If you are self-publishing e-Books on Amazon and not using its AMS (Amazon Marketing Services) ad campaign setup, then you are missing out on a great and cost-effective opportunity.
DID YOU KNOW that there are more product searches performed on Amazon than on Google! Everything you need to start promoting your awesome book is right there at your fingertips; Amazon makes it easy. It’s not a perfect system yet, but it can help you make sales today. And if you select its ‘Sponsored Products’ ad campaign, it is also cost-effective. For as little as 14 cents you can win over a potential customer who is browsing for books like yours, and sell her your $2.99 e-Book.
The best part is that once you’ve sold a few copies, your customers (assuming you’ve written a book they love) might start promoting your book to their friends at no cost to you. How’s that for free advertising?
ADVANTAGES TO SELLING ON AMAZON
The great thing about promoting your books on Amazon is that the people who shop there are ready-made customers. They are browsing Amazon’s voluminous shelves because they are ready to buy. You are not annoying people on Facebook or Twitter or anywhere else with pop-ups or with uninvited promotional material and desperate-sounding memes and ads. The people on Amazon are there because they want your book—they just don’t know it yet, not until you show it to them.
That’s where AMS Ad Campaigns come in.
Here we are looking to master some tweaks to improve the success rate and ACoS of your ad campaigns. So, here are 3 quick and easy tips:
- Ad Copy: this is the short description of your e-Book that appears beneath the cover
- Daily Budget: Start at a minimum of $1.00 per day and increase if you feel you are not getting enough click-throughs. You can increase it to any amount and still be confident that you will not be spending that much a day
- More and Better Keywords: Here is where your homework comes in to play
Given the absurdly few characters you are permitted for your ad copy—about 130 characters, including spaces—you will need to come up with some clever phrases to entice potential buyers. There’s really no room for detail, so just employ the hook you used in your longer book description when publishing it, and shrink this down to the heart of the plot. Make it shine!
AD COPY WARNING: Don’t use terms like ‘bestseller’ and ‘award-winning’ or any other type of self-aggrandizing hype, as the folks at Amazon who review your ad will likely reject it for these reasons. Also, try not to include any punctuation outside of periods and commas—one of my ads was rejected for ‘use of unofficial punctuation’ for the exclamation mark I used, and I kid you not!
Along with your e-Book cover and starred reviews, the ad copy is really what will sell your book.
Don’t worry about starred reviews, right now, though. I always manage to sell numerous downloads when I first publish a book and it hasn’t garnered any reviews yet. There are a few kind buyers who are willing to take a chance on non-reviewed books, so long as they don’t have to pay a lot and they are intrigued by your cover art and description.
The daily budget deal is a whack-a-mole. It’s hit or miss and tends to vary from book to book and genre to genre. You will have to play around with it. Make copies of your ad campaign (just hit COPY all the way to the right on your AMS ad campaign dashboard and POOF, you have another campaign you can tweak) and simply alter the daily budget amount and nothing else. This should give you an idea—after a week or so—of which budget does the trick.
Your keywords are the DNA of your ads
Instead of Adenine, Guanine, Cytosine and Thymine, you’ll have fantasy, magical beings, trolls, books about magic schools, or whatever. You should shoot for at least 200 keywords. Use synonyms of popular keywords (since the most popular keywords will be oversearched and therefore of little value to you and unlikely to display your book to potential buyers, as these words will be used to advertise best-sellers). Use comparisons, as in book titles of similar books, and author names of writers who have similar books for sale. You can do this manually, by searching Amazon, by using Hoth (a free keyword tool), or by employing kindlepreneur’s KDP Rocket, software designed to do all the hard work of keyword searching and collecting and collating swiftly and automatically. But it’ll cost you.
Once you have submitted your ad campaign and it has been approved, and once your numbers start trickling in (this could take a week or so), you can go to your dashboard and see which keywords are earning clicks, and which of these is making you sales. Go ahead and delete the useless keywords that aren’t even getting impressions. You can add more keywords if you find them, too. Here you can change your ad copy if you aren’t earning any sales.
UNSOLICITED SUGGESTION: Run two or three simultaneous ad campaigns, with the only difference being your ad copy. This will tell you which description is winning over shoppers. Once you discover your golden goose, you should tweak your other (black swans) ad copies to sound more like their big sister. Now you can tweak your daily budget.
I hope and trust you have found something useful to take away from this post, something you can use to improve your ad campaigns. Good luck and keep tweaking!