How to Do Amazon Book Ads – in 2020!


Hi guys I’m Dave Chesson of Kindlepreneur and in today’s video I want to show you how to set up effective and
efficient Amazon ads in less than 10 minutes we’re gonna go over creating
your first sponsored product ad as well as the lockscreen ad and if you would
like to learn more about book marketing as well go ahead and click the subscribe
button as well as the little bell icon so as to learn what my next video comes
out furthermore I also offer a full free video course on Amazon ads which you can
access at so be sure to check that out and with that let’s go
ahead and jump on and start creating ads for this example I’m going to use valve
rights account she’s the author of pay your student loans fast she’s a top
notch writer and anyone who wants to learn how to get out of debt should
absolutely check this out her books use of Amazon ads is a great example for
most authors because val is not backed with a famous name or giant following
instead she’s executed her ads aptly and because of this it’s helped to make her
continuous extra sales even years after she published it and with that let’s
jump in and start making ads first go to into your KDP account find the book that
you want to set up for an Amazon ads campaign and click promote and advertise
once you’ve done that you’ll want to look at the run ad campaign section and
select the marketplace you want to advertise in in this case the US then
click create an ad campaign if this is your first time doing so Amazon will at
some point ask you for information for your ads account including information
on how you’ll pay for the ads since I already did that it won’t ask us for
this after you’ve done that to start we’ll select a sponsored product ad then
scroll down and give her campaign a name I personally like to call my campaign
the name of the book using an abbreviation and abbreviation of what
type of campaign I’m doing such as SP a for sponsored product ad or LSA for lock
screen ad also I’ll add something that identifies what I’m specifically doing
for this ad like targeting something think of that as like a campaign
descriptor and finally I’ll add the date later on when you’re advertising many
books or testing different things this naming structure will help you to
quickly see which campaign is which plus making marketing your ads much easier
personally I like to leave mine with a no end date unless I’m setting up this
account for a specific promotion week or to coincide with something special but
otherwise it’s best to leave it at no end date next you’ll need to give
yourself a daily budget this is the max amount of money you’re willing to spend
per day in this campaign will then want to select manual targeting in manual
targeting you get to select your keywords whereas with automatic
targeting Amazon selects them for you based on your books metadata I highly
recommend you do manual because the automatic targeting is very problematic
and usually Amazon selects terms that are very competitive
which means much more costly once we select the manual targeting the next
section is the campaign bidding strategy I’ll cover bids and bidding strategy in
the next section but as for the purpose of this you have three options dynamic
bids down which allows Amazon to lower your bid whenever there is an
opportunity to and still allow your ad to show in the end this will actually
save you money dynamic bids up and down which allows
Amazon to change the bid up or down however they think will help your ads
best and fixed bids where you give a bit amount and it stays that way which one
you choose is dependent on how comfortable you feel when I first start
off making my first set of campaigns for my books and was offered
I chose dynamic bits down that way I always knew that I never pay more than
what I had said as a bid but now that I’m experienced and know that my books
do well on Amazon I prefer to start my first set of bids with dynamic bids up
and down letting Amazon make decisions on how best to position my book and make
more ad sales but this is up to you so to recap if you’re new and worried about
Amazon ads costing too much then select dynamic bids down however if you’re
seasoned and have experience with your books doing well select dynamic bids up
and down for your set of campaigns next we need to select whether we want to add
custom text to our ad or not I personally like to use custom custom
text because can help add more to your book and later
on in this course I’ll show you how to write custom text that sells next is if
you want to add any more books or versions of your book to the ad campaign
I usually leave this alone since I already chose the book I was going to
advertise next is targeting with this we have two options and you can only do one
per campaign there is targeting by keywords or targeting by product let’s
start with keyword targeting this means that you want to tell Amazon which
keyword phrases you want your ad to show up for these are the terms that people
would type in Amazon when they are searching for their next book you have
three ways to select your keywords related enter lists and upload file
related is a list of keywords that Amazon thinks are associated with your
book they have pulled these based on your title subtitle seven selected
keywords inside the book and other metadata factor enter list is where you
can manually enter keyword phrases and add them this is usually the best option
for us and will be the best way to select your keywords don’t worry
later in the course I’ll show you exactly how to do this and finally
upload file which is where you can upload an excel file of keywords however
you have to use Amazon’s templated CSV in order to do this so if you have an
export or an excel file full of keywords that you made but didn’t use Amazon’s
template it won’t work and using Amazon’s template of file is problematic
and time-consuming so I’m not a fan of using this below these three sections
you’ll find two parts bid and filter by with bid you can select whether you want
any keyword you add to just use the suggested bid which is what Amazon
thinks you should bid in order to get seen for it or custom bid which is a bid
you choose for that section or default which is just a set of numbers you can
enter I personally like to start my campaigns using a default number
somewhere between 26 cents to 51 cents you might be asking why the weird
numbers well when selecting a bid number never
go with a a number like that those that end with
zero or five that’s because most authors just put those in they think 25 cents or
50 cents I like to go 1 cent or 2 cent above this so say I want to select 50
cents then I’ll make it 51 cents that way I’ll be all the other authors who
selected 50 cents pretty cool right okay next is the section called filter by
which lists broad phrase and exact what this means is that you’re letting Amazon
know how liberal they can be with the keyword phrases you selected I’ll
explain broad means you can show your ad for any phrase that contains the
keywords in any order and includes plurals variations and other related
keywords so say you selected keyword phrase is pay off student loans as an
example using broad means that Amazon can also show your ad for phrases like
pay off student loan in a single version of loan pay student loan loan pay off
pay off being two separate words or loan pay off with pay off in one student loan
pay off and more phrase means they can show your ad for any phrase that
contains the exact phrase or sequence of keywords using the same example this
would only show up for pay off pay off student off student loans student loans
and so forth but no rearranging any of the words that were in the original
phrase and finally exact means only this exact phrase as it is and nothing else
so in this case it could only show pay off student loans and nothing else I
personally like to make all my keywords broad phrases so as to give Amazon the
best chance to show my book because remember you don’t pay Amazon until a
shopper clicks on it and shoppers only click on your book if it is something
they’re interested in therefore it doesn’t hurt to give Amazon more
opportunity to show your book so I select broad match for my keywords okay
so as you can see you can not only select keywords from Ladin well also go
in and add some manually as well before clicking to add ensure you’ve selected
whether you want broad phrase and what bid type then once you click add the
necessary information will show up okay next is the negative keyword targeting
this is a section where I can tell Amazon – absolutely not target any
keyword that contains any specific word or phrases so for this I leave both
exact and phrase checked and will only list words where they have a negative
effect on my book for me there are only two cases where I enter something here
the first is counteract against shoppers looking for deals or free things so I
enter in words like free free book free ebook I believe this is important
because if people are typing into Amazon free anything and Amazon shows my book
they may click on it costing me the money but are going to be harder to
convince to buy something because they started their search looking for
freebies therefore it’s best to ensure your ad
doesn’t show up in front of these shoppers the second is any phrase that
might mislead or confuse a shopper what I mean is if there is a topic I
absolutely don’t want to be associated with and want to ensure I don’t show up
for or confuse my shoppers like say I wrote a very one-sided political book
that followed a democratic leader I wouldn’t want my book to show up for
searches made by pro-republican shoppers that could cost me money and caused me
to get bad reviews no thank you another example would be if
I wrote a wholesome Christian romance I wouldn’t want my book showing up for
erotica or hot and steamy again the cover might not show a route icarus
teeny but to the shopper they type something in and they saw my book they
might still click and be disappointed when they read the description realize
oh this is wholesome Christian not was looking for now don’t go overboard on
this and start listing lots of terms that might be different or potentially
confusing only use phrases here when you strongly believe it would confuse your
shoppers or be something you vehemently don’t want to be a part of for me
I’ve only filled in the free terms since I don’t write in anything that needs
strong clarification or I’d vehemently be opposed to showing up for so I’ll
just write a my usual okay so now that we’ve looked at keyword targeting let’s
go back and look at product targeting unlike keyword targeting where we input
what words or phrases we want to show up for in product targeting we ask Amazon
to generally show us for certain categories or specific products and
books first is the default bid unlike keyword targeting you don’t get
as many options and so you can only select the default bid then when you
choose to target something that will be the bid that is attached so I’ll add 51
cents below is either categories or individual products let’s start with
categories now usually Amazon will show a couple of
suggested categories that they believe fit your book there are two very
important things though that you should know about categories one the suggested
categories listed here are not specifically the categories that you
selected for your book or are attached to your book
there are ones that Amazon believes would fit your book based on the list of
categories they use for this type of ad which brings me to my next point – the
categories they use here are not the full list of 14,000 plus book and ebook
categories Amazon has instead this is a very limited list of book and product
categories that Amazon for some reason has design as the ones they’ll use for
this type of VAT so you have the recommended ones or you can search for
some here while this might seem nice it’s been mine and many other authors
observation that targeting through categories is very fruitless and has
poor returns however I wouldn’t say the same for targeting individual products
in this case you can tell Amazon specifically what books or products you
want to show up for by finding them or typing in their asin number in a later
video I’ll explain how and why this can be an excellent type of campaign okay so
you can either do a keyword targeting or product targeting depending on which one
you do you can now move on to the next section which is the section where you
can add your cost texe what’s neat about this is that this
section here you can see what it will look like if at any time you need to
leave and can’t finish then just click Save As draft once you’re good to go
with your campaign click Launch campaign and that’s it you’ll receive an email
from Amazon letting you know that you submitted a campaign and that it is
currently under review by their moderators this usually takes between
one to three days and once approved you’ll be live great so now that we’ve
set up a sponsored ad for a book let’s go ahead and create a lock screen ad
again go through the same process through our KDP dashboard but this time
we’ll select lock screen and just like sponsor product ads we’ll give the
campaign a name set a date a budget as well as pacing meaning get Amazon to
spend our campaign as fast as it can or spread it out next is the products like
last time and finally we get to interest targeting here you have to pick a
general category and I mean really general because of this super broad
targeting this is one of the reasons why I’m not a fan of lock screen in essence
you need to target and compete against super broad terms and it usually is a
recipe for advertising disaster but moving on you can type in how much you
you’d be willing to pay for a click again notice the dynamic bidding is not
offered here hopefully in the future Amazon changes that but for now or the
time of recording this amazon does not and finally you can get to type in your
custom text and you can see how it’ll look on your Kindle e-reader or Fire
tablet in both the lock screen and the home page for each then when you’re
ready click submit campaign for review again you can expect anywhere from a day
to three days before Amazon will get back to you with your approval or
rejection of the app alright guys as you can see creating ads is pretty simple
now granted there’s more steps and things to learn and like I said before
you can access my full free video course on Amazon ads by going to it’ll give you everything you need in order to take it to the next step and
with that I’m Dave Chesson of Kindlepreneur signing off Cheers

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12 thoughts on “How to Do Amazon Book Ads – in 2020!”

  1. Hassaan Khan says:

    Thanks, Dave.

  2. Aphrodite Lee says:

    Thank you!

  3. Self-Publishing with Dale says:

    Excellent tutorial 😀👍👏

  4. Sakari Lacross says:

    do you market for people?

  5. The REAL Laptop Lifestyle says:

    Thanks for a great and very informative video Dave.

  6. Frank T says:

    Dave, did you update the AMS course for 2020? Thank you.

  7. Souradeep Banerjee says:

    Thanks Dave

  8. Viviana Ioan says:

    Great, fresh info, as usual. Thank you, Dave!

  9. ARIJIT KARAN says:

    Can you tell me the ideal number of pages a kindle e book should have.

  10. dickscribble says:

    You’re the first guy to ever explain this clearly, well done …it’s not easy to understand, And I like my KDP rocket

  11. dickscribble says:

    For the suggestion box …can you do a how-to-enter- keywords video someday, no secrets or combos or anything, just good general form to enter in the 7 slots. It would help a lot & you’ve got the teaching touch, plus it relates to the biz..

  12. THE EXPERT says:

    i update the publisher rocket to 2.0.39 and the keyword search option not working when you click analyze nothing happened, so it's just me or it's a general problem ? and thank you

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