tips & tricks Amazon Marketing Services (AMS)

Transcription

1 tips & tricks Amazn Marketing Services (AMS)

2 Cntents Intrductin What yu ll need The tw types f ad Keywrd targeted Prduct r interest targeted Creating a keywrd list Setting up an ad campaign Autmatically targeted spnsred prduct ads Manually targeted spnsred prduct ads Specific prduct display ads Related categry prduct display ads Interest-targeted prduct display ads And nw Ad maintenance

3 Intrductin AMS are the sle suppliers f advertising n the Amazn site. If a custmer is n an Amazn website, they are already primed t buy smething, which is great fr us. AMS advertising allws yu t bid fr that custmer s attentin. Dn t think f Amazn as a shp, but as a search engine, just like Ggle, s keywrds and categries are imprtant. Als, bear in mind that Amazn want their custmers t have a gd experience, s the prcess by which yur ad is selected is fr the custmer s benefit, nt yurs. If t many custmers are seeing yur ad in the wrng place (eg. Next t a bk that is ttally unrelated t it), AMS will prbably stp shwing yur ad. Reassuringly (in sme ways), it can be quite difficult t get AMS t spend yur advertising dllar. S dn t wrry t much abut having t give them yur credit card details. My first tw invices (tw weeks apart) were fr NZ$1.86. Yu pay nly when the custmer clicks n yur ad, whether r nt they actually buy. The creative part f yur campaign (the image and prduct infrmatin) is autmatically generated thrugh the ad builder. S creating ads in AMS is easy. All yu need t d is add custm wrding and, in sme cases, a headline, befre yu submit the ad fr review. All the ads yu create within AMS will send the custmer t yur prduct s detail page n Amazn. Make sure that page lks gd and that the cpy is plished. What yu ll need Yur KDP username & passwrd Yur credit card details Yur ad s wrding (max 150 characters) Yu might als need: Yur ad s headline (max 50 characters) A keywrd list (directins fr creating ne belw)

4 The tw types f ad Keywrd targeted These are called Spnsred Prducts and they cme up when a custmer has typed in a particular search term. If that term is n yur list f keywrds (which can and shuld include bk titles and authr names), yu g in the bidding t have yur ad put up. The ads themselves lk like either f these:

5 Prduct r interest targeted These are called Prduct Display Ads. Yur prduct gets featured n Kindle e-readers r a specific prduct s detail page (under the righthand side price infrmatin bx, usually). Here yu need a list f specific prducts (eg. A particular bk that is very like yurs) r AMS can use the categries that yur bk is listed under s it needs t be listed crrectly. The picture belw has examples f tw differently frmatted Prduct Display ads: (NB - Bth Epiphany and Jack the Ripper will have had this specific bk n their list r be in the same categry) Ntice just under the Jack the Ripper ad, the wrds Ad feedback. This is anther example f Amazn wanting their custmers t be happy with their Amazn experience. Dn t be the ad that peple cmplain abut.

6 Creating a keywrd list This applies when yu are creating a Spnsred Prduct ad and manually selecting the keywrds. Amazn s autmatically generated keywrds aren t very gd and they dn t generate enugh. The mre keywrds yu have, the better yur ad will wrk. We are talking keywrds here! This will be a tedius prcess, but yu shuld nly have t d it nce. Add mre as yu learn mre. Keep the list. 1. List all the search terms yu can think f that a reader wuld use t find yur bk r ne like yurs. Eg. Rmantic suspense; lve stry; man meets wman; histric mystery, etc. 2. Enter thse search terms int Amazn s search field. It will autmatically bring up ther terms, as yu type. Keep an eye n thse. If ne f them matches well, add it t yur keywrd list even misspellings. And then d an Amazn search n these new nes. 3. If yur bk has been n Amazn fr a time, lk at yur bk s Amazn detail page. If it s nly just been put up, find a bk similar t yurs and d this: Nte dwn the bks suggested underneath if they seem even remtely similar t yurs (The Custmers wh viewed this item als viewed sectin and the Spnsred prducts related t this item sectin). Add the title and authr name f each f them t yur keywrd list. 4. List all the bks yu can think f that are similar t yur bk. Add the title and authr name f each f them t yur keywrd list. 5. Lk at the detail pages f the bks yu fund in the previus tw steps. Lk at their suggested bks as well and list thse apprpriate. 6. Keep ding the abve until yu have a lng list f keywrds. An spreadsheet is invaluable! 7. Get rid f the duplicates. Delete mst f the symbls. AMS desn t like these. 8. Nw yu re ready. Yu shuld be able t cut and paste this list directly int the Add yur wn keywrds field in AMS Spnsred Prducts ad.

7 Setting up an ad campaign Sign int yur KDP accunt here In yur Bkshelf, next t yur bk, there is a buttn that lks like this: Click Prmte and Advertise. It will take yu here: Under Run an Ad Campaign click Create an ad campaign, which will take yu t Amazn Marketing Services website. Yur first time there, yu will need t set up yur accunt. Simply answer the questins that cme up.

8 Add yur credit card details under Payment Settings. Yu will have t have dne this t run an ad campaign. It can be deleted r changed by yu later. Under Advertising Campaigns click n New Campaign (yellw buttn, tp left). Yu will then have t chse what type f campaign yu want t run: Autmatically targeted spnsred prduct ads Select Spnsred Prducts Select the bk t advertise Set campaign name make it helpful t yu n ne else will see it Eg. My Bk Title spnsred list autmatic Set average daily budget Start with $10/day. Set the campaigns dates cntinuus r a set date range. Select Autmatic Targeting (yu wn t need the keywrd list fr this ne). Set Cst-per-click bid start with 50 cents. Custmize the ad s wrding max 150 characters. As yu d this, yu will ntice the ad preview belw will change. Make sure it lks gd. Click Submit campaign fr review

9 Manually targeted spnsred prduct ads Select Spnsred Prducts Select the bk t advertise Set campaign name make it helpful t yu n ne else will see it Eg. My Bk Title spnsred list manual targeting Set average daily budget Start with $10/day Set the campaigns dates cntinuus r a set date range Select Manual Targeting Set the default cst-per-click bid start with 50 cents. Add any f the suggested keywrds that yu like with the yellw buttns n the right. Click n Add yur wn keywrds (back up at the tp f this sectin). Set the CPC bid again. Add yur wn keywrds ne per line (yes, yu can cut a paste it in as lng as it is ne per line watch ut fr symbls that are nt allwed, like & ) Click the yellw Add buttn n the right Custmize the ad s wrding max 150 characters. As yu d this, yu will ntice the ad preview belw will change. Make sure it lks gd. Click Submit campaign fr review

10 Specific prduct display ads Select Prduct Display ads. Select the bk t advertise. Select By Prduct. Select Target specific prducts. Search fr the prduct yu want t target (smething very like yurs). Add all the different frmats f this prduct. Leave ticked: Autmatically extend yur reach t include related prducts, such as thse frequently bught with yur bk (recmmended). Set campaign name make it helpful t yu n ne else will see it Eg. My Bk Title Prduct Display Other Bk Title Set cst-per-click bid. Amazn gives yu a suggested range (eg. 27 t 36 cents). Try the tp f that at first t see what wrks. Set campaign budget it must be $100 r mre, but remember yu can stp this campaign manually at any time, r spread it ut ver a lng perid. Set campaign start and end date. Click Spread campaign evenly ver its duratin. If yu have a particular (imminent) event that yu are advertising fr then use the ther ptin. Custmize the ad s headline (max 50 characters) and wrding (max 150 characters). As yu d this, yu will ntice the ad previews belw will change sme with the headline, sme with the ad wrding. Make sure that all three f the ad previews lk gd by clicking n the different dimentins (270x x x55) Click Submit campaign fr review

11 Related categry prduct display ads Select Prduct Display ads. Select the bk t advertise. Select By Prduct. Select Target related categries. Check all the categries that yur bk is listed under are selected. Set campaign name make it helpful t yu n ne else will see it Eg. My Bk Title related categries Set cst-per-click bid. Amazn gives yu a suggested range (eg. 27 t 36 cents). Try the tp f that at first t see what wrks. Set campaign budget it must be $100 r mre, but remember yu can stp this campaign manually at any time, r spread it ut ver a lng perid. Set campaign start and end date. Click Spread campaign evenly ver its duratin. If yu have a particular (imminent) event that yu are advertising fr then use the ther ptin. Custmize the ad s headline (max 50 characters) and wrding (max 150 characters). As yu d this, yu will ntice the ad previews belw will change sme with the headline, sme with the ad wrding. Make sure that all three f the ad previews lk gd by clicking n the different dimentins (270x x x55). Click Submit campaign fr review.

12 Interest-targeted prduct display ads Select Prduct Display ads. Select the bk t advertise. Select By Interest. Select related reader interests. Set campaign name make it helpful t yu n ne else will see it Eg. My Bk Title Interests rmance-fantasy Set cst-per-click bid. Amazn gives yu a suggested range (eg. 27 t 36 cents). Try the tp f that at first t see what wrks. Set campaign budget it must be $100 r mre, but remember yu can stp this campaign manually at any time, r spread it ut ver time, r spread it ut ver a lng perid. Set campaign start and end date. Click Spread campaign evenly ver its duratin. If yu have a particular (imminent) event that yu are advertising fr then use the ther ptin. Custmize the ad s headline (max 50 characters) and wrding (max 150 characters). As yu d this, yu will ntice the ad previews belw will change sme with the headline, sme with the ad wrding. Make sure all fur f the ad previews lk gd by clicking n the different venue/dimentins (Kindle e-readers 270x x x55) Click Submit campaign fr review

13 And nw ad maintenance Beware f setting and frgetting yur ads. They will wrk better if yu keep an eye n them and adjust them as yu g. Yu will nt get it right the first time and things change quite quickly. Unfrtunately, the AMS reprting facility is quite limited. Hpefully that will change sn. In the meantime the nly infrmatin yu get is accumulated all int ne pt (ie. Yu can t tell when the sales r changes happened). The best thing t d is g int yur AMS dashbard regularly, g int each campaign and dwnlad the CSV file f that campaign. With a little massaging f the infrmatin in there, yu will be able t tell when impressins/clicks/sales are ging up r dwn and which keywrds are wrking r nt. I ve heard that sme prfessinal authrs dwnlad frm their AMS dashbard every day (!!). But it s prbably better t start ding it nce a week in the beginning. Here s what ne f my campaign reprts lked like (frm when I was a beginner): ACPC = Average Cst Per Click.

14 The mst helpful infrmatin yu will need t understand is the ACS = Average cst f sales. Yu are aiming fr this figure t be less that 100%. If it s 100% exactly, that means that yu ve brken even (sales = cst f ads). Yu can re-srt yur keywrd list by clicking n any f the clumn titles ( Status, Keywrds, Match, etc). The table will then be srted int lwest t highest rder accrding t that clumn. Yu can then click it again t put them in reverse rder (which is helpful fr seeing yur sales at the tp). Sme tips: If yu see a keywrd that has made lw r n sales and its ACS is well ver 100% (ne f mine was mre than 300%!), it wuld be better if yu disabled r paused that keywrd. It must be nt as relevant as yu thught it was and it s csting yu mney. If a keywrd is selling yur bk, yu might want t put the bid price up t see if yu can attract mre peple. BUT NOT MUCH! Perhaps try 60 cents first, then see hw it ges. If yu put the price up t much, yu may start winning bids t advertise t thse wh aren t really lking fr yur bk. It s a balancing act. S far, my mst successful keywrds are bk titles. After a few mnths, yu might want t d anther keywrd list expansin. Keywrds are ur friends!