Create Amazon headline search ads

Business Benefits

Improve ROI and sales through Amazon ads.


Log into Seller Central, hover over Advertising and select Campaign Manager.

Click on Create campaign in the Management tab.

Click on the Continue or Register your brand button in the Sponsored Brands campaign type.

Headline search ads are grouped under Sponsored Brands. If your brand isn’t registered, the Continue button will appear as Register your brand. You will have to get brand registered to create headline search ads.

Name your campaign the same as your headline to organize and easily identify active campaigns. Include other identifying information as necessary.

For example, turn the headline Higher absorption than other Vitamin C tablets with a target of keywords into a campaign name of Higher absorption than other Vitamin C tablets - KW. This allows you to immediately identify what the headline of the campaign is, and whether it’s a headline search ad or a headline product targeting ad.

Choose Product Collection ad format. This will create an ad that shows a logo, 1-3 products, and a headline. These are Headline search ads.

You would typically run store spotlight and video ads alongside headline search ads for each product. Each option allows you to highlight different products or aspects of your brand, and they show up in different places on Amazon. The different ad types don’t compete with each other. Store spotlight ads may not be worth pursuing if you’ve got a small product line, your storefront isn’t really polished yet, or you’ve got a type of product that people just want to buy and not browse.

Choose to send customers to a page on your storefront, or to a customized landing page that you make for this ad.

Most people in the industry agree that sending them to the custom landing page or product list page, consistently converts better for most products. However, some products may sell better to customers who are first directed to a storefront. A/B test this if in doubt, using a headline search ad that sends traffic to a storefront, and the same headline ad that sends customers to a new landing page, and track which converts better for your brand.

Upload your logo, enter your brand name, customize your headline, and select the products to include in the ad.

If you have similar products that would appeal to the same customers, include up to 3 of them. If you have different products with overlapping keywords, include 1 product to avoid distracting customers with products that they might consider irrelevant to their search.

Enter a headline up to 50 characters long. Establish credibility, catch attention, or convey a unique benefit in your headline. Test multiple headlines and see how they perform. For example:

  • The daily vitamin organizer that seniors trust
  • Car fanatics love Aisha Prints
  • Fishing pros use Jackson Kayaks
  • Find out why our customers love our makeup kit
  • Did you know our sunscreen is waterproof?
  • Higher absorption than other NMN supplements
  • Dependable tires for all-terrain and seasons
  • A light broom that doesn’t break

Select Keyword Targeting, as headline search ads use keywords in the headline and appear in search results.

You can find keywords using tools like Merchant Words, Helium 10, or Jungle Scout. These keywords should already be used in the title, bullet points like product features, description, and backend search terms on your listing.

Add keywords that Amazon should use in displaying your ad. Don’t leave out any applicable keywords. Include a higher bid for the most relevant keywords and a lower bid for less relevant keywords.

You normally don’t have to worry about targeting too many keywords or adding less relevant keywords. Amazon will typically not show your product for keywords that are irrelevant.

The suggested bids are often good starting points. Use automated bidding unless you’ve been running an ad for a new product, and you aren’t getting very many impressions - turning off automated bidding may force Amazon to show your ad more. Once the product has been selling for a while, though, re-enable automated bidding.

Add negative keywords if customers use search phrases including the same words as your keywords, but they are looking for a totally different product. Amazon is pretty good at not showing your product for those irrelevant searches, so most of the time you don’t need negative keywords in the beginning.

Review your campaign and submit it for review. Ads are not automatically approved.

You may have trouble getting certain headlines approved. Amazon is very picky on what you can say and can’t say. Set a reminder to check back. If it isn’t approved, click on drafts, find the campaign and click on edit. Make the changes they requested.

After you’ve launched your campaign, make sure to monitor it and make sure it is going according to plan. Regularly make new variations that use different headlines, different logo images, and different landing pages. Typically campaigns spend a lot with little return to begin with, but this will improve over time.