FUNDAMENTAL GUIDELINES FOR AMAZON HSA

HSA is one example out of the many types of ads that you can run on Amazon in order to boost up your sales. With highlights on your brand, HSA provides other value added benefits such as brand visibility and customer trust.

Headline search ads, abbreviated as HAS, play a vital role in building your brand on Amazon. Have you ever pondered over the Search results page on Amazon and found banner ads specific to a brand featuring products in the same category? Chances are that you have already clicked on it but not heeded on its details. So, let’s look at an example of HSA for better clarity. Below is a portion of the search results page for the search term “microwave oven”.

The section that has been encircled in red is a headline search ad. These types of ads may appear on the top of search results, on the bottom of search results or on the left hand side of the search results.

HSA are used to create brand awareness among Amazon shoppers. Each HSA features only a selected category of products. This process of advertising on Amazon is an easy method to drive repeated purchases from your online store as it maximized visibility and gives a plpatform to shoppers to develop a trust in your brand.

We shall dive in to the essentials of HSA by going through each component:

1.Landing page or Products Listing page:

This is the page to which shoppers are directed to once they click (anywhere except the products displayed) on the HSA. It contains all products in a single category. The first step to HSA campaigns is to create the products listing page. Once you login into seller central, you should access campaign manager and click on headline search ads followed by create campaign. At this point, you may select all your products from a selected category to display on the landing page.

2. Display banner:

The banner is exactly the HSA (shown in the figure above) which is displayed upon triggering of ads through search terms. After creating the landing page, the next step of campaign creation is to create the banner. You have to enter your brand name and a headline. Enter the image of your logo or a specific product to be displayed on the banner. Next you can add three products which will be shown on the banner. Here is a labeled image of a HSA banner creative to help you identify each component.

3. Keyword bid

Once you have added all the components of the banner creative, you have to set a default keyword bid. There are two options for this step – automated bidding or manual bidding. In the manual bidding options, you may select the percentage offset from the default bid for displaying your ads in all other placements other than top of the search results page.

4. Keyword:

The next step will be adding the keywords. You may choose the suggested keywords or add your own keywords manually for all match types (broad, phrase and exact). Amazon suggests that you add at least 50 – 100 keywords.

5. Campaign details:

Finally, you will be required to add the campaign details such as name, duration and budget. After this, your campaign will be reviewed. The review process happens within 72 hours.

A low sales volume on Amazon can be frustrating scenario for online sellers. Together with many other methods, HSA campaigns can be used in collaboration with sponsored product ads to give exceptional results for your products. Embedding your sponsored ads with new product targeting gives added benefit to your campaign as a whole. It assists in maximizing visibility of your brand to the widest range of relevant customers. Once customers are satisfied with products from your brand, it is highly likely that you will receive repeated purchases and/or referred purchases. Simple steps mentioned above can help you to set up a HAS campaign to give a significant boost to your sales.

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