Strategically Optimize Amazon Headline Search Ad

How do you ensure your brand will be seen at the right place, at the right time, by the right shopper? By utilizing the importance of the banner ads that run along the top of the Amazon search results page.

Now made available for both vendors and sellers, this Headline Search Ad is the top placement of your Amazon ads search results, based on keyword relevance.

There are three standard ways to optimize Amazon Marketing Services (Amazon AMS) ad campaigns: Headline Search Ads (Sponsored Brands), Sponsored Products, and Product Display ads.

We’ll focus on Amazon Sponsored Brands, or more widely known as Headline Search Ads.

Retailers can drive paid traffic to their own brand page, best-selling product pages, and custom URLs using this option. You can create a headline search ad in your campaign by using the Amazon Marketing Services or Seller Central as this article shows you how.



A headline search ad can feature :

  • three related ASINs (usually your best selling products)

  • the brand’s logo (this is where you showcase your brand)

  • the brand’s own headlines (the more creative the headline, the more clicks)

Be aware of the best-selling products to feature in the headline search ad. When you’re choosing products to feature, group them. Grouping, as it’s called, will give you more sales. Shoppers might buy three products at once that you grouped when they were just looking for one. Grouping is best for similarly-themed products or products of the same brand.

The Headline Search Ad allows you to change the order in which the different products appear. Feel free to mix and match the order, but make sure the three are always your best-selling products. Use keyword research to help you sort the order, which we’ll tackle later.

There are three other ways in which the Headline Search Ad can be customized for Amazon marketing:

  • Custom headlines and images - This is where your brand can experiment on the right ad copy for the best headline. What is a headline? It’s a catchy phrase that makes you stand out from the rest. Think of your brand’s value proposition when you’re writing a headline. The quirkier the headline, the better.

This is also where the logo for your brand will be placed, and any catchy image. Images are important too because mobile users will usually only see the main image.



  • Custom URLs for landing pages - Amazon now allows the option to create custom landing pages for the best-selling products on the Headline Search Ad. The landing pages include the product listing up to the first few bullet points.

  • Custom URLs for Store - Provide shoppers with a unique experience for your brand. Amazon provides custom templates and a custom URL for your Store. This is your brand page.

Customize the Headline Search Ads using the strategies above but remember: make sure to create highly relevant campaigns.

Speak directly to your brand’s target audience. Use power words that address the shopper’s needs. Provide the ‘why’ to your brand’s vision and mission; make sure the Amazon shopper knows why your brand is different from the competition. This will keep help run a powerful Amazon advertising campaign. Basically, speak to the audience by providing an effective ad copy.


Headline Search Ads are keyword-driven. These are Amazon targeted ads, based on the strategies of keyword targeting. The brand will have to choose the best keywords for the product.

The easiest way to do this would be to use an Amazon keyword tool from the AMS Sponsored Products campaign. Or, use other keyword research tools such as Viral Launch. Before you’re ready to launch a Headline Search Ad campaign, you should have your major keywords ready.

Analyze a keyword yourself to see if it meets your standards due to:

  • Converted order numbers per keyword search term per ASIN

  • Number of product sales per keyword search term per ASIN

  • Number of clicks per keyword search term per ASIN

No matter what, find the best-targeted keywords. Typically, the highest traffic keywords will also have the highest bids. The key is to choose keywords with more niche and lower traffic. This way, your brand can optimize keywords more efficiently.


Today, we’ll walk you through setting up a campaign on Amazon Advertising Services (AMS). We’ll guide you step-by-step in setting up the Headline Search Ads or Sponsored Brands ad campaign.

You can set up a campaign on your account by going to Advertising > Campaign Manager > Create Campaign. Choose your campaign, Sponsored Brands (Headline Search Ad)


Then, select your campaign name and your campaign budget. Set the start/end date. Choose your Amazon store page or a product list page.


Then choose three products from your list you want to promote. Once you’ve added your product, scroll down to the Creative screen.

Here’s where you’ll input the ad copy of the headline and the brand logo. You can see a preview of the Headline Search ad.


Next, you’ll input your keywords. Choose to input either suggested keywords, your own keywords, or uploaded keywords. Set a default bid.


Then, Save and Finish!


We know how important Headline Search Ads are but how can you tell if it’s working for you? You can use a tool such as Sellics or Amazon Campaign Manager (AMS) itself to see the performance of your ads.

On AMS, you can also view your advertising reports:

These reports will give data on your Sponsored Brands / Headline Search ads, such as:

  • Keyword Report - This gives you the KPIs for keywords in both Sponsored Products and Sponsored Brand ads. The report filters out keywords that did not get any impressions, so you’ll know which keywords aren’t working. Keyword targeting, as we’ve mentioned, is an important part of Headline Search Ads.

  • Search Term Report - This report gives you findings on search terms used by Amazon Shoppers. It also includes KPI you can utilize. It’s where you’ll find high-converting keywords, and other search terms across the board.

  • Placement Report - This shows report shows how your brand is appearing within search results. This is particularly important for Sponsored Brands, because you constantly want to check that it’s appearing on top of the Amazon page to be effective. There are three types of placement options reported--”Top of Search on Amazon,” “Other on Amazon,” and “Unclassified.” For Headline Search Ads, you’re going to want to be looking at “Top of Search on Amazon.”


Test, test, test. Perform keyword research and test the keywords. Try to perform an Amazon search yourself.

Monitor through both constant research and constant testing. Amazon gives the option to test your headline search ad for two weeks. Other options include changing one variable at a time and setting up multiple campaigns to run simultaneously. Take note of this for your ad campaign.

Test and optimize constantly. Many companies put up an ad and forget about it. The successful brands don’t. AMS Amazon lets you customize your brand in the Headline Search Ad, so gage to see how the ad copy works first. Then change the headline or landing pages as you see fit. Your product image is as important as your product, so keep checking the mirror.

So you’re ready to run your Amazon Sponsored Products or Headline Search Ad. To maximize your ad campaign even more, MarketplaceOps is here for you. We are a team of online marketplaces and eCommerce experts who have been in the industry for many years. We’re willing to help you every step of the way. If you have more questions about our article or if you simply need help in starting or handling your Amazon business, just reach out to us by sending an email or clicking the link here: