing them to click through and explore more.
Amazon Headline Search Ads let you feature up to three products in one ad, with each product having its own image. Ratings and review counts are displayed on the product card, but shoppers need to click on the ad to see prices.
Adding your brand logo to your headline ads helps to increase brand visibility and recognition. When shoppers see your logo displayed prominently next to relevant search results, it strengthens your brand in their minds and builds familiarity and trust.
Here are some of the benefits of using Amazon Headline Search Ads:
Setting up Amazon Headline Search Ads is pretty straightforward. First, you’ll need an Amazon Central account. If you don’t have one yet, just go to sellercentral.amazon.com and sign up: it’s free to join.
Then follow these steps:
The first thing you need to do is configure your campaign.
Start by signing in to your Amazon Seller account. Then, follow these simple steps:
After that, add your campaign name and budget.
Next, you need to decide on a format for your HSA. This is how Amazon knows what type of ad you want to run.
You can choose from three options—each has its own pros and cons:
You can also choose where you want shoppers to be taken when they click on your ad. By default, it will take them to the product detail page for the advertised product, but you can also choose to send them directly to your brand’s store.
Now it’s time for the main event—creating your ad! Let’s walk through the different components you’ll need to consider when building your ad.
The first element you’ll need to set is your brand name. When the ad goes live, whatever you put here will be displayed as “Sponsored by…”
Next up we have a headline.
This can be very short, but it needs to catch the shopper’s attention. Think about using keywords related to your product or brand, and don’t shy away from controversial statements—for example, “Shop the softest t-shirt of all time!”
The featured image is what appears under your brand name, logo, and headline (to the left of the products or video). It’s essential to choose an image that's high-quality, eye-catching, and related to your brand (preferably a product photo, but not one that appears in the ad).
The final component of the ad is the products or video you want to promote. You can pick up to three products, and they will appear in a grid format with their prices listed below. Make sure these products are relevant to your brand and have appealing visuals.
The key to success with Headline Search Ads is choosing high-quality, relevant keywords.
Think about the most popular search terms that relate to your products. You can use Amazon’s Keyword Tool to discover popular keywords, or check out the keywords your competitors are targeting.
Here are some of the specifics to look for with Amazon keywords:
Next, you’ll need a bidding strategy. This is how you’ll determine:
There are a few different strategies you can use, depending on your goals and resources. Some of the most common include:
We’re big fans of that last option—and with Merch Jar Recipes, it’s easy to create complex bidding rules that work to optimize your campaigns in the background.
With Recipes, you’re able to create custom ad automations that target campaigns, ad groups, keywords, and targets. You can choose from a wide range of actions and metrics—from ACoS to sales—that will automatically trigger bid adjustments for you.
For example, you could set up an automation that looks for ACoS above 25% and automatically lowers your bids by 10%. Or, you could create an automation that increases bids by 20% when a keyword has converted at least 3 times in the past week.
Curious about Recipes? Check out some of our pre-built starter automations.
Keywords are the backbone of your Amazon Headline Search Ads. By bidding on keywords, you are essentially telling Amazon which search terms you want your ad to appear for. This is crucial in driving relevant traffic to your product listing and ultimately increasing sales.
There are two kinds of keywords:
You need to bid on positive keywords to get your ad to appear, and you need to use negative keywords to filter out irrelevant traffic. Deciding which keywords to focus on is partially a matter of trial and error—some will convert better than others.
Want to automate the process of managing your keyword strategy?
Merch Jar's Smart Campaigns feature is designed to automate the keyword bidding process for Amazon PPC, enhancing sales while reducing ACoS. It focuses on keyword isolation, which involves promoting well-performing search terms and removing poor ones to allocate the budget more efficiently.
As a result, you can sit back and let Merch Jar handle the tedious keyword management tasks, while you focus on other aspects of your business.
Creating effective Amazon Headline Search Ads requires some strategy and finesse.
Here are some best practices to keep in mind:
Your headline is the first thing customers see, so make it attention-grabbing. Mention a key benefit or the product name. For example, “Silky Soft Bamboo Bed Sheets - The Perfect Night’s Sleep!” Keep headlines short, around 5–6 words.
Images are critical for engagement and click-through rates. Choose a high-quality, close-up product image showing its key features or benefits. For example, a crisp image of bamboo sheets with a swatch displaying their softness. Images should be at least 1,000 pixels on the longest side.
You bid on the amount you’re willing to pay each time your ad is clicked.
A higher bid means more impressions and clicks. Start with the suggested bid and adjust based on your performance over time. Monitor your ads regularly and make changes to improve click-through rates and conversion.
Group similar products in their own ad group, like “Bamboo Sheets” or “Bamboo Bath Towels.” This allows you to tailor ads, bids, and keywords to each product type. You'll get more relevant traffic and higher conversion rates.
Optimizing your Amazon Headline Search Ads is an ongoing process of refining and improving. Follow these best practices and closely monitor your campaign's performance. Make small tweaks and adjustments to your ads, keywords, and bids over time to boost your results.
By closely tracking key Amazon performance metrics, you can identify areas for improvement, make informed decisions, and maximize the return on your advertising investment. Here's why monitoring performance metrics is important and how to do it effectively:
Begin by evaluating your advertising goals and determining how much you're willing to invest to achieve them. Consider factors like your product margins, advertising objectives, and expected return on investment (ROI).
Based on your performance data, adjust your budget as needed to maximize the efficiency and effectiveness of your campaigns. By setting realistic budgets and actively managing your ad spend, you can optimize your advertising strategy and achieve your desired outcomes while maximizing your ROI.
By keeping a close eye on what your competitors are doing, you can gain valuable insights into market trends, pricing strategies, and promotional tactics.
Analyzing competitor ads allows you to gain insights into their messaging, creative elements, and targeting strategies. Pay attention to the headlines, images, and ad copy used by your competitors to promote their products.
From understanding the fundamentals of Headline Search Ads to implementing best practices that drive results, our comprehensive guide has equipped you with the knowledge and tools needed to succeed in the competitive landscape of Amazon advertising.
By following the step-by-step process outlined in this guide, you can create compelling ad campaigns that effectively showcase your products, attract qualified traffic and drive conversions.
By automating tasks and providing insightful analytics, Merch Jar allows sellers to optimize their ad performance efficiently, freeing up more time to focus on core business activities and driving growth. With Merch Jar, you can confidently navigate the complexities of Amazon advertising, knowing they have a trusted partner to support their success every step of the way.
