Entourage Spotlight Blueprint Series

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How To Create and Manage Engaging Headline Search Ads, Step By Step

The Spotlight Blueprint Series will walk you step by step through the core strategies we use to build brand awareness and expand our profits through HSA/Sponsored Brand Ads on Amazon. You’ll learn how to build engaging campaigns that attract more customers, and you’ll learn the ins and outs of how to maintain them.

You’ll learn strategies for dominating the search results page and increasing visibility and brand awareness, plus instructions on how to research keywords, select appropriate images, properly communicate the story of your product or brand, and how to maintain a winning ACoS through proper planning and optimization.

There are various types of Headline Search Ads and corresponding strategies, and this Blueprint will walk you through everything you need to know, step by step, to bring your brand to center stage.

 

 

Following these steps carefully will teach you how to create, implement, and maintain successful Headline Search Ad campaigns and give you the tools you need to scale your brand’s visibility and your business’s profits.

Blueprint outline
  • Landing Page Variables: Storefront vs. List Page
  • Targeting Variables
  • Creating Ad Variations Inside of Entourage Spotlight
  • Campaign Structure and Strategy
  • Core Campaign Strategies
    • Massive Brand Exposure (MBE) Campaign
    • Product Line Campaign
    • Highly Targeted Campaign
  • What Are Sponsored Brand Ads/Headline Search Ads?
  • Understanding Headline Search Ad Variables
  • Ad Creative Variables
    • Main Image
    • Headlines
    • Product Groups
  • Setting Up a Campaign Inside of Seller Central
  • Setting Up Spotlight Ad Clusters
  • Reporting and Advanced Reporting Metrics Using Spotlight
  • Campaign Optimization
    • Massive Brand Exposure (MBE) Campaign
    • Product Line Campaign
    • Highly Targeted Campaign
  • The Future of Entourage Spotlight
Understanding Headline Search Ad Variables
There are many variables when it comes to Headline Search Ads that you must take into consideration. The goal of this blueprint is to
1
Explain to you what those variables are
2
Help you maximize exposure to your brand, while...
3
Testing ads to see which ads perform the best.
Ultimately, we want ads that give your brand massive top of the page exposure for keywords that
drive awareness and sales for your business. Our goal is to help you simplify this process so you can
start making highly effective ads today!
Lets Start by Reviewing the Variables and details of a Headline Search Ad.
Ad Creative Variables
1) Main Image
2) Headline
3) Product groups
Landing Page Variables
1) Storefront
2) Product List Page
Targeting Variables
1) Keywords/Search Terms
2) Match Type Targeting
3) Bidding Strategies
Campaign Strategy Variables (The Core 3 Campaigns)
1) Massive Brand Exposure (MBE) Campaign
2) Product Line Campaign
3) Highly Targeted Campaign

Important to note: For each campaign strategy listed above, we will review best practices for ad
creative, landing page selection, keywords to use, match type targeting, and optimization inside of
this blueprint. Trust us, we will keep it super simple!

Ad Creative Variable #1 - Main Image

Your main image should be used to develop and tell the story of your product (or brand).
It is the first part of the ad that shoppers will see when they scan from left to right on the
screen, so its vitally important!

Here are some rules of thumb for creating a great main image for your HSA.

Research your competitor's ads. Study their main images that grab your attention and note those qualities that you want your main product image to have.

Use these competitor main images to not only create similar ones, but to figure out what will make your main image better - standing out from the crowd in your niche.

Use a lifestyle photo showing people actively engaged in using the product.

Spend time considering what you want to convey in your main image not only about your product, but about your brand.

Split test the main product images (set up multiple campaigns to make sure you are selling the click). A/B testing your images is the only way to know 100% if you are getting the most sales possible.

Main Image Options

When deciding on what main image to use, you have several options. We will explore when to use each option in the campaign strategy section of this blueprint.

Option 1) Use your logo. Best used for branding campaigns or well known brands.

Main Image 1

Option 2) Use your product main image (regular Amazon-approved image with white background). A great way to get even more exposure to a single product is to have it featured both in the main image slot and product selection slot. This helps you own more Amazon real estate with that product and could increase the likelihood that customers will choose your product over your competitors.

Main Image 2

Option 3) Lifestyle photos are specific in a way that they show a certain standard of living for the product. Lifestyle photos are important as they drive the imagination of the shopper to see their lives benefiting from the product. Showing a specific style that generally ties to the product is the best way to encompass all areas of their thought. (i.e. Hiking Socks may show a successful hiker reaching the peak of a mountain wearing the product, while a fancy coffee maker may be seen in a upscale, modern style kitchen to fit the theme.)

Main Image 3

*It’s crucial to test different images to see which one resonates with your target
audience. Entourage Spotlight will allow you to test multiple images to see which one
appeals to your audience.

Other Types Of Photo Options
Context:
Context photos generally show the more social aspect of the product. These photos tend to include people, and visualize to the shopper how interactions around them might change with the product. These types of photos also show a strong connection between the product and it’s owner but, the product is not seen as the center of attention and is more the reason that the scenario in the photo exists. (i.e. two friends playing ping pong while using the paddle you sell)
Background:
When the product does not pitch a lifestyle, background photos are a good middle ground to showcase the product in an environment that it would best perform in leaving the incorporation of that product up to the shopper. These photos focus on showing an environment that is brought to life by the product. (try to imagine the the location or event that is a characteristic of your potential shopper)
Packaging:
Products can show their luxury and level of detail through packaging. A detailed packaging directly tells the shopper that the quality of the product is high and is to be taken seriously. Products will benefit from this as packaging also doubles as a pseudo gift wrap. Products on display more often than not also benefit from quality packaging. (i.e. wedding ring boxes, fancy pens on office desks)
Ad Creative Variable #2 - The Headline

How are your copywriting skills? Personally, mine are not that great. If your copywriting skills are like mine, we recommend consulting with a copywriter who can come up with 5-10 high quality, high impact headlines for your Headline Search Ads. If you're confident in your copywriting skills then go ahead and start crafting some click-worthy headlines ASAP!

We've also developed this nifty tool to help you create some amazing headlines right away. Its called the Entourage Spotlight Headline Creator and it is super easy to use. Don't worry! When we get to the individual campaign section of this blueprint, we'll go through simple ways to incorporate the headline creator based on the type of campaign you are making.

The instructions below will help ensure that headlines are created according to Amazons guidelines.

General Rules
• 50 characters or less.
• Can only capitalize the first word.
• HOT TIP** Use profitable search terms from the search term
report in your headlines.
• Special characters NOT permitted.
• Certain descriptors not permitted (ie: "best").
Bonus Hot Tip:
Take the time to dig into customer reviews for golden copy. Using native customer language in your headline is a great way to communicate the essence of your product or product line and get that click!
Ad Creative Variable #3
- Product Groups

Product groups are defined as the list of products that are shown on your ad. Typically, they are located to the right of the headline and it usually consists of three different products or product variations. Please note that on mobile, Amazon will sometimes only show the first product listed in the product group. More recently, they are showing all three products on mobile but in a carousel format that requires swiping to view.

There are several options to consider when choosing your product group. First, you always want to select the products or variations that have the best Click Through Rate percentage (CTR %) and Conversion Rate Percentage (Session %). To keep it simple, use your best selling variations!

We want to identify the purpose and goal of each individual ad so that we can fine tune our product group selection. Each ad will have different products selected based on our objectives. These objectives are noted below.

BRAND TARGETING:
The first type of product group is for brand targeting. These ads serve the purpose of getting massive exposure and impressions for your brand. In this group, you can add several products that help to portray your brand as a whole. Below is an example of a branding play from McCormick.

Choose a variety of products that have good conversion metrics that appeal to a wider audience.
PRODUCT LINE:

The second type of product group is for product lines. For example, if you have an entire line of products that are all centered and focused around one theme, group them together here. An example is the Genius Brand product line as seen below.

Choose the best converting product variations across all products in the line to be represented in this group. Remember that these products must relate to each other and appeal to the general audience who may show interest in a particular niche.

HIGHLY TARGETED

The third type of group is called the HIGHLY TARGETED group. Inside this group, you will add the products that are highly targeted to the keywords you are going after. For example, if you sell grill mats and have several types or variations of grill mats, they can be put into the highly targeted grill mat group. The keywords, headlines, and main images for this group will be laser focused and hyper-relevant to those people who are searching specifically for grill mats.

Assignment # 1: Using an excel spreadsheet, organize your products into three groups. Brand Targeting,
Product Line Targeting, and Highly Targeted Groups.

KEEP ORGANIZED WITH THIS GOOGLE SHEET

Frequently Asked Questions about Product Groups
Question:

I only have 3 or 4 products in total right now. Can I do both a highly targeted campaign and a brand targeting campaign?

Answer:

Yes - however you will be targeting different keywords, images and headlines for the highly targeted vs the branding campaign.

Question:

What's the best way to select products for each group?

Answer:

Let’s say you have multiple variations of a particular product. An easy way to determine which variation to put inside of the group is to look at that product's Conversion Percentage (Session Percentage) and CTR% (Click Through Rate %). Simply put, you want to display the products that are selling the most and have the best metrics inside of your Spotlight Ads.

Question:

What if I only have one product?

Answer:

It is possible to use headline search ads if you only have one product but it is not advisable. First off, it leaves lots of empty space in your ad and makes the ad visually look less than ideal. Amazon requires three products when sending traffic to a product list page, so that option will not be available for you. You will have to direct traffic to your Amazon storefront if you choose to only use one product in the product group.

Landing Page Variables
- Storefront vs. List Page
Unlike Sponsored Product ads where all traffic goes to the product detail page,
Headline Search Ads allow you to choose multiple destinations to send your customers
when making your ad. We are going to first discuss the three basic options that are
available and then discuss when you could potentially use each option based
on the type of ad you are creating. Please note that it is always beneficial to test one
landing page vs. another so you can see the impacts this has on sales and conversions.
Product List Page:

The product list page option is only available if you have 3 or more products or product variations to list. You can choose as many products or product variations as you would like and Amazon will create a landing page that resembles the one seen below.

Major benefits of the product landing page include:

1. Only the products that you select will be visible on this page. There will not be competitors using Sponsored Products visible on this page.
2. The page is very familiar to the shopper and will likely lead to less friction with higher conversions throughout the shopping experience as compared to the storefront page.

Amazon Storefront Page

This option is only available if you have access to Brand Registry. The storefront allows you to essentially create your own website on Amazon. What's great about the storefront is that it allows you to showcase your entire brand, making it an excellent play for HSA's built for massive brand exposure. Shoppers can visit these pages and see entire lines of products, holiday items, and promotional items.

Please take special note - An Amazon storefront page should be well thought out with clever copywriting, images and design. We recommend working with a team who can help your Amazon storefront page shine!

Storefront Product Line Pages or Detail Pages
You also have the option of sending traffic to individual pages on your storefront. While
this offers more options and complexity, it opens up a wide open door for creativity and
can help you separate your brand from your competition.
Targeting Variables
The last step in creating your Headline Search Ads is to determine which keywords,
match types and bid prices you will use. We are going to cover in detail when to use
certain keywords and in what match types later on in the Campaign Structure section.
We will also discuss bidding strategies and opportunities for each unique campaign
strategy that we mention.
1) Keywords/Search Terms

Keywords are defined as the words and phrases that advertisers use inside of their advertising campaigns to target shoppers. In general, keywords should be relevant to the target audience that you are attempting to get your ad in front of. Keywords can range from Broad Interest keywords (targeting a wider scope of potential shoppers who are interested in a particular niche, for example: outdoor patio supplies), Category keywords (targeting keywords that are more specific and relevant to a particular category, for example: outdoor grill tools) and finally Targeted keywords (highly targeted keywords for your product, for example grill brush if you are selling grill brushes).

Search Terms are defined as the actual words and phrases that shoppers enter into Amazon to find your product. Sometimes they are the same as keywords, for example if the keyword "Grill Brush" is used inside of your campaign as an exact match type, it will connect with the Search Term "Grill Brush" entered by the shopper. Other times they may be very different, as seen when a keyword is used in broad match. A broad match keyword such as "grill brush" entered into your campaign may show your ad in front of shoppers searching for something related to this keyword such as "Grill brushes with extended handle."

2) Match Type Targeting

A general understanding of match types is essential to help target the right audience and to also get your ads in front of a wider scope of potential customers. You will have three to choose from. For each campaign below, we will make suggestions on which match type is preferred and why.

Broad

Broad match type will give your product the most amount of visibility because they allow for flexibility to reach a variety of search terms. When a broad match keyword is used, it means that Amazon can connect you to shoppers who are searching for something that is related to that keyword. In general, this allows for a wider spectrum of search terms to connect with your ads and also allows for us to find potential new keywords to use once we discover search terms with a history of converting to sales.

Phrase

Phrase match keywords must have the actual phrase inside the search term that the customer uses. For example, if you enter the keyword "grill brush" as a phrase match type, then when a shopper who uses the customer search terms "grill brush with handle" or "NFL grill brush" your ad will likely be served because "grill brush" is somewhere inside of the search term. This allows for a more targeted approach but still gives us flexibility to reach a fairly wide variety of shoppers.

Exact

Exact match keywords are the easiest to understand. It means that the keywords will match up exactly to the customer search term. Once we learn what is converting, we can use that information to set up a keyword as an exact match so that our ad is served whenever someone uses that term. Just to be clear, if we enter in the keyword "Grill Brush" as an exact match keyword, then when a shopper searches for "grill brush" your ad will likely be served (see "Bidding Strategies" below for other factors that determine if an ad will be served)

3) Bidding Strategies

There are lots of factors that can come into play when determining the proper bidding strategy. There is no "one size fits all" strategy, so we are going to list a few general guidelines to go by.

In general, the more relevant and competitive the keyword, the higher the bid price needs to be.

Just because you outbid competition with a higher bid price doesn't necessarily mean your ad will always be served. There are lots of other factors at play including campaign history, Click Through Rate percentage (relevancy), Conversion Percentage, and Sales Velocity.

Having good campaign metrics including high relevancy in the CTR%, Conversion % and sales history may make your cost per click cheaper. Keeping campaign metrics solid is important for this reason.

In general, bid prices should escalate based on match type. Broad Match < Phrase Match < Exact Match. For example : $0.75 as Broad, $1.25 Phrase, $1.80 Exact

Also note that for many keywords, Amazon will display win rate % based on the keyword bid price. This can be
quite helpful to know and can also help you see how competitive your bid prices are compared to competition.

Creating Ad Variations Inside
of Entourage Spotlight
Now that you have a thorough understanding of the different variables that make up the
anatomy of a Headline Search Ad, let's see how you can leverage the power of
Entourage Spotlight to create up to 27 different ad combinations at once. This way you
can choose the very best one that you feel looks the best and sends the best message!
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Campaign Structure and Strategy
Now that you have your products grouped into proper categories (Brand Targeting,
Product Line, Highly Targeted), and you have an understanding of the different creative
elements of Headline Search Ads, it is time to start focusing on how we can build HSA
campaigns with the proper structure to support your objectives.
As a reminder, here are the different variables that are possible when creating your Headline Search Ads.
Campaign Name - following a campaign naming structure can help make everything much easier to manage. It also helps to manage optimization.
Budget - How much per day do you want to spend? The minimum is $10 per campaign which does not sound like much, but when creating multiple ads to test it can add up quickly.
Landing Page - Where will you be sending traffic? Product list page, Amazon Storefront Home Page or Storefront Product page?
Headline - A critical part to grab attention!
Main Image - Also called Brand Logo, but does not have to be a logo.
Ad Products - The order in which products are shown on your ad. They will show up to the right of your headline.
Default Bid Price - The maximum amount you will pay for a click on your ad.
Keywords - An incredibly important aspect of ad creation and targeting. We will review keyword selection strategies for each type of campaign.
Match Type - Another incredibly important aspect of ad creation and targeting and can vary based on the goal of your campaign.
Optimization Strategy - How to best manage ad spend for each campaign so that you are getting the most out of each ad dollar spent.

Brand Exposure – (Massive Brand Exposure Campaign)

Get your ad in front of the audience that is most likely to be interested in purchasing your product now or in the future. We are targeting a broad reach of shoppers who could likely be interested in purchasing your product at some point, maybe now or maybe in the future. This ad gives your brand more awareness and could lead to sales now or when the shopper has more intent to purchase.

Example: Shopper with intent to purchase cat toys is served a brand exposure ad about your multitude of varying cat products.

Browsing Shoppers – (Product Line Campaign)

Shoppers who are browsing through a specific niche or category are more likely to buy related products now or in the near future.

Example: Shopper has intent to purchase cat litter and is served an ad about your line of litter solution products.

Shoppers with Strong Purchase Intent – (Highly Targeted Campaign)

They know what they want, go give it to them!

Example: Shoppers who want litter bags are served an ad that is all about litter bags!

Now who is ready to start building an Army of Headline
Search Ads?? Lets go!
Building an Army of
Headline Search Ads...

Core Campaign Strategies

The following Ad Campaign Strategies will help to give your brand, product line, and individual unique products top of search visibility across a wide spectrum of keywords in your niche. Each one has a unique goal, structure, and strategy that will be discussed.

Massive Brand Exposure (MBE) Campaign
Product Line Campaign
Highly Targeted Campaign
Massive Brand Exposure
(MBE) Campaign
Campaign Name - Massive Brand Exposure - (Landing page), example: Massive Brand Exposure - Amazon Storefront
Budget - It is CRITICAL to set a proper branding budget. Of course, your budget will vary based on the size of your company and how aggressive you want to be. The reason it is important is that branding ads typically don't perform quite as well as the other ads mentioned in this blueprint. Also, if you go after expensive keywords (for example: targeting the keyword "cats") you could eat up your budget super quickly and not get the massive brand exposure you are looking for.
Landing Page - Sending traffic to your Amazon storefront is ideal for MBE ads. You can give shoppers a taste of what your brand is all about, tell a story, let them browse and explore, watch videos, and follow you on social media. All of this can't be done by simply sending them to a product list page.
Headline - Entourage Spotlight Headline Creator is pre-loaded with some killer branding headlines that are ready for you.

Check them out here

Main Image - This is a great spot to use your brand logo!
Ad Products - Choose your best three products based on conversion percentage (session %) . The products do not have to be part of a line of products but should give shoppers a good sense of what type of solutions your company can provide. Discover this inside of Seller Central. Business Reports—-> Session %- Sort descending.
Default bid price - Remember, we are going for massive exposure. I typically start with a lower default bid price and then check to see if I am getting the exposure that I'm seeking. You don't want to eat up your budget all at once with super high priced keywords. Recommend $.75-1.00 and test.

Strategy: The strategy behind this campaign is to get massive exposure to your brand. Think of how the mega companies out there are doing it. They have a large budget for brand awareness because they know that by doing this, they will be on the forefront of their customers mind when there is intent to make a purchase. Branding display ads are found all over the place and can sometimes be very costly for advertisers as there typically isn't an immediate return on investment. This is a long term, top of the funnel play, where you are setting the stage for future interest and awareness. The good news is that, right now, it is still SUPER CHEAP on Amazon to get massive awareness. The sooner you start the better! It is from our personal experience that by having HSA/Sponsored Brand ads, Sponsored Product ads perform better and customers are more likely to search exclusively for your brand on Amazon because they are aware of your brand.

Keywords - Include a broad scope of keywords that are related to your niche and target audience. We want to go really wide, use longer tail keywords but still keep them relevant. It's going to be a good blend of high traffic keywords and numerous lower traffic keywords. There are many strategies to obtain these lists of keywords, some of which we have outlined in the original PPC Entourage Blueprint Series. You can also use individual word keywords with a super low bid price to pick up on cheaper clicks and gain more exposure. Competitor brand names as keywords are also fair game!
Match type - All keywords to be tested in Broad and Phrase match type inside of the same campaign (ad groups do not exist yet for HSA)
Optimization Strategy - We're looking for massive brand exposure. That being said, I am fine with a much higher ACoS on these campaigns. Typically anywhere between 80-100% in my opinion is optimal so long that I am getting the brand awareness and MASSIVE eyeballs to my brand. Optimization strategies to include keyword bid adjustment, pausing keywords with clicks but no sale, and pausing expensive keywords that have a very high cost per click.
How to Find the Best Brand Awareness
Keywords Using Entourage Spotlight
Product Line Campaign
Strategy: A product line is a group of related products under a single brand sold by the same company. The goal here is to drive awareness to products that would be appealing to the same audience with intent that they will purchase multiple products from that line.

Tip: We were able to really expand our product lines by diving deep into the Search Term report on a regular basis. Here, we got an inside scoop into the minds of our customers and could see exactly what they were searching for and what the ended up purchasing. It was easy to see what products were a good fit to expand our line.

Tip: There are many ways to promote your product line inside of your Amazon listing. Your product line can be featured on an image, mentioned inside of bullet points, offered in a coupon and now with enhanced brand content you can even provide a link to other products in your line on the comparison chart. The product line Headline Search Ad will potentially bring lots of awareness to all of the products in your line while the listing can further reinforce to shoppers that you have other products that the might be interested in now or in the future.

Campaign Name - Product Line Campaign - (Name of product line)

Landing Page - The best place to send this traffic is either the Amazon store front page that is dedicated to the product line OR a product list page with all of the products inside of that product line listed in order of best selling product first.

Main Image - Options are to choose 1) The very best product's main Amazon image with white background or 2) Lifestyle image that portrays the benefits of owning a product inside of this line. We prefer option 2 as it typically generates more clicks and sales for us. Try to make sure that the main image matches up nicely with the headline that you have selected.

Ad Products - Use the top converting and best selling variations (use different products to represent the whole line). To keep it simple, choose the 3 best products inside of that product line and of those products, show the best variations that have the most sales.

Keywords - We are going to use a fairly general "category" keywords for this campaign. For example, for our litter solutions line, we have 1) litter mats 2) litter bags and 3) litter boxes. Each one has its own category inside of Amazon. Since we want to attract a fairly wide audience but still be relevant, gathering and collecting keywords from each category will give our product line exposure. You can go to each category and perform basic keyword research using tools such as Magnet 2, Viral Launch, or Merchant Words to discover the keywords that shoppers in this audience are using. Combining them into one simple list and then entering them into this campaign is the strategy we use. Please note that we now enter smaller amounts of keywords at a time. We no longer dump thousands of keywords into any campaigns. Try and make sure that the keywords are relevant to the target audience that would be attracted to your product line.

Budget - It is important to set a proper Product Line campaign budget. Of course, your budget will vary based on the size of your company and how aggressive you want to be. Since our keyword selection will be a bit more narrowed and fine tuned as compared to the Branding campaign you may experience a lower ACoS and lower impressions. Still, be mindful of super expensive keywords as they could drain your budget rather quickly.

Headline - You have several options when choosing a headline for your product line. Using the Entourage Spotlight Headline Creator, you could easily use a BENEFIT headline to portray the benefit and how customer lives will be improved by owning one or several products in the product line. SELF INTEREST headlines work really well too! We also have a section called PRODUCT LINE BRAND that is ideal for this type of campaign.

Default Bid Price - We typically start with a low to moderate default bid price and then check to see if we are getting impressions. You don't want to eat up your budget all at once with super high priced keywords. Recommend $1.00-1.25 but will vary depending on your niche.

Match type - All keywords to be tested in Broad and Phrase match type inside of the same campaign (ad groups do not exist yet for HSA)

Optimization Strategy - Optimization strategies to include keyword bid adjustment, pausing keywords with clicks but no sale, and pausing expensive keywords that have a very high cost per click.

Highly Targeted Campaign

Strategy: This campaign is where we are going to be laser focused on advertising the products that
shoppers are looking for based on the search term they use to find the product. If someone is
searching for a grill brush, we want to make sure that our ad strongly resonates with that shopper
by having a more direct and impactful headline, image, products displayed and landing page that
scream AWESOME GRILL BRUSH FOR SALE.

Campaign Name - Highly Targeted Campaign - (Product Name)
Budget - Your budget will vary based on the size of your company and how aggressive you want to be. Depending on how expensive your main keywords are, your budget might get used up rather quickly. That's why we are also going to use proven search terms from the search term report inside of this campaign. We tend to leave budgets on these campaigns uncapped if they are within an acceptable ACoS range. Campaign - (Product Name)
Landing Page - Options include 1) Amazon Storefront page dedicated to that product or 2) Amazon product list page that has that product and its variations listed. Testing is required to see which one outperforms the other.
Headline - Spotlight Headline Creator has several categories that fit really well for this type of campaign. HOW TO, BENEFIT, NEWS, CURIOSITY, and TRUST headlines can all work nicely here.
Main Image - Options are to choose 1) The very best product variation main Amazon image with white background or 2) Lifestyle image that portrays the benefits of owning this product. Testing is required!
Ad Products - Top product variations (color, sizes, styles, quantities) listed in order based on sales velocity and conversion %.
Keywords - We like to start with a handful of our very best keywords that we know with certainty are related to our products. This might be 8-20 keywords at first. Then, we will mine the Amazon Search Term report (Using Entourage Spotlight) to find search terms that have resulted in multiple sales (2 or more). Then, over time we put these search terms in as keywords.
Default Bid Price - Competitive bid prices recommended. Start moderate to high and adjust based on performance.
Match type - Exact Match type for precision!
Optimization strategies to include keyword bid adjustment, pausing keywords with clicks but no sale, and pausing expensive keywords that have a very high cost per click.
Setting Up a Campaign Inside
of Seller Central
For the time being, setting up campaigns inside of Entourage Spotlight is
unavailable due to Amazon's API limitations. This should be available from
Amazon soon, which will enable Spotlight to handle all aspects of campaign
creation. Until that point, you can create ad drafts inside of Spotlight, pick
the best ones, and set them up inside of Seller Central
Setting Up Spotlight Ad Clusters
What is an Ad Cluster? An HSA cluster is an exclusive feature inside of Entourage
Spotlight. It allows sellers to group similar ads together so that you can view which one
outperforms the other. Think of it like split testing for Headline Search Ads - there are
so many variables at play and each ad can only be one possible combination of
variables. Spotlight allows you to create multiple ad combinations with just a click, and
then group them together in a cluster for further analysis, simplicity and in the future,
campaign optimization!
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Reporting and Advanced Reporting
Metrics Using Spotlight

There are lots of revealing and informational reports inside of Entourage Spotlight that will help you get a better
handle on which ads are performing well and which ones are costing you money! Check out this video to learn more...

PPC Entourage Headline Search Ads
Management Services!
Headline Search Ad Management Designed to Grow Sales and Raise Awareness of Your Brand While Saving You Time and Money.

Entourage Headline Search Ad Management Services will create seamless, relevant and compelling ads designed to stand out from the rest of the search results that will have a high-impact on your advertising success.

Our expert HSA team incorporates multiple proven strategies to design your ads, so that they increase consumer awareness of your products, build trust and leverage the successes of older products to help propel new additions to your line.

We do the heavy lifting for you, (research, testing and implementation), that saves you precious time and frees you up to focus on growing your Amazon business.

Campaign Optimization

The good news is that unlike Sponsored Product Ads, there really is only a handful of ways to make optimizations at this point. That's because Amazon does not provide the search term report for HSA ads. The bad news is that Amazon Headline Search API is also a bit limited at this point, so optimizing through the Entourage platform is not available now but will be coming in the near future.

Please note that at the time of making this blueprint, you cannot use negative terms (phrase/exact) to optimize HSA ads.

Below are a few strategies that you can use to help curb your ad spend and make sure that you are getting the most out of your ad spend

Massive Brand Awareness Campaign -
Remember with this campaign, we are going for massive brand awareness and
impressions. We suggest setting a monthly budget for these campaigns and begin to
optimize for impression share. Please note that these campaigns typically have a much
higher ACoS since you are going much more broad in your reach. Also note that going
after super competitive keywords might start to eat up your budget.
Step - 1
Set target Budget
Step - 2
Set Acceptable ACoS Range - (We use 100% for branding campaigns)
Step - 3
Log into Seller Central - Amazon Adverting dashboard and find your campaign.
Step - 4
Customize columns to allow for impressions, ACoS, CPC, Spend, Orders.
Step - 5
View Spend in descending order - pause keywords that have high spend with low impressions/sales
Step - 6
View CPC in descending order - pause keywords that have high CPC with low sales/impressions.
Step - 7
View ACoS in descending order - Pause or lower bid of keywords with an ACoS above you target threshold (we use 100% for branding campaigns).
Step - 8
Consider raising keyword bid prices on keywords with moderate to high impressions that are within your acceptable ACoS range.
Product Line Campaign
Step - 1
Set target Budget
Step - 2
Set Acceptable ACoS Range - (We use 75% for Product Line campaigns)
Step - 3
Log into Seller Central - Amazon Adverting dashboard and find your campaign.
Step - 4
Customize columns to allow for Impressions, ACoS, CPC, Spend, Orders.
Step - 5
View Spend in descending order - pause keywords that have high spend with low impressions/sales
Step - 6
View CPC in descending order - pause keywords that have high CPC with low sales.
Step - 7
View ACoS in descending - Pause or lower bid of keywords with an ACoS above your target threshold (we use 75% for Product Line campaigns).
Step - 8
Consider raising keyword bid prices on keywords that are within your acceptable ACoS range.
Highly Targeted Campaign
Step - 1
Set target Budget
Step - 2
Set Acceptable ACoS Range - (We use 50% for Highly Targeted Campaigns)
Step - 3
Log into Seller Central - Amazon Adverting and find your campaign.
Step - 4
Customize columns to allow for Impressions, ACoS, CPC, Spend, Orders.
Step - 5
View Spend in descending order - pause keywords that have high spend with low impressions/sales
Step - 6
View CPC in descending order - pause keywords that have high CPC with low or no sales.
Step - 7
View ACoS in descending order - Pause or lower bid of keywords with an ACoS above your target threshold (we use 50% for Highly Targeted campaigns).
Step - 8
Consider raising keyword bid prices on keywords that are within your acceptable ACoS range.
The Future of Entourage Spotlight

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the product and/or suggested strategies by a user is at the user’s risk.