目前，已经进行品牌备案的卖家后台会出现这项新广告功能，如果你准备提升品牌知名度，可以在campaign manager使用Headline Search Ads功能，建立一个在搜索结果中处于突出的位置的广告，买家的页面能够展示你的产品。
Headline Search Ads创建完成后，需要进行3天审核。
1、What areHeadline Search Ads?
Headline Search Ads are keyword targetedcost-per-click ads that allow brands to promote 3 or more products and drivetraffic to a brand page or to a custom landing page on Amazon.
2、What iskeyword targeted advertising?
Keyword targeted advertising matches the keywordscontained in your campaign to the search terms that shoppers are searching foron Amazon. When a shopper searches using words or terms relevant to yourcampaign, your ad can appear above search results.
3、Where aremy ads shown?
Headline Search Ads are displayed above searchresults.
Where are shoppers directed to when they click on myads?
When shoppers click on your ads, you can specifywhether they will go to a custom landing page on Amazon or to your Amazon Storefor your brand.
4、Do I needto have an Amazon Store to run a Headline Search campaign?
No. When shoppers click on your ads, they go to thepage at Amazon that you specified. This could be the Amazon Store for yourbrand, or any page that showcases your products on Amazon.
5、How do Icreate a Headline Search Ad campaign?
Log in to your Amazon Marketing Services account andclick 'Create an ad' from the main page, then select the "Headline Search- Target by keyword, appear above search results" option.
6、Who iseligible to use Headline Search Ads?
Headline Search is available for all approved AmazonMarketing Services accounts. See Amazon Advertising Policy Guidelines foradditional details.
7、Can I editmy ad?
The creative for your campaign is automaticallygenerated through the Amazon Marketing Services ad builder. You are required toadd a custom headline and image before you submit the ad for review.
8、How arekeywords matched to a shopper's search?
Your ad will be shown when a shopper’s search onAmazon matches a keyword in your campaign. Match types include broad, phrase,and exact match. With exact match, your ads can appear only when someonesearches for your exact keyword, without any other terms in the search. Withphrase match, your ad can show when someone searches for your exact keyword, oryour exact keyword with additional words before or after it. With broad match,the keyword can match a shopper’s search terms in any order along with otherclose variants of your keyword.
9、How muchdo Headline Search Ads cost?
Amazon Marketing Services uses a cost-per-click,auction-based pricing model. We recommend you set the maximum cost-per-clickyou are willing to pay. The more competitive your bid is, the more likely yourad will be displayed when an Amazon shopper searches for one of your keywords.The minimum cost-per-click is $0.10 and you will never be charged more perclick than what you bid.
10、Is there aminimum budget?
The minimum budget for a campaign is $100 forall-campaign budgets and $1 for daily budgets. You will only be charged for theactual cost of clicks received and never more than your budget.
11、Is there amaximum length my campaign can run?
Campaigns can be scheduled to run up to four monthsin advance and can run continuously without a scheduled end date.
12、What typesof term variations does Headline Search Ads allow today, if any?
Headline Search Ads does not allow any keywordvariations such as stemmed words (for example, house and housing), plurals, ormisspellings. Advertisers must explicitly add those variations in order to beconsidered.
据了解，Headline Search Ads本身的显示位置就是一个优势，可以将流量导向其零售品牌页面。这个广告功能最明显的特点是点击headline算一次费用，进入之后点击任何产品都不算点击费。卖家可以通过Headline Search Ads的定位把流量引到登录页面或者品牌页面。