Amazon Headline Ads With Brian Johnson of Canopy Management
Amazon Headline Ads With Brian Johnson of Canopy Management

Classic mistakes with Amazon headline ads can be prevented. Brian discusses the strategies to make your headline ads stand out and be more effective.

The second most prominent ads type – formerly known as Amazon Headline ads

are the “Sponsored Brand Ads”.

Types : 

  • Banner ad
  • Skyscraper ad – shows up the bottom left 
  • Tile ads – 2-3 squares that show up at bottom of ads. 

Banner ad -They allow you to put in a twitter type title and set up the main image. 

Skyscraper ad – shows up at the bottom left 

Tile ads – 2-3 squares that show up at bottom of ads. 

They allow you to put in a twitter type title and set up the main image. 

Common error

The common mistake Brian sees – early 2018, Amazon introduced version 2 from banner to include the skyscraper ads and tile ads. 

They didn’t “grandfather” in the ads. 

So if you’re not creating new ads, you’re using the traditional banner ad. 

How to use SBA

Take keywords from sponsored product ads that convert well. 

They DON’T use SBA for research. 

Generally, the cost per click should be lower. 

Competition is stiffer because of fewer positions. 

Set up recommended

Add in keywords.  

A little more than the suggested bid.

Tune bid weekly based on impressions etc. 

  • Pick 3 products
  • Pick the main image
  • Create a title

Two main options:

Strategy one

Generic title – trying to grab the attention of a shopper looking for a keyword. Amazon recommends you use the brand logo or main product image as the main image. Brian doesn’t recommend that. It’s better to use a lifestyle image (in action with a person). Or something with high contrast that pops out visually. 

It can one of the secondary images of your best selling product. 

Lead with top-selling product 1,2,3 

If introducing a brand new product, try position two. That will help Click-Through Rate (engagement)

It’s also going to help with the conversion rate. 

Most people don’t set up their brand page – it needs a designer. 

It’s extra work and extra cost – so they just send it to a search result list

Strategy two 

Trying to target specific keywords. 

You basically have two produce a large number of ads for this. 

This is when Brian recommends a campaign that has one target keyword and close variations of it. 

Set the main image to a good choice. 

So you create dozens of ads. 

Why do this?

Brian often hears “I tried one headline ad once and it didn’t work” 

The key is “once” (or “one”)

You need to try different ads and split test them. 

Don’t create one or two – get into the habit of creating new ones. 

You’re building a portfolio of ads at Amazon PPC Management. 

The Second strategy is primarily about targeting a specific audience. 

Go for mid and long-tail keywords eg “black mattress cover”

make sure images are relevant. 

Brand analytics – sponsored ads –  It’s helpful with trying to rank

 Basically you can analyse if you can hit top 3 positions on the keyword if it happens in brand analytics. 

What about Headline Ads setup  – banner ads at the top; some on the side; some on bottom

Target keywords that you know convert for Amazon PPC Management.

Try multiples with 

  • Titles
  • Main image
  • 3 photos – sequence of photos

Classic mistakes with headline ads

Not split testing and creating new ads!

Don’t put it on if you have products with poor reviews – 4-5 star

Don’t use Sponsored brand ads to test keywords for Amazon PPC Management.

They may purchase the cheaper product ultimately – but don’t lead with it. 

If you have 10 products, you need to mix and mingle the products in your ads. 

If you go OOS with 10 products, the whole ad stops showing. 

Change

  • the order
  • Title
  • Image
  • Products included or not

Split test: 

  • Title
  • Images

Ad rejection by Amazon PPC Management 

You’ll know you’re pushing the boundaries if Amazon is rejecting your ads. 

Amazon is now becoming more restrictive in terms of keywords  

Eg “booster” “Halloween” they don’t allow you to have in the title. 

Eg: religious, time-based holiday not here yet; restricted products. 

Sometimes you say silly things like “the best x ever” – it’s subjective!

Brand ads

Link to the store page, not just a product page!

Make sure you set up your store/brand page and make it look decent

Conversion rate is higher. 

What to use headline ads for

  1. Block space for competitors who are trying o show on your ASIN 
  2. Another opportunity to see and click on your listings

If you’re organically ranking on page 1, should you run ads? Yes! exposure. 

When not to use them

  1. If you don’t have 3 variations 
    1. You can get around that 
  2. But generally if working on developing your brand
    1. You’ve got 3 products – you don’t really have a “brand” yet. You may be laying a foundation. 
  3. Products with poor review ratings. 
    1. 2-3 stars – is not going to get much of a click – and if it does, it won’t convert.  

Recommended Set-up

  • Add in keywords  
  • Bid at a little more than suggested bid
  • Pick 3 products
  • Pick the main image
  • Create a title
  • Tune bid weekly based on impressions etc. 

Brand analytics – sponsored ads –  It’s helpful with trying to rank

 Basically, you can analyse if you can hit the top 3 positions on a keyword if it happens in brand analytics. 

What about Headline Ads setup  – banner ads at the top; some on the side; some on the bottom?

Target keywords that you know convert

Try variations on ads with: 

  • Titles
  • Main image
  • 3 photos – sequence of photos

Classic mistakes with headline ads

Not split testing and creating new ads!

Don’t put it on if you have products with poor reviews – 4-5 star

Don’t use Sponsored brand ads to test keywords  

They may purchase the cheaper product ultimately – but don’t lead with it. 

If you have 10 products, you need to mix and mingle the products in your ads. 

If you go OOS with 10 products, the whole ad stops showing. 

Change

  • The order
  • Title
  • Image
  • Products included or not

Split test: 

  • Title
  • Images

Ad rejection by Amazon

You’ll know you’re pushing the boundaries if Amazon is rejecting your ads. 

Amazon is now becoming more restrictive in terms of keywords  

Eg “booster” “Halloween” they don’t allow you to have in the title. 

Eg religious, time-based holiday not here yet; restricted products. 

Sometimes you say silly things like “the best x ever” – it’s subjective!

Brand ads

Link to the store page, not just a product page!

Make sure you set up your store/brand page and make it look decent

Conversion rate is higher. 

What to use headline ads for

  1. Block space for competitors who are trying o show on your ASIN 
  2. Another opportunity to see and click on your listings

If you’re organically ranking on p. 1, should you run ads? Yes! exposure. 

When not to use them

  1. If you don’t have 3 variations 
    1. You can get around that 
  2. But generally if working on developing your brand
    1. You’ve got 3 products – you don’t really have a “brand” yet. You may be laying a foundation. 
  3. Products with poor review ratings. 
    1. 2-3 stars – is not going to get much of a click – and if it does, it won’t convert.  

 

How do people get more training or help from you?

Formal course

Amazingfba.com/SPA 

 

Dense course – launching in October  – 15-16 hours of video. 

PPC Management software 

For those who are just starting out with Ads -PPC Scope is ad management software with the free trial 

amazingfba.com/PPCscope 

Community

 FaceBook community with 16,000 members “Amazon PPC Troubleshooting”[link]

Agency

Canopy.management is the agency site – work with established brands. Phenomenal hands-on team. 36 staff on team!

Apply here if you want to discuss working with Brian’s team: 

https://www.canopy.management/get-started