{"id":24396,"date":"2021-11-04T17:45:00","date_gmt":"2021-11-04T17:45:00","guid":{"rendered":"https:\/\/kindlepreneur.com\/?p=24396"},"modified":"2022-03-24T18:55:03","modified_gmt":"2022-03-24T18:55:03","slug":"bryan-cohen-case-study","status":"publish","type":"post","link":"https:\/\/kindlepreneur.com\/bryan-cohen-case-study\/","title":{"rendered":"The Amazon Ad that Changed My Author Career by Bryan Cohen"},"content":{"rendered":"\n

When Amazon ads first came out, I was skeptical.<\/p>\n\n\n\n

After all, I had seen many waves of marketing excitement come and go since I began publishing in 2010.<\/p>\n\n\n\n

But when I saw multiple respected teachers in the self-publishing world find success from ads, I decided to give it a shot.<\/p>\n\n\n\n

While my first sets of ads did not light the world on fire royalties-wise\u2026<\/p>\n\n\n\n

They paved the way for a future understanding that has helped a whole lot of authors earn more profit.<\/p>\n\n\n\n

Let's start at the beginning.<\/p>\n\n\n\n

My First Amazon Ads<\/h2>\n\n\n\n

I set up my first campaigns connected to a brand new launch in a genre I'd never written in before (Fairy Tale Retellings).<\/p>\n\n\n\n

This served as a great test because I didn't really know what I was doing as far as researching potential targets or hunting down relevant search terms at all.<\/p>\n\n\n\n

When I created my first keyword campaigns for my new fairy tale book, I went for everything under the sun.<\/p>\n\n\n\n

I hunted down thousands of potential keywords<\/a> that might find me some new readers\u2026<\/p>\n\n\n\n

And many of them probably weren't the best ideas.<\/p>\n\n\n\n

\"Bryan<\/figure><\/div>\n\n\n\n

As I later learned, one of the most important aspects of these ads is having the most relevant words to your book possible.<\/p>\n\n\n\n

This means you need to think of the most similar book titles<\/a>, author names, and search terms (words that a potential reader might type in to Amazon search) that you can possibly find.<\/p>\n\n\n\n

I didn't know this at the time, but by keeping track of the words that did find traction, I set myself up for success in my next campaigns.<\/p>\n\n\n\n

My first sets of campaigns were break even on a good day and lost me $5 to $10 a day on a bad one.<\/p>\n\n\n\n

Fortunately, I kept these campaigns going for several months after my book's release.<\/p>\n\n\n\n

I did future Bryan a big favor by collecting a ton of data that I would later use to very successful ends.<\/p>\n\n\n\n

My Second Campaigns<\/h2>\n\n\n\n

When I planned to launch a short story anthology exclusively into Amazon, I knew that Amazon ads were going to factor in.<\/p>\n\n\n\n

Because even though I didn't have a ton of success with my first round, this anthology was primed for success.<\/p>\n\n\n\n

First and foremost while the price was going to be set for 99 cents\u2026<\/p>\n\n\n\n

The length of the book (over 1,000 Kindle Edition Normalized Pages) would give this book a great opportunity to return far beyond our initial investment.<\/p>\n\n\n\n

There was only one problem: I didn't know what keywords I should use for our ongoing ads.<\/p>\n\n\n\n

Fortunately, after collecting all of my data on the initial campaigns in the same genre of fairy-tale retellings\u2026I had a collection of keywords that had done exceptionally well.<\/p>\n\n\n\n

How did I define exceptionally well?<\/p>\n\n\n\n

These keywords had registered tracked sales on the Amazon Ad Dashboard.<\/p>\n\n\n\n

It wasn't until much later I would learn how rare this feat actually was.<\/p>\n\n\n\n

In the year since running these campaigns, I found that many sales that could be attributed to my ads slipped between the fingers of the algorithm tracking.<\/p>\n\n\n\n

This meant that the 30 or so keywords that had a tracked sale were extremely relevant to readers who bought books in the fairy-tale genre.<\/p>\n\n\n\n

I started my campaigns for the fairy tale retellings anthology as part of a massive barrage of launch promotions.<\/p>\n\n\n\n

We ran discount deals, sent out emails to our list and got every fairy-tale author we could think of to share the good news that our book was coming out.<\/p>\n\n\n\n

As a result, our launch helped us to just under a five-figure month\u2026<\/p>\n\n\n\n

But we had few promotional efforts planned for the months after the book went live.<\/p>\n\n\n\n

For the book to continue to earn royalties after month one, we would be almost completely reliant on these Amazon Ads\u2026<\/p>\n\n\n\n

And according to our initial figures, the ads were having major problems.<\/p>\n\n\n\n

Looking at the Big Picture<\/h2>\n\n\n\n

Many experts told us that in order for ads to be successful, these ads would need to have an ACoS (advertising cost of sale) of less than 70%.<\/p>\n\n\n\n

At the time, our ACoS was more than 10 times the recommended amount (over 700%).<\/p>\n\n\n\n

As a curious marketer, I wanted to see if those numbers would improve to what the experts suggested.<\/p>\n\n\n\n

After all, I wanted to make sure everybody in the anthology earned the highest profit possible.<\/p>\n\n\n\n

But when I looked at the royalties over on my KDP dashboard, I saw something completely surprising.<\/p>\n\n\n\n

\"Bryan<\/figure><\/div>\n\n\n\n

According to our ads and the ACoS, we were losing money hand over fist.<\/p>\n\n\n\n

But when I looked at my ad spend on the Amazon ad dashboard versus our royalties on the KDP dashboard, there was no question…<\/p>\n\n\n\n

We were earning $3 in royalties for every dollar we spent on ads.<\/p>\n\n\n\n

I was faced with a choice.<\/p>\n\n\n\n

Did I listen to the experts who said that ACoS would be the make-or-break statistic for my campaign OR\u2026<\/p>\n\n\n\n

Would it be better to look at the bigger picture and see if doubling down on my ad spend would actually increase our royalties?<\/p>\n\n\n\n

I chose the latter and nothing has ever been the same again.<\/p>\n\n\n\n

The Results<\/h2>\n\n\n\n

Stripping out our very successful first month launch of $9,000+ in royalties and only factoring in month number two and beyond…<\/p>\n\n\n\n

We spent around $7,000 on our Amazon ad campaigns over the next two years.<\/p>\n\n\n\n

During that time, our book earned over $21,000 in royalties.<\/p>\n\n\n\n

Our final ACoS for the two campaigns we ran to that book was over 900%.<\/p>\n\n\n\n

We certainly didn't win any awards about doing what the experts said to do with our ads, but we did see ourselves earn over $14,000 in profit after our launch month.<\/p>\n\n\n\n

I knew that there was a chance this instance could have been a fluke so I tried this ad strategy on other books of mine.<\/p>\n\n\n\n

Time and time again, I found that ACoS was not indicative of a successful campaign\u2026<\/p>\n\n\n\n

Even for my books that weren't in Kindle Unlimited.<\/p>\n\n\n\n

When I started teaching this strategy to other authors in a variety of genres, they found similar results to mine.<\/p>\n\n\n\n

Looking at the big picture and ignoring certain statistics that could be misleading led multiple authors to go from under $100 a month to over $1000 a month in less time than you'd think.<\/p>\n\n\n\n

I've been amazed and grateful to share how my experience and experiment could help thousands of authors find stronger results.<\/p>\n\n\n\n

From Challenge to Book<\/h2>\n\n\n\n

To this point, I have shared many of these findings through my free 5-Day Amazon Ad Profit Challenge video courses that we run every quarter.<\/p>\n\n\n\n

But for the first time ever, we will be putting this info into the form of a book.<\/p>\n\n\n\n

Self-Publishing with Amazon Ads<\/em> will be available through a Kickstarter campaign that we are running through Thur., Dec. 2nd.<\/p>\n\n\n\n

If you're interested in finding out more details about my experiment and how we've used ads to find more success in a variety of genres, then click here<\/a> and read the campaign to find out more.<\/p>\n\n\n\n

Thank you so much for reading, and I hope you have a fantastic rest of your day.<\/p>\n","protected":false},"excerpt":{"rendered":"

Experience a case study of Amazon Ads gone right, featuring Bryan Cohen of Amazon Ad School to tell us what worked and what didn’t.<\/p>\n","protected":false},"author":60,"featured_media":24402,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[26],"tags":[3893],"yoast_head":"\nThe Amazon Ad that Changed My Author Career by Bryan Cohen<\/title>\n<meta name=\"description\" content=\"Experience a case study of Amazon Ads gone right, featuring Bryan Cohen of Amazon Ad School to tell us what worked and what didn't.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kindlepreneur.com\/bryan-cohen-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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