UPDATE: As of September 2018, Amazon is rebranding all of their AMG, AMS, & AAP features under a new name called, “Amazon Advertising”. Headline Search Ads will now be called ‘Sponsored Brands’. Learn more here.
Amazon is now testing a new design & layout for custom landing pages for Headline Search Ads.
As seen in the example below, when you click on the Headline Search Ad (that leads to a custom page), the results are now displayed in this new format, which also includes the bullet points for the item.
New Custom Landing Page for Headline Search Ads
“Amazon appears to only be testing this for some users,” Ryan Burgess, Sr. Marketplace Channel Analyst at CPC Strategy said.
“It’s worth noting that this happened automatically, on existing campaigns. We didn’t change anything or set up new campaigns to see the landing page altered.”
So, what’s the takeaway?
According to our experts, if you haven’t optimized your content already – now is the time to do so.
Compelling product content not only improves your overall organic ranking & discoverability, but it also has a direct impact on product advertisements.
Updates like this solidify why Amazon Sellers/Vendors should have rich & valuable content.
More on Headline Search Ads:
If you’re not familiar, Headline Search Ads are keyword-driven and can appear across the top of the SERP.
Headline Search Ads are considered top-of-the-funnel ads because potential customers who click through these banner-like ads are typically at the beginning of their buyer’s journey, and likely open to browsing.
Headline Search ads (now available to Vendors & 3P Sellers) may show up above Amazon.com search results on the Amazon mobile site and app.
To qualify for Headline Search Ads, all 3P sellers must be accepted into the Brand Registry program first. This ensures that you are the brand owner for each product advertised.
Headline Search ads can send traffic to:
- An AMS brand page
- A custom URL (made of three parent products)
- A best-selling product
Targeting Amazon Headline Search Ads
If you couldn’t tell by now, the golden rule with Headline Search Ads is to reduce friction for your shoppers and put the most relevant products in front of them.
Just as with Sponsored Product Ads, you can choose to use the suggested keywords or use your own. Although Headline Search Ads are keyword-driven like Sponsored Products, they also use ad copy to surface an ad.
The headline and text in your ad copy should match the keywords that are the MOST important for your product. That way, you should see increased relevancy and a more productive click through.
For more information check out our resources below: