Hello, SE’ers! It’s Jan again. In my last book marketing post, I promised to delve a little deeper into keywords and targeting in Amazon ads. After doing some extensive study and practicing, I feel like I understand a little more about how they work.
In my previous post, I talked about how Dave Chesson recommends using at least 300 or more keywords when setting up an Amazon ad. That seems a little daunting, but using KDP’s Publisher Rocket is much easier than searching Amazon and copying and pasting.
For example, I set up a new ad for my first book, Flowers and Stone. Then using some keywords from the book, such as true love story, Publisher Rocket brought up a list of 55 books and authors. I saved that list, then did a keyword search for bank robbery and got a list of 58. So you can see that they do add up quite fast. Not every book on the list applies, but if it uses even one of the keywords, it adds it to the list. I found over 600 keywords I could use in setting my ad.
The theory is if a customer searches using even one of your keywords, your book is going to show up.
So, the bottom line is the keywords not only consist of words relating to your search but authors and books as well.
The first ad I created for Flowers and Stone got lots of clicks but zero purchases. Back to the drawing board.
I paused that ad and created a second one, changing the ad copy and tweaking the book’s blurb.
Now I am seeing some sales. Nothing astronomical, but at least I’m finally seeing some ROI. I have spent $2.58 and gotten $4.95 in sales. Certainly, nothing to get excited about, but at least it’s something!
The next thing I needed to look at was my targeting. Which keywords are working and which aren’t. That took some time, but I found it interesting. I don’t know if you can actually read this, but these are some of the keywords that are delivering.
Texas is getting more hits than any other keyword. I was surprised to see my name getting some hits in the searches.
I know this is all confusing. I won’t lie. It’s hard. Even once you get a campaign set up, you continue to monitor and tweak it. So, I know Amazon ads aren’t for everyone. I almost feel like this is a platform you need some professional help with.
But as I promised, I enjoyed experimenting with it and will continue to set up ads now and then. Maybe I’ll eventually learn what I’m doing. If you’ve ever run a successful Amazon ad, please share with us. What was your investment and your ROI?
And if you missed any of the other Book Marketing posts and want to catch up, here you go.
#MKTG Part 1 – OVERVIEW – BOOK MARKETING OPTIONS
#MKTG Part 2 – FACEBOOK ADS AND PASSION PAGES
#MKTG Part 3 – FACEBOOK ADS DETAILS
#MKTG Part 4 – TWITTER ADS
#MKTG Part 5 – INSTAGRAM
#MKTG Part 6 – PINTEREST
#MKTG Part 7 – IN-PERSON EVENTS
#MKTG Part 8 – GOODREADS
#MKTG Part 9 – AMAZON