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Creating Smarter Ads for Your Book Promotion on Amazon

Reading Time: 5 minutes Ever since Amazon has opened up their ads to everyone, we’ve seen a flood of authors start up ad campaigns and, sadly, most of them fail. Book promotion on Amazon is important, but it’s more important to do things right, otherwise you’re just losing money and getting discouraged.

There are a lot of reasons Amazon ads don’t do well – not the least of which is that Amazon ads aren’t easy. They take a lot of effort to both set up and manage, and aside from that, there’s also the ever-changing Amazon landscape. And with books being added to that site daily, the metrics are always changing.

I’ve managed thousands of ad campaigns, pretty much ever since Amazon started to offer ads.

And based on my experience I’ve pulled together the top reasons that ads fail to attract readers, don’t do well, or wind up costing you a lot of money. So let’s dig in!

You Don’t Have Enough Keywords

This is a big one. Many authors start Amazon ads with five keywords just to see what happens. In order to gain traction, you absolutely must start out with a higher number. My recommendation is 300-400 and if that number made you gasp, then consider this:

I don’t need you to find 400 unique keywords, I need you to find 100-150 and save them as different match types. So, you’ll be saving them as broad, exact, and phrase match, which will allow you to watch and see how the same keyword does under these different match types.

You’re Running Too Many Ads

There’s a somewhat popular theory out there about running lots and lots of ads – but I can tell you I’m not a fan of this. The reason is simple: when you run a lot of ads you’re going to wind up reusing lots of the same keywords. This means that your ads are cannibalizing each other, and you’re literally bidding against yourself for placement and your book promotion on Amazon is actually working against you.

I had a call once with a Google Adwords representative at Google, and he talked about how people use this methodology for Google Adwords too (which is where the idea comes from) – and he said there’s no faster way to lose your money than to run a bunch of ads.

In fact, if you’re just starting out with Amazon ads, start with one ad – pick either a keywords-based ad or a product-based ad – don’t start one ad with the automatic ads. I don’t disagree that those seem easy, but they can cost you a lot of money. Sometimes they do very well, but automatic ads really require much more handholding than product or keyword-based ads do. That’s been my experience anyway.

You’re Using the Wrong Keywords or Keyword Blends

Whenever I pull together keywords for an author’s ad campaign, I do so with keywords I find right on the Amazon site. I don’t use software or shortcuts. Why? Because finding keywords that are trending on Amazon is a great way to dip into consumer trends, too – something that software often doesn’t capture.

The other issue is the blend of keywords vs. book title and author names. If I’m working with a fiction book, I’m doing 80% book titles and author names and 20% keywords. If I’m working on an ad set for non-fiction books – the numbers are reversed – so, 80% keywords and 20% book titles and authors.

The reason for this blend is simple. A consumer searching a non-fiction book is always searching for benefits and/or a specific topic. A reader looking for their next great fiction read is looking at genre (and this is where your product placement ads can really do well), but they’re also looking for authors similar to ones they’ve already read.

Your Bids and Budget Are Too Low

There’s a theory out there that underbidding on your keywords is the key to Amazon success, and I can tell you, it’s absolutely not. That’s not to say that sometimes lower bids don’t get clicks, and I’m not suggesting that you go with the highest recommendation each time. But lowballing the Amazon’s suggestions each time won’t move the needle on your ads.

By the same token, don’t start off your daily budget too low. I recommend you start it off with at least $20 a day and know that you won’t spend all of this (though you might, depending on the popularity of your genre) – and if you’re managing your ads correctly, your daily spend should drop the longer your ads are running.

The Final Key is Your Amazon Retail Page

I’ve saved the biggest one for last, because not enough people are talking about it. Your Amazon book page must convert a potential reader into a buyer, and often they don’t. One reason for this is the book cover. Does it match your market? Are you sure? What about your book description? Does it lead with an outstanding review or great teaser?

Is your book description long enough to be compelling, complete with spacing, bolded words or sentences (where appropriate), italics to call certain aspects of your book out to the reader? Bullet points if you write non-fiction?

What about your author bio and picture? You do have one, right? A lot of authors forget to even add an author photo to Amazon – don’t be a grey box! And yes, your bio is important, and depending on what you write, readers might be wanting to know what gives you credibility to write that money book. Or what inspires you to write romance or hard-boiled detective novels. Have fun with this!

If an author comes to me and tells me that their Amazon ads (or Facebook ads, or Instagram ads) are getting lots of clicks but aren’t selling books, that tells me there’s likely a problem with their book page. As authors, we often upload our books to Amazon – sort of set it and forget it – and then move onto something else. That’s a mistake! Your Amazon real estate, and your Amazon book promotion across the board, is crucially important to the effectiveness of your ads.

Of all of the things I’ve mentioned here it’s the most important thing, so don’t overlook it!

Amazon ads are a great way to generate exposure for your book, and I love them because you only pay for clicks, you don’t pay for your ad showing up in searches over and over again – and yes, the idea is to get readers to click the ad, but it’s also to show up in more places on Amazon. If done right, Amazon ads can absolutely help you do that!

I’d love to know how well your ads have done as part of your book promotion on Amazon, so please leave a comment!

If you found this post helpful, please use the social buttons at the bottom to share on Facebook, Twitter or LinkedIn and tag me! Or you can email this post to a friend or colleague!

Resources and Free Downloads

Check out our exclusive Amazon Keyword and Optimization program to help you with your Amazon promotions!

Be sure to download our FREE Amazon Cheatsheet to keep you on top of Amazon’s lucrative features

Take a look at our Blog post about learning how to launch your ads for your book promotion on Amazon

Read our Blog post about how to revamp your older titles on Amazon

Check out our Book Marketing Tips and Author Success Podcast 

Visit ALLi’s Self-Publishing News, an excellent resource for industry news and author outreach

Also visit the NY Book Editors webpage here to get resources from award-winning editors


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