Amazon Ads For Writers: The Guide To Success

In this blog you’ll learn how to use Amazon ads to sell more books.

Just when you’re out of ideas on how to market and ultimately sell copies of your book, here comes a platform that’s seemingly too good to be true: Amazon Ads.

But it’s as legit as it gets.

If you were offered the opportunity to advertise in a place where people visit to purchase books online, why wouldn’t you?

This post will discuss how Amazon Ads help authors sell more books.

But first, let’s go over the basics of what Amazon Ads is and how it works.

If you know yourself around Google’s Pay-Per-Click Ads (PPC), then you’ll find Amazon Ads familiar.

The basic concept is that when someone searches for something related to your book, they will see an ad promoting it.

When they click on the ad, they’re directed to a product page with an option to purchase your book or take some action, such as downloading a sample.

As a seller, you’re only compelled to pay when someone clicks on one of your ads. This is why it’s called Pay-Per-Click (PPC).

Every click costs a certain amount, depending on bids and other factors that Amazon manages.

Setting up campaigns isn’t as complicated as you may think either. You can easily set up book campaigns to target people interested in similar topics or books.

What are Amazon Ad?

Amazon Ads, formerly known as Amazon Advertising, is a highly effective advertising platform that enables businesses to promote their products on the Amazon marketplace.

With millions of users browsing the site daily, Amazon Ads provides an excellent opportunity for businesses to reach their target audience and increase sales.

In this blog post, we will discuss the basics of Amazon Ads, its different types, and how it can benefit your business.

Amazon Ads is a pay-per-click (PPC) advertising platform that allows businesses to place targeted ads for their products and services on Amazon.com.

These ads can appear in search results, product detail pages, or other places throughout the website.

Advertisers only pay when a potential customer clicks on their ad, making Amazon Ads a cost-effective way to increase product visibility and sales.

What Are The Benefits of Amazon Ads?

Increased Visibility

With millions of products listed on Amazon, it’s easy for your products to get lost in the crowd.

Amazon Ads help your products stand out by placing them in front of potential customers who are already searching for similar products or browsing related categories. 

Targeted Advertising

Amazon Ads uses a wealth of customer data to target your ads to the right audience.

By utilizing keyword targeting, product targeting, or audience targeting, your ads will be displayed to shoppers who are more likely to be interested in your products, resulting in higher click-through rates and conversions.

Better Return on Investment (ROI)

Since you only pay when a user clicks on your ad, Amazon Ads offers a cost-effective way to promote your products.

With the right strategy and optimization, Amazon Ads can provide a significant return on investment for your business.

Enhanced Organic Rankings

A successful Amazon Ads campaign can lead to increased sales, which in turn can improve your product’s organic search ranking.

A higher ranking means your product will be more visible in organic search results, leading to even more sales and growth.

How Do You Set Up Amazon Ads?

You can also choose which level of targeting you want for your campaign.

You can target audiences by topic, category, keyword, and location. This granular control helps you target the people likely to be interested in your offering.

Setting up campaigns isn’t the only thing you need to do when using Amazon Ads.

You must also monitor your campaigns’ effectiveness and make adjustments if needed.

Track the performance of your campaign by looking at metrics, i.e., impressions, clicks, conversions, and cost-per-click (CPC). This will help you identify which ads are working well and which need improvement.

So, is Amazon Ads a failproof way to sell more books?

Not necessarily.

Several factors will affect the impact of your campaigns.

Your ad copy and images must be attractive, your keywords must be relevant, and your target audience must be right for your book. But worry not, as this guide aims to maximize your chances of success.

So, let’s begin…

Keyword Research

Like what Google does with its PPC campaigns, Amazon Ads relies heavily on keywords. When you know which terms readers use to search for similar books, you can target them more effectively.

But it’s not as straightforward as you’d think. For one, Amazon tweaked its algorithm a couple of years back, and the biggest change so far is keyword relevance.

You must use the right keywords to target a specific audience.

Doing keyword research will help you figure out which words or phrases are associated with your book’s niche and genre, including those related to the topics discussed in your book.

We aim to target anywhere between 10 to 20 keywords for one campaign.

To begin your search, use Amazon Ads’ Targeting and Tracking Tool. Create about ten relevant keywords; they must all be closely related to your book.

Add these keywords to the tool, and it will generate a list of relevant terms based on those keywords.

Next, list another batch of 10 keywords, all of which are relevant to your book.

But this time, these keywords must be broader.

Type each keyword into the Amazon search bar. The goal here is to see if your book is relevant to those books that came up in the search.

Be reminded that the more popular the keyword is, the higher the cost of clicks will be.

So, it’s better to narrow down your keywords to specific and relevant ones so you can target only a few people who are likely to buy your book.

Setting Up the Ad Campaign(s)

This is where you put those keywords to use. You’ll realize later how valuable the first step is, and it’s the one that most authors before you failed to acknowledge.

The next step is setting up three distinct campaigns: automatic targeting, broad match, and exact match. You’re raring to ask: why launch three different campaigns?

The automatic targeting campaign should be used to test new keywords and ensure your book is visible across different categories. Meanwhile, the broad match campaign helps you reach a wider audience by matching on related terms.

Lastly, the exact match campaign targets only those who type in an exact keyword or phrase.

Exact Match Campaign

Go to advertising.amazon.com to create your first Amazon Ads account.

Once you log in, you will be directed to the “Choose your campaign type” screen. The available options are Sponsored Brands, Sponsored Products and Lockscreen Ads.

For this campaign, go for the Sponsored Products option.

Fill in the details like campaign name, budget, and bid strategy.

The most important part comes next – keywords. Here is where you add all of your keywords from step 1. Set a default bid amount for each keyword.

As for bid strategy, the objective is to decide how you wish to bid on the keywords you intend to target. Your options are:

• Fixed bids – The bid amount you set is fixed and unchanged.
• Dynamic bids – This option allows bids to increase or decrease automatically based on customer activity.

It’s best to choose a dynamic bid (down only) at this juncture of the campaign. The reason is that Amazon Ads will adjust bids based on customer activity. It’ll be advantageous on your part since it will try to acquire customers within the allocated budget.

Don’t forget to fill up the “Ad Format” section, which will determine your ad’s appearance.

Also, if you have an Amazon Store, you may want to link it at this stage.

You’ll now add the book you wish to advertise using this campaign. To do so, go to the “Products” section of the campaign and click “Add.” Once this is done, you may proceed to the “targeting” aspect of the campaign.

Go to the “Targeting” section and choose “Keyword Targeting.” Now, if you’re advertising a book published for at least a few months, Amazon will provide a few keyword suggestions.

However, you’re not compelled to choose any of those suggestions as they may not represent the best keywords. Here’s where you use the keywords you created in the first part of our guide.

Don’t forget to choose a “custom bid” before entering your keyword list.

The idea is to launch an aggressive bid for the campaign’s first 7-14 days. Once your bid is set, you’ll have to decide on the “Match Type” for the keywords, and the “Exact Match” option offers the highest potential for conversions.

But you must also remember that it’s also the priciest cost-per-click.

Broad Match Campaign

This campaign is similar to the first but has a few key differences.

For one, the “Match Type” will be set to “Broad Match,” which is much more lenient than the Exact Match campaign regarding customers exposed to your book.

The bidding strategy for this campaign should be different from the first one.

Instead of dynamic bids, use fixed bids and reduce the bid amount for each keyword. The idea is to appear in more customer searches while reducing the cost per click.

For this campaign, we recommend setting a budget of at least half of the exact match campaign’s budget.

This way, you’ll have more room to play with various bids and not break the bank.

But be sure to allocate enough campaign money for Amazon and its algorithm to acknowledge that you’re willing to invest within sufficient reason for this ad campaign to succeed.

Your broad match campaign is likely to work on at least 15 keywords and up to 30, but this number will be affected by factors like the availability of the budget and the keyword list’s diversity.

Once you’ve entered your keyword list with the respective bids, Amazon Ads will gather customer activity data and adjust bids accordingly.

It’ll also provide insights into impressions, clicks, and conversions over time. Finally, optimize your campaigns to ensure they stay within their intended budgets.

As far as optimization goes, you should check the campaigns every 7-14 days to observe customer activity related to your ads and make adjustments if necessary.

The goal is to identify what works best and maintain a performance based on that information.

Automatic Targeting Campaign

While the automatic targeting campaign is more of a research campaign, it can also be a great way to reach more customers.

The concept behind this campaign is to let Amazon Ads choose the right keywords for you. To do that, select “Automatic Targeting” in the “Targeting” section, and Amazon Ads will automatically scan your book’s content before adding related keywords.

Regarding budget allocation, we recommend allocating at least 25% of the combined budgets for the exact match and broad match campaigns. Amazon Ads will collect data on customer activity for this campaign, too.

It’ll provide insights into impressions, clicks, and conversions over time to help you optimize your efforts.

Like the two previous campaigns, it’s your job to monitor the automatic targeting campaign’s performance and adjust when necessary.

The key attribute of this campaign is your lack of total control.

But that’s not necessarily a bad thing.

For one, this campaign is quicker to set up and launch compared to the two campaigns we did earlier.

Amazon’s algorithm does the heavy lifting here, so reviewing the results regularly is crucial.

Tracking Your Amazon Ads Performance

Remember that Amazon will need about two or three days to review and approve your campaigns.

So, time is of the essence if you wish to see the results of your efforts.

Once the campaigns are running, you can track the activity related to each one through the “Metrics” tab in the campaign dashboard. This is where you can observe customers’ impressions, clicks, and conversions over time.

And aside from that, Amazon Ads will also provide additional insights into your campaigns’ effectiveness, such as what keywords worked best and where you need to adjust your bids.

The best approach to tracking the performance of your campaigns is never to touch them for about a week. There’s a valid reason: you want your campaigns to run long enough that Amazon’s algorithm can adjust bids and use its data-driven approach.

That way, you’ll observe the data more accurately and make more informed decisions regarding optimization. The more time you let the campaigns run, the better data you’ll get in return.

Here’s when the Amazon Ads and Targeting Tool does its magic.

Assuming you’ve downloaded the tool by now, the next step is to create a spreadsheet with the most comfortable format.

If you’re clueless, don’t worry! Amazon Ads has a default template that you can use, or you may Google sample spreadsheet templates.

Once your spreadsheet is ready, enter the necessary data, i.e., impressions, clicks, and conversions.

Amazon Ads and Targeting Tool will be most effective here as it’ll help you sort through the data to identify trends in customer activity related to your ads.

When you have a spreadsheet ready and the information in place, you must download the “Search Term Reports” from the Amazon Ads dashboard. Since you haven’t done any campaigns before this, the only available option is the “Create Report” button. You have the liberty of choosing the information you intend to be included in the report.

Once everything is ready, you can analyze your campaigns’ performance.

This step is vital as it’ll help you identify what works and doesn’t. It’s also when you must decide which strategies may be implemented for other campaigns.

Once you get that report in spreadsheet form, the information could be overwhelming. However, you’ll get the hang of it over time.

Optimization of Amazon Ads Campaigns

The optimization of Amazon Ads campaigns is an ongoing process.

You’ll have to continually monitor and adjust the settings to maximize performance in each campaign.

This means analyzing past results, making necessary adjustments or changes, and testing new strategies for better ROI.

When optimizing your ads, there are two main strategies: manual and automatic. With the manual approach, you’ll need to adjust bids regularly, targeting options, and other settings manually to achieve better performance.

Amazon’s algorithm will perform most of the heavy lifting for the automatic approach. All you need to do is review the results and make small adjustments if necessary.

It’s not easy to figure out everything alone. If you’re new to Amazon Ads, it’s advisable to get an expert to help optimize your campaigns and maximize the performance of each one.

You’d be amazed at the number of experts willing to help you with the campaigns for a small fee. Working with an expert means you won’t miss out on potential opportunities or make costly mistakes.

Don’t put too much pressure on yourself; there’s plenty of time to learn and experiment.

Like all other advertising or marketing forays, Amazon Ads require patience, dedication, and commitment. You will see positive results with continuous experimentation and optimization.

You don’t have to be a pro initially; Amazon Ads is an ever-evolving platform. Remember, going through it takes time since you’re a writer, not a marketing specialist.

What Are The Disadvantages Of Using Amazon Ads?

While Amazon Ads can be a powerful tool for promoting your book, it’s essential to be aware of the potential pitfalls and challenges associated with using this platform.

By understanding these issues and implementing the tips provided, you can overcome these obstacles and make the most of your Amazon Ads campaigns. With careful planning and management, you can increase your book’s visibility, reach more readers, and ultimately achieve greater success as an author.

High Competition and Increased Advertising Costs

One of the biggest challenges authors face when using Amazon Ads is the high level of competition. With millions of books available on Amazon, you are likely competing with many other authors for ad placements and visibility.

This intense competition can lead to increased bid amounts, making it difficult for authors with smaller budgets to compete effectively.

Tip: To counteract this, focus on targeting specific niches and long-tail keywords that are less competitive but still relevant to your book. This approach will help you reach a more targeted audience and potentially lower your advertising costs.

Limited Ad Creatives

Unlike other advertising platforms, Amazon Ads for books primarily rely on the book cover, title, and star rating to attract potential readers.

This limitation can make it challenging to create an eye-catching ad that stands out from the competition.

Tip: Invest in a professionally designed book cover and a compelling title that will grab the attention of potential readers.

Additionally, encourage satisfied readers to leave reviews to improve your book’s star rating and social proof.

Difficulty in Measuring ROI

Determining the return on investment (ROI) of your Amazon Ads campaign can be challenging, as the platform does not provide detailed conversion tracking or reporting. This lack of data can make it difficult to measure the success of your campaigns and optimize them for better results.

Tip: Monitor your book’s sales rank and overall sales during your ad campaign. Use this information in conjunction with your ad spend to estimate your ROI. Additionally, consider using third-party tools that provide better tracking and analytics to help you optimize your campaigns.

Risk of Overspending

With Amazon Ads’ pay-per-click model, it’s easy to overspend on ads that aren’t generating the desired results.

Without proper management and monitoring, you may end up spending more on advertising than you earn from book sales.

Tip: Set a daily budget for your campaigns to help control spending. Regularly monitor your campaigns, adjusting bids, targeting, and other settings to ensure that you’re getting the most out of your advertising dollars.

Time-Consuming Campaign Management

Running a successful Amazon Ads campaign requires constant monitoring, optimization, and analysis. For many authors, this can be a time-consuming process that takes away from their primary focus—writing.

Tip: Consider outsourcing your ad campaign management to a professional or agency experienced in Amazon Ads.

This will allow you to focus on your writing while still benefiting from the increased visibility and sales that Amazon Ads can offer.

Further Reading

How To Publish A Book On Amazon 

Why You Should Start a Podcast 

Tips For Solo Consultants 

How To Write Website Copy