Headline search ads are basically a form of keyword-driven Pay-Per-Click ads, infused with a bit more flexibility. They prove to be quite impactful as they stretch across the top of the search result page making them more noticeable than any other paid promotions. Also, you can season and customize the product choice and click destination that differentiates your products from the conventional. Plus keyword-based targeting makes sure your ad is reaching the right audience at the right time.
Initially, headlines search ads were reserved for sellers operating through Vendor Central and Vendor Express or the sellers registering themselves as vendors just to take the advantages of the vendor privileges. In August 2017, it was extended for the 3rd Party sellers with brand registry. Recently, this dynamic e-commerce giant has introduced two updates which adds to the versatility and flexibility of Headline Search Ads.
What’s New With Headline Search Ads:
While sponsored ads were allotted multiple placements across the result page, headlines search ads used to be reflected only on the top of the page with different variations for desktop and mobile screens. But now your ad will show on two new destinations:
1) Left side of result page
2) Bottom of the result page
These new placements are an excellent opportunity to escalate your brand awareness and make your presence felt amongst the similar looking products. You can take a look at this new format while you are in the process of creating the campaign.
New Bidding Options:
As for bids, Amazon has recently introduced two new bidding options: Automatic bidding and Custom or Manual bid adjustments.
Automatic Bidding: Amazon will automatically optimize the bid to give a boost in conversion rates. For eg: Amazon will decrease bids for the ads or keywords that are less likely to trigger sales. As a seller, you can set the maximum CPC bid on a specific keyword; Amazon will never increase the bid than the specified limit.
Manual Bidding: While you turn off the automatic bidding option you need to set the bids manually. You can increase or decrease the bids as well as set the amount or percentage upto which you want to increase or decrease the bids.
With these two new updates, headline search ads got a much-needed refurbishing to compete with Amazon sponsored product ads. As a brand owner, these changes open up new opportunities as well as heat up the competitive environment.
Presenting your ad in an appealing way and setting the right bid is what matters. Expert guidance from leading Amazon PPC optimization service providers like eStore factory can make you stand out from the competition. Our experienced Amazon PPC specialists will help you boost your campaign performance and sales.