![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/network_icon.svg\"){kind=icon}
\n <\/div>\n <\/div>\n Before we dive in, if you\u2019re on the fence about Amazon Ads or just need a little more convincing that they are worth investing in, from both a time and money perspective, hear me out\u2026<\/p>\n <\/div>\n <\/div>\n\n
When you\u2019re looking for your next book to read, where do you go? If you\u2019re like most people around the world, the first place you go is Amazon. <\/p>\n\n\n\n
And how do you find a book you want to read?<\/p>\n\n\n\n
You probably type something into the search bar and from there, your quest begins:<\/p>\n\n\n\n
- Looking through the search results<\/li>
- Clicking on a few books<\/li>
- Reading their descriptions<\/li>
- Getting distracted by other books that are advertised on the product pages of the books you\u2019re looking at<\/li>
- Looking at the Also-Bought carousels on product pages<\/li><\/ul>\n\n\n\n
What I\u2019m trying to drill home here is that you don\u2019t always go to Amazon with an exact book you want to buy. Sometimes you do, of course, if you hear of a specific book on a podcast, YouTube video, blog post, etc.<\/p>\n\n\n\n
A lot of the time though, you are looking for a particular type of book, such as:<\/p>\n\n\n\n
- Personal Development<\/li>
- Crime Thriller<\/li>
- Historical Romance<\/li>
- Psychological Thriller<\/li>
- Gaslamp Fantasy<\/li>
- How To Code<\/li>
- Gardening for Beginners<\/li>
- The list goes on\u2026<\/em><\/li><\/ul>\n\n\n\n
And with Amazon Ads, at every stage of a reader's journey to find their next book, you can position your book in front of them. This is why it\u2019s so important to understand your readers; <\/p>\n\n\n\n
- Who they are<\/li>
- How they search for books<\/li>
- Which other authors they enjoy reading<\/li>
- Alternative genres\/types of books they enjoy reading<\/li><\/ul>\n\n\n\n
Hopefully, by now, I\u2019ve convinced you that Amazon Ads are worth your investment, so let\u2019s now move on to understanding Amazon Ads in a little more detail, specifically, the types<\/em> of Amazon Ads.<\/p>\n\n\n\n
There are different types of Amazon Ads, but the main ones you\u2019ll be using are:<\/p>\n\n\n\n
- Sponsored Products Ads<\/li>
- Sponsored Brands Ads<\/li><\/ul>\n\n\n\n
With this article today, we\u2019ll be focusing on Sponsored Products Ads<\/em>, as these are going to drive 80% of your results anyway, whether you\u2019re spending $20 per day or $1,000 per day.<\/p>\n\n\n\n
Sponsored Products Ads appear on Search Results pages and Product Pages, as you can see from the examples below.<\/p>\n\n\n
\n![\"ponsored](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/1.-Sponsored-Products-Ad-Example-Search-Results.jpg\")
<\/figure><\/div>\n\n\nSponsored Products Ad on a Search Results Page<\/em><\/p>\n\n\n
\n![\"Sponsored](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/2.-Sponsored-Products-Ad-Example-Product-Pages-1024x357.png\")
<\/figure><\/div>\n\n\nSponsored Products Ad on a Product Page<\/em><\/p>\n\n\n\n
Both placements have their uses and different campaigns will perform differently in each placement. You\u2019ll have some campaigns that work great in search results and other campaigns that perform exceptionally well on product pages.<\/p>\n\n\n\n
And the good news is that you can optimize your campaigns in favor of your best-performing placements; but that is a topic for another day, as it can get pretty advanced.<\/p>\n\n\n\n
One final note on how Amazon Ads work that is vitally important to understand. <\/p>\n\n\n\n
The success of your Amazon Ads comes down to 2 key factors:<\/p>\n\n\n\n
- Your Bid<\/strong>
- This is how much you are prepared to pay for a single click on your Ad. Amazon uses an Auction model and they only charge you when your Ads are actually clicked; impressions of your Ads (i.e. how many times your Ads are shown) won\u2019t cost you a penny. <\/em><\/li><\/ul><\/li>
- Your Relevance<\/strong>
- Amazon places a huge emphasis on relevance because they want to provide the best possible shopping experience to their customers. This is why targeting only the most relevant targets is so important<\/em><\/li><\/ul><\/li><\/ul>\n\n\n\n
Other factors are involved in how successful your Amazon Ads are, but the above two are by far the most important. <\/p>\n\n\n\n
If you\u2019re ready then, let\u2019s move on to the Amazon Ads Blueprint<\/em>, outline the strategy and start building out your campaigns.<\/p>\n\n\n\n
\n\n\n\n\n![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/online-store_icon.svg\")
\n <\/div>\n <\/div>\n \nChapter 1<\/span> <\/div>\n \nThe Blueprint<\/h2>\n \n
\nWhat I\u2019m about to walk you through in the remainder of this article, is one of the exact blueprints I use when running Amazon Ads.<\/p>\n <\/div>\n <\/div>\n\n
\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n\n\n\nThe beauty of this blueprint is that it works whether you\u2019re spending $10 per day, $500 per day, or anywhere in between. On top of this, because the blueprint is so simple, all you need is 60 minutes per week to optimize and manage your campaigns. <\/p>\n\n\n\n
Of course, you could spend much longer than 60 minutes on your Amazon Ads, but you have books to write, things to do, family and friends to spend time with, etc.<\/p>\n\n\n\n
If you\u2019re like a lot of authors I speak to on a daily basis, you want to get in and get out<\/em> of your Amazon Ads account, whilst feeling confident that your Ads are fine-tuned, reaching your ideal readers and ultimately, selling books.<\/p>\n\n\n\n
Now, this blueprint isn\u2019t the only way to run Amazon Ads; this is just what works for me. If you want to adapt this blueprint to fit your books, your series, and your workflow, go for it! <\/p>\n\n\n\n
My goal with this article is to show you how I run Amazon Ads and give you the knowledge and confidence to do this for yourself.<\/p>\n\n\n\n
With that said, let\u2019s dive in\u2026<\/p>\n\n\n\n
The Campaigns<\/strong><\/h3>\n\n\n\n
This blueprint contains just 3 very simple campaigns that I will be showing you how to launch, step-by-step. <\/p>\n\n\n\n
The 3 campaigns are:<\/p>\n\n\n\n
- 1 x Automatic Targeting Campaign<\/li>
- 1 x Category Targeting Campaign<\/li>
- 1 x Brand Keywords Campaign<\/li><\/ul>\n\n\n\n
You can of course launch many other types of campaigns, but these are my 3 go-to campaigns for Amazon Ads accounts large and small.<\/p>\n\n\n\n
\n\n\n\n\n![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/file-calculator_icon.svg\")
\n <\/div>\n <\/div>\n \nChapter 1<\/span> <\/div>\n \nBudget Control<\/h2>\n \n
\nIf you\u2019re working to a tight budget, or any budget at all for that matter, which I\u2019m sure you are, then it\u2019s a good idea to put some buffers in place to make sure you don\u2019t overspend.<\/p>\n <\/div>\n <\/div>\n\n
\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n\n\n\nYou can do this directly inside your Amazon Ads account using something known as Portfolios<\/em>. <\/p>\n\n\n\n
Think of portfolios as folders within your Amazon Ads Account that you can add any number of campaigns into. I love using portfolios because they help keep my account clean, organized, and uncluttered.<\/p>\n\n\n\n
So, let\u2019s go ahead and do this together now.<\/p>\n\n\n\n
Step 1 – Create A Portfolio<\/h3>\n\n\n\n
On the left-hand side of your Amazon Ads dashboard, near the top, click the + Create a portfolio<\/em> button, as pictured below.<\/p>\n\n\n
\n![\"Create](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/3.-Create-Portfolio-1024x379.png\")
<\/figure><\/div>\n\n\nStep 2 – Name Your Portfolio<\/h3>\n\n\n\n
In the box that pops up, give your portfolio a name and then click the blue Create a portfolio<\/em> button.<\/p>\n\n\n
\n![\"Name](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/4.-Name-your-portfolio-1024x378.png\")
<\/figure><\/div>\n\n\nStep 3: Modify Portfolio<\/h3>\n\n\n\n
Open your portfolio by clicking on it in the left-hand sidebar of your dashboard and click the Modify Portfolio<\/em> button near the top right of your screen, as pictured below.<\/p>\n\n\n
\n![\"Modify](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/5.-Modify-Portfolio-1024x181.png\")
<\/figure><\/div>\n\n\nStep 4: Add A Budget Monthly Cap<\/h3>\n\n\n\n
Once you\u2019re inside the portfolio settings after clicking Modify Portfolio<\/em>, you\u2019ll see a Budget Cap<\/em> option with a dropdown menu. The default setting here is No budget cap<\/em>. <\/p>\n\n\n\n
However, to ensure you don\u2019t spend more than your available budget on any given month, click the dropdown menu and choose Recurring Monthly<\/em>. <\/p>\n\n\n
\n![\"Recurring](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/6.-Recurring-Monthly-1024x360.png\")
<\/figure><\/div>\n\n\nStep 5: Define Your Monthly Budget Cap<\/h3>\n\n\n\n
You can now define what your monthly budget cap will be by entering that amount into the Enter Amount<\/em> box, as highlighted below.<\/p>\n\n\n
\n![\"Define](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/7.-Define-Monthly-Budget-Cap-1024x597.png\")
<\/figure><\/div>\n\n\nOnce you\u2019re happy, click the Save Changes<\/em> button near the bottom right of your screen.<\/p>\n\n\n\n
What we have just done here is added the maximum amount that Amazon is allowed to spend on all the campaigns we put into this specific portfolio. <\/p>\n\n\n\n
Once the combined total spend of all the campaigns in this portfolio reaches your set monthly budget cap, they will stop running and stop spending money, until one of the following happens:<\/p>\n\n\n\n
- You remove the budget cap<\/li>
- You increase the budget cap<\/li>
- The first of the month rolls around again and the budget cap is reset to your original cap<\/li><\/ul>\n\n\n\n
This is a failsafe way to protect your money and ensure that you don\u2019t go over your allocated budget for Amazon Ads on any given month. <\/p>\n\n\n\n
You can of course increase or decrease your budget cap at any time. <\/p>\n\n\n\n
\n\n\n\n\n![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/laptop-idea_icon.svg\")
\n <\/div>\n <\/div>\n \nChapter 1<\/span> <\/div>\n \nA Mindset Shift\u2026<\/h2>\n \n
\nOne of the most important mindsets to get your head around with not just Amazon Ads, but advertising and marketing, in general, is this\u2026<\/p>\n <\/div>\n <\/div>\n\n
\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n\n\n\nYour book sells your book.<\/em><\/strong><\/p>\n\n\n\n
Amazon Ads (and other marketing and advertising channels) are purely there to drive awareness and traffic to your books. Your book itself and the way you present your book to readers is what will sell it. <\/p>\n\n\n\n
The better your book sells itself (i.e. the more conversions\/sales you generate), the better your Amazon Ads will perform.<\/p>\n\n\n\n
Yes, you need to drive relevant traffic to your books, but once you\u2019ve got readers looking at your book on Amazon, what is going to make them want to buy your book? <\/p>\n\n\n\n
5 assets on your book product page will impact the conversion rate of your Amazon Ads; in no particular order:<\/p>\n\n\n\n
- Book Cover<\/li>
- Book Description<\/li>
- Price<\/li>
- Reviews\/Ratings<\/li>
- Title and Subtitle<\/li><\/ul>\n\n\n\n
Get these things right and your Amazon Ads will be off to the races!<\/p>\n\n\n\n
There are a couple of posts right here on Kindleprenuer that I highly recommend reading that will help you craft a high-converting book product page:<\/p>\n\n\n\n
- How to Write a Book Description: The Ultimate Guide to a Best-Selling Book Blurb<\/a><\/strong><\/li>
- Amazon A+ Content: What is it and How to Use it<\/a><\/strong><\/li><\/ul>\n\n\n\n
\n\n\n\n\n![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/marketing_icon.svg\")
\n <\/div>\n <\/div>\n \nChapter 1<\/span> <\/div>\n \nTracking Your Results<\/h2>\n \n
\nBefore we launch your Amazon Ads campaigns, there\u2019s one more topic I need to cover that will ensure you have a solid foundation in place.\u00a0<\/p>\n <\/div>\n <\/div>\n\n
\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n\n\n\nAnd that is the topic of tracking<\/em>.<\/p>\n\n\n\n
Tracking the performance of your Amazon Ads on a weekly or monthly basis is not only going to allow you to spot patterns and trends in the data, but it\u2019s also going to show you the role that your Amazon Ads play in a much larger game. <\/p>\n\n\n\n
Amazon Ads are just one way to drive traffic to your books; there are plenty of other ways to position your books in front of your ideal readers, such as: <\/p>\n\n\n\n
- Facebook Ads<\/li>
- BookBub Ads<\/li>
- TikTok Ads<\/li>
- Newsletter Swaps<\/li>
- Group Promos<\/li>
- The list goes on\u2026<\/li><\/ul>\n\n\n\n
As I\u2019ll cover at the end of this article, Amazon Ads don\u2019t operate inside of a vacuum and you should never be looking at them in isolation. <\/p>\n\n\n\n
This is why tracking not only your Amazon Ads results is important, but also, other Ad spend and your Total Royalties, Total Orders, and Total Page Reads. This will give you a much better idea of the impact your advertising and marketing (including Amazon Ads) is having on the performance of your books as a whole. <\/p>\n\n\n\n
- Amazon A+ Content: What is it and How to Use it<\/a><\/strong><\/li><\/ul>\n\n\n\n
- How to Write a Book Description: The Ultimate Guide to a Best-Selling Book Blurb<\/a><\/strong><\/li>
- Your Relevance<\/strong>
- This is how much you are prepared to pay for a single click on your Ad. Amazon uses an Auction model and they only charge you when your Ads are actually clicked; impressions of your Ads (i.e. how many times your Ads are shown) won\u2019t cost you a penny. <\/em><\/li><\/ul><\/li>
- Your Bid<\/strong>
![\"\"\/](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2021\/04\/publishing_icon.svg\"){kind=icon}
\n <\/div>\n <\/div>\n ![\"Create](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/8.-Create-Campaign-1024x436.png\")
<\/figure><\/div>\n\n\n![\"Sponsored](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/9.-Sponsored-Products-Campaign-Type-1024x571.png\")
<\/figure><\/div>\n\n\n![\"Standard](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/10.-Standard-Ad-1024x218.png\")
<\/figure><\/div>\n\n\n![\"Ad](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/11.-Ad-Group-Name-1024x193.png\")
<\/figure><\/div>\n\n\n![\"Choose](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/12.-Choose-Book-1024x563.png\")
<\/figure><\/div>\n\n\n![\"Automatic](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/13.-Automatic-Targeting-1024x217.png\")
<\/figure><\/div>\n\n\n![\"Set](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/14.-Set-default-bid-1024x276.png\")
<\/figure><\/div>\n\n\n![\"Set](\"https:\/\/kindlepreneur.com\/wp-content\/uploads\/2022\/10\/15.-Set-bids-by-targeting-group-1024x527.png\")
<\/figure><\/div>\n\n\n