The Four U’s for Crafting Sponsored Brands Headlines that Generate More Sales

Mike Zagare
Founder PPC Entourage
December 19, 2019
2 min read

In this post, I’m going to share with you the Four U’s for Crafting Enticing Headlines when using Sponsored Brand Ads.

  1. Your headline should be Unique. (Craft a headline that stands apart from those of your competitors). [snow shovel – ‘The snow isn’t going to shovel itself!’]
  2. Your headline should be Ultra Specific. (Specificity = the search term that shoppers are using is included in your headline).
  3. Your headline should convey a sense of Urgency. (Urgency = a strong call to action like “buy now!”).
  4. Your headline should be Useful. (Provide insights as to how your product will solve a problem or fulfill a desire – show shoppers how they will benefit from buying your product).


Here are some useful tips:

  • A great way to fashion your headlines is to mine words from the comments left by your customers’ reviews of your products. Keep in mind that customer reviews usually contain at least three of the U’s within them (unique, ultra-specific and useful).


  • Dive into the Search Term report, which will give you (unique & ultra-specific) information on all of the terms connected to a sale {with a decent ACoS}. Go to Entourage Campaign Expansion Search Term Expansion.


  • Use the Copy, Rinse and Repeat technique. Start with your best headline, copy it, then cull the search terms that have led to sales (ultra-specific) and insert them into the copied headline to create a ‘new,’ targeted-keywords-rich, headline.  (If you need an additional assist, please use our free Entourage Spotlight Headline Creator tool).


Using the Four U’s is something every Amazon seller should do if they wish to create magnetic headlines that generate more sales when using Sponsored Brand Ads.




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