Tag Archives: headline search ads

Overview of Amazon Marketing Services

You should never miss out on Amazon marketing services if you want to sell your stuff online. This is because Amazon is the biggest e-commerce space that you can get for your product. Amazon Marketing Services (AMS) is Amazon’s pay-per-click (PPC) platform where people get their products on the basis of keywords, products, and interests.

Overview of Amazon Marketing Services

AMS offers Amazon Pages, Product Display Ads, Headline Search Ads and Sponsored Products Ads.

How to enter Amazon Marketing Services:

If you want to get into Amazon Marketing Services, you must have one of these –

• A Vendor Central or Vendor Express login
• An invitation to represent a vendor
• An Advantage Central login
• A Kindle Direct Publishing account

Types of AMS Ads

1. Sponsored Products Ads

These ads give sellers more control over how they want to merchandise their product on Amazon. You can increase your product visibility when people look up the keywords you have bid on along with targeted ads. You only have to pay when someone clicks on your ad and reaches your page.

With Sponsored Products, you put out the maximum cost that you are willing to pay when a shopper clicks on your ad. If your bid is more competitive, you will have better chances of getting your ad displayed when someone looks up your keywords.

You must have a regular budget for every ad campaign and keep an amount that you are willing to pay. That way, at the end of a month, your ad expenditure won’t exceed your desired daily spend. Keyword research is an important part of is also very important, so make sure you do it well.

2. Headline Search Ads

Headline Search ads build the most brand awareness as they are displayed on the top, bottom and left rail of Amazon search results. They also feature a customized design along with your logo and headline. It also consists of three products that are click bait.
Keywords help in deciding if your ad will be displayed or not. If a shopper looks for something ideal to what your keyword is, that will lead to him finding your product.
Your creatives are auto-generated and all you have to do is add a headline and image before you submit your ad for review.

Amazon displays your ad to those shoppers who use the keywords from your campaign.
With these ads, you put out the maximum cost that you are willing to pay when a shopper clicks on your ad. If your bid is more competitive, you will have better chances of getting your ad displayed when someone looks up your keywords.

The only limitation is that Amazon will not accept ads that contain or relate to certain content. Headline Search ads can be made by all approved Amazon Marketing Services accounts.

3. Product Display Ads

Product Displayed ads are on the right side of an Amazon product page. It pays more attention to the brand than the product itself. In order to display your ads, there are two targeting methods: Product and Interest. Product targeting lets you choose which pages your ad will be shown on. You can also choose your campaign settings by naming your campaign, setting a CPC bid, a campaign budget, and the time.

Your ads will appear on the product detail page, around search results, customer reviews page, on top of the offer listing page and in Amazon-generated emails. When your items go out of stock, the ads are stopped until the item is back in stock.

With Product Display Ads, you put out the maximum cost that you are willing to pay when a shopper clicks on your ad. If your bid is more competitive, you will have better chances of getting your ad displayed when someone looks up your keywords.

Using AMS also has a lot of challenges –

• Making a good impression
• You can’t bid for more than what you can afford
• Getting good conversion rates
• Getting a decent return on investment (ROI).
• Not every seller uses AMS
• Impatiently raising the bid
• Not being creative enough with targeting

When you advertise with AMS, it is an opportunity. You should use it efficiently and it also depends on the products you are getting. But, you must also remember that it won’t get you instant success. Amazon focuses on how your ad performs, good targeting and product page appeal. You should improve your targeting and your product page for better ad performance metrics.

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Understanding Amazon PPC ads

Today’s online portal for e-business and sales is very competitive and vast. Amazon pay-per-click (PPC) ads are an efficient method for brands to create awareness, improve visibility, and increase sales.


Amazon Marketing Services (AMS) is Amazon’s advertising style provided to its sellers. It offers three kinds of PPC ads. They are headline search ads, sponsored product ads, and product display ads. These ads are all suitable for attracting customers and getting conversions done.

1.    Headline Search Ads

Headline Search ads get the most clicks among all the three types of PPC ads on Amazon. They build the most brand awareness as they are displayed on the top, bottom and left rail of Amazon search results. They also feature a customized design along with your logo and headline. It also consists of three products that are click bait.

How to create a headline search campaign

If you want to create a headline search campaign, you should start by choosing the most clickbait page of your ad. Shoppers click on this when they click on your ad. You can choose whichever Amazon Store page you want and you can also customize your own Amazon URL.

Then, you must choose your keywords which are used to target your customers. That way, if a customer clicks on your ad, he will be taken to your page and be given details about your products.

2. Sponsored Product Ads

Sponsored product ads are the most popular ones on Amazon as they bring in the highest amount of sales per click. They increase a product’s search visibility and bring more than usual people to your product details’ page. If you want to create a sponsored product campaign, you must choose the product you want to promote and add all the keywords which will help increase your product’s visibility. You can either do manual targeting, which includes selecting certain keywords for your ad or uses automatic targeting, where all your relevant keywords are targeted according to the product information. So, when a shopper looks for your keywords, your ad will pop up in the display if you win the Buy Box for that product.

3. Product Display Ads

Product display ads are becoming quite popular. These ads help to target shoppers who aren’t sure if they want to buy a product or not. They help in cross-selling and work extremely well for competition and give you a head start. These ads appear on product detail pages, customer review pages, the bottom of search results pages, and many other places. If you want to make a product display ad campaign, choose the product you want to promote and how you want to target customers. When someone clicks on your ad, they are taken to the product detail page.

4. Coupon Ads

If you have active Vendor Powered Coupons, then you can use the Product display ads to promote your products. These ads work just the way a regular product display and do, but the only difference is that they offer a coupon-specific creative. Amazon says that when you choose a product, there will be a notification about the availability of coupons. You can make a choice of advertising the coupon and view the ad before making the entire campaign live.

5. Deal Ads

Product display ads are also helpful when it comes to advertising deals with a limited amount of time. You will be presented the entire campaign process step by step. IT shows you the deals that can be used for promotion. They can be any Lightning or Savings and Sales deals which are under your vendor code. They should be approved and not to end within the next 72 hours.

The designs and logos for deal ads are auto-generated. They don’t have any custom headline or logo images. They show the type of deal, promotional price, and offer expiry date.


Amazon PPC ads help brands promote their pages in each stage. You can’t just set your campaign and forget about it. You need to change your ways, optimize things and target good keywords and products. Only that way, you will get good sales, convert shoppers to buyers and get good profits.

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Tips to know how to optimize Amazon products as campaigns

All the brands of all sectors such as fashion, consumer durables, and packaged food are interested in doing business on Amazon, Wal-Mart, Flipkart, and all such online sites. This is all because the advertisements and promotions done online are becoming a major part of marketing activity and is continuously increasing. Online shopping is trending these days which has increased the scope of companies registered online. Statistics say that 55% of products searched online are on Amazon. People tend to search their requirements on large retail and e-commerce websites instead of search engines like Google and Bing. The data analysis revealed that the amount spends on marketing activities on Amazon Marketing Services (AMS) saw a tremendous growth. Day by day Amazon is improving its performance. Amazon Marketing Service emerges as the most important advertising services in e-commerce. The strategies in it should be understood properly and its potential should be used in the best possible way. Amazon Marketing Services has three types of different advertising units- Sponsored Product Ads, Product Display Ads, and Headline Search Ads.

  • Getting granular with Sponsored Product Ads

The base of Sponsored products ads is targeting the campaigns. By this Amazon indexes your brand’s individual ASINs/ Product Detail pages. ASIN stands for Amazon Standard Identification Number that is unique and is assigned to all the products on site. It then runs the machine learning algorithms against that index to push the target keywords. The best-targeted keywords are selected for target campaigns and can be seeded into manual campaigns also.

Amazon Sponsored Ads

If you choose manual campaigns then you get more control over specific keywords, products, and ads that you want to include. Here you have to use the granular structure. You should aim to allocate a separate campaign per keyword and a set of products. This will give you more clearly and better control on optimization over granular at the product level.

  • Eligibility and Headline Search Ads

In order to run headline search ads which have different targeted keywords and banner ads that appear in a banner sized placement right at the top of the search results- your brand needs to display at the most three eligible products within the ad unit. If Amazon decides any one of the three products ineligible then your campaign will be paused and ads will be stopped appearing. This is lead to a huge loss of opportunity. Product eligibility has a commerce aspect for the advertising of the products.

Amazon Headline Search Ads

Amazon has all the rights to make a product ineligible for advertisement due to many reasons including but not limited to if the product is out of stock for a longer period of time or is not profitable enough for Amazon. Eligibility is applicable on all the products. You should be very careful before building and managing your ad campaigns. You should always keep a backup product ready if the main product that you chose is deemed ineligible by Amazon. You should always be aware of the latest updates and check the notifications regularly to ensure quick response towards any ineligible product and minimize the issue of ad campaigns stoppage.

  • Conquesting and defensive strategies for Product Display Ads

With the product display ads that appear on Amazon’s product details page, you should also target the consumers as per their interests and search results. You should do proper researching and these can include your product, your competitor’s products, or complimentary offering products. The most popular strategies that brands are using these days are either defensive campaigns or conquesting campaigns.

Amazon Product Display Ads

Conquesting means running the ads on the detail pages of competitive products in order to entice consumers who drive there to consider your product over the other products. As part of this you need to get you won merchandising, images, reviews, pricing, details of products, description, content, etc. spot on if you want to excel in conquesting. Brands are constantly doing experiments for its success. While defensive campaigns involve purchasing the spot for your product for ads while the competitors are unable to conquest it. Here you can help the consumer in identifying your product specifications and uniqueness. E-commerce advertisements are trending nowadays and which is preferred to be used by all the brands apart from their traditional advertisements.

For any further information on Sponsored Product Ads, Headline Search Ads or Product Display Ads, please contact us on info@bmconsulting.in. You may also visit our website www.bmconsulting.in to get further insights.

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Tips to drive sales with AMS and drive traffic on Amazon

drive sales to amazon

After you have completed the optimization of listings and the conversion, it is not important to increase the traffic of the products. This will give a boost to the products. You can increase this traffic through internal service provided by Amazon named as Amazon Marketing Services (AMS). Even though you have a best optimization product listing but that doesn’t guarantee your page to be the first page on the search bar. This can only be made possible if the keywords used are not vague with a high ranking. By optimizing the product you can come to know about the accurate and right keywords for the products. The product whose sales turnover is high will have a high ranking on Amazon in comparison to their competitors. Other relevant factors that affect the ranking are customer reviews, ratings, price ratio, conversion, delivery speed, time, etc.

  • Amazon Marketing Services (AMS)

Slowly and gradually the ranking of the products can increase. It takes much time and challenge for a company to top the ranking list on Amazon. When the awareness of the product is very less amongst the customers you need to do some advertisement campaign ads for discovering the product to the customers and making it appear on the top search pages on Amazon. Amazon marketing services focus on cost per click advertisements which is in the form of sponsored product ads and headline search ads which is applicable to the clicks made the viewers on Amazon. These ads are called prime real estate and they get the priority in the customer search. Whenever a customer searches for any item on Amazon they will get to see these results and will get the maximum number of clicks.


  • Creation of marketing budget for Amazon Marketing Services by the vendors

In today’s era, there is a lot of competition in the market. A vendor cannot rely upon the organic searches over Amazon. They need to invest in marketing activities to get ahead of their competitor as well as increase the traffic and sales of their products on Amazon. The competitors will bid on their brand’s keywords. Vendors need to create product display ads to drive the traffic from their competitor products to their products and the related products. Amazon marketing services require long-term attention and expertise for its proper use. It requires ongoing management as it cannot be stopped at any point in time. It needs expert monitoring and continuous optimization to ensure the best for the vendors. Vendors can do outsourcing through some consultant or learn how to manage these ads internally and recruit a specialty for it.

  • Different tools for helping the vendors

There are a few tools that will help the vendors in increasing traffic and sales of their products on Amazon:

  • Promotional activities

This is another way in which the vendors can drive the traffic and divert the customers to their product. This is a cross-site activity for listing on Amazon.  Majority of the customers searches products in the search bar on Amazon but there are few customers who are attracted towards the new updates of Amazon. These are the regular site visitors on Amazon. They are attracted towards various coupons, daily deals, hourly discounts, etc. vendors can create attractive deals and coupons for the customers. These ads are not only available on the pages but also in the listings in the search results on the product page. This promotional activity will help the customers in getting the best deals. Vendors are helped in increasing their product traffic and ultimately the sales of the product will increase.

Promotion Activity on Amazon

  • Increasing the external traffic

Vendors do have customers outside Amazon on social media, etc. the vendors can increase the traffic by proving various promo codes, discount schemes for them. They can target their influencers in the industry through these schemes.  Promo codes are a type of discount. These are the codes that the vendors create for the customers applicable to certain purchases that help the customers in saving some money or getting an additional service. A vendor needs to come up with a certain beneficial plan for the customers keeping in view their profits in this promotional activity.

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Headline search ads is a self- service advertising solution to drive demand for products sold in Amazon.in. These can be used to convert the consumers who are already shopping with amazon to become your customers in no time.


  1. It drives sales and brand recognition with the usage of keyword targeted ads above the search results.
  2. Helps to advertise multiple ASIN’s at on go
  3. Facilitates customized campaign image headline and landing page experience.
  4. Your campaigns can be on display continuously.

Tips to optimize the headline search ads:

Keyword targeting: The kind of keyword you use could also help to optimize your headline search ads. The keywords should be as follows:

  1. Use branded products keywords- Target your brand name along with the product name or some similar option for it.
  2. Competitor branded keywords- Using the keywords of your competitors brands or products can be of help.
  3. Complementary product keywords- Using the keywords of products that are used along with your product can help in creating indirect advertising.
  4. Sponsored products automatic targeting keywords- Targeting successful search queries from the automatic targeting sponsored products campaign.
  5. Out of the league keywords- Use the keywords that are not directly associated to your product but can create some out of the box category demand to attract the buyers to use your product.

Keyword Traffic Indicator : 

As you enter your keyword in the “Add your own keywords” a list of keywords will appear below to choose from. All the keywords there will have a different traffic identifier next to it depending on the impression volume and its relevance of ASINs opted for the campaign: high, medium or low traffic. Depending on your budget opt for the for the keyword, for a low traffic keyword a bid from tight budget should also work.

Bids Strategy :  AMS is an auction based pricing model which implies that you will pay one cent more per click than the next highest bidder. If your impressions are low and you already have an extended keyword list. This helps to get more impressions. It is advisable to increase your bids as the fact remains that if someone bids more than you then their ad will appear instead of yours. This becomes more relevant in case of high traffic keywords.

Custom headlines : The headline that you formulate should contain engaging messages like:

  1. Exclusive or new
  2. Have phrases as buy now or save now.
  3. All claims must appear in product detail page.
  4. Do not use any unsupported claims like #1 or Best seller, these sort of promotional messages will not be approved.

Testing:  Headline search ads give space for some customization of the ad creation, so as to give prominent place above the search results. Spending time in testing the creative can highly affect the ad’s performance. Testing can be done on following ways:

  1. Custom headlines
  2. Order, number and mix features of ASINs
  3. Custom landing page.

Best practices for testing are as follows:

  1. Set multiple campaigns at one time
  2. Change one variable at a time
  3. Run the test for a minimum period of two weeks.
  4. Locate the winning headline based on your business goal and test set-up.


There are metrics available to measure campaign performance. It includes clicks, spend, sales and ACoS ( Advertising Cost of Sales).  Monitor the metric in conjunction with the CTR. Thus a high CTR with low Detail Page Views indicate that customers do not go beyond custom landing page and it indicates to start testing the ASIN mix.

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