Understanding Amazon Sponsored Brands (Headline Search Ads) – And The Best Ways To Use Them

The topmost portion of the Amazon search results page is the prime real estate and the Sponsored Brands (Previously known as Headline Search Ads), as the name suggests, are a smart way to feature your brand on the top of the SERP to drive more traffic and sales. Amazon Marketing Services offers Sponsored Brands for all the 1P and 3P sellers with the Brand registry and these are quite different from the sponsored ads as they are focused mainly to promote the products right on top of search results. Let us see what are they and how they can be put to best use to increase the traffic and brand awareness to your products.

How do they work?
Sponsored Brands (Or HSA) can be the most beneficial tool for driving sales if you understand how it works.
• These are keyword targeted banner ads.
• Ads appear on top of the search engine results page.
• Each banner ad can feature up to three ASINs.
• Sellers can customize their headline and a customized landing page can also be linked to it.

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Choose the Right Keywords
As stated earlier, Sponsored Brands are keyword targeted ads and the success of it lies solely on targeting the right keywords. As an advertiser, you need to select keywords that are relevant to your product and then bid on those competing with other Amazon sellers in order to display your ad. These keywords can be either a single word, such as “Denim”, or multiple words like “Men’s Denim Jacket”.

Research on Traffic Volume
When you enter keywords for your campaign, AMS will give you a list of suggested keywords which pop up automatically with a search volume indicator. Based on the amount of traffic that the keyword gets and the relevance of the ASINS in your advertising campaign, the indicator will show high, medium or low, for you to choose the right one.

Choose the Keywords that fit in your budget
Sponsored Brands are ads that work on an auction-based pricing model and when you win the auction your ads will be displayed. That means, if you want to win the high-traffic keywords you must be bidding competitively. Too low a bid, chances are other sellers’ ad will appear. In that case, you must increase your bid to win more impression. But keep in mind that you do not need very high traffic to make the high conversion – just the right keywords to target the right shoppers for your products will do.

Use the Reporting Tools
Amazon Marketing Services keeps track of your ad campaign and shows you the metrics on how many clicks you have got, the money spent, and the conversion made.
Here are a few metrics to watch out for:
• Average Cost of Sales (ACOS) – Total cost spent on the campaign divided by the number of sales.
• Detail Page Views (DPV) – The number of shoppers clicked your custom landing page and reached your product’s detail page.
These metrics give you an insight on how well your ads are performing and help you take the right action.
Try, Test And Repeat
Sponsored Brands Ads gives you the flexibility to customize the ad creative. It would be smart if you invest time and resources in testing the custom ad headline and the banner image. You can also play around with the order, number and the combination of ASINs that you would like to feature in the ad.
Here are some best practices to follow:
• Set up multiple campaigns with different keywords simultaneously.
• Run the test campaign for a minimum of 2 weeks.
• Try changing one variable at a time and rerun the campaign for another 2 weeks.
• Figure out what is working and not working based on the metrics and test set-up.

Considering the fact that it gets the prominent place in the Search Engine Results Page and the money that needs to be invested, it would be wise if you get some professional help for choosing the right keywords and setting up the banner.
Get in touch if you would like to hire professionals from Fabongo to do a winning campaign for you.

If you need any professional help for your Amazon store management, get in touch with us at [email protected]
Fabongo is a Vancouver, British Columbia based agency providing human resources to manage all things Amazon marketplace.


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