Marketing with Amazon
Marketing has always been a problem for me. I’m afraid I just don’t have a natural talent for either copy writing or being creative when it comes to marketing. I’ve tried Facebook ads without much success (either I’m not defining my audience correctly or my audience isn’t one which clicks on Facebook ads, I don’t know!). I have, however, found one thing that works amazingly well:
Amazon Sponsored Ads.
Yes! I didn’t think they would work so well because I’ve been hearing that some people haven’t had great success with them, but for some reason I’ve been able to make them work. Here’s what I’ve been doing:
I create a sponsored product ad (this is the one which displays among search results as if it were what the reader was searching for). I put in a relatively small daily budget of $10/day which I’ve found to be more than enough (in fact, not all of it was spent each day, it depends on how many people clicked my ad since you pay per click).
It shows you a list of your books so that you can choose which book you’d like to advertise. You choose one and then choose how much you’d like your daily budget to be. As I said earlier, I chose $10 per day which seems to be the right amount. You can then choose to run your campaign continuously (never ending) or choose start and end dates.
The trickiest and probably most important part is what comes next – the targeting of your ad. I choose “Manual Targeting” because I want to choose the keywords used to target my ad. In other words, when a reader types in specific keywords into the Amazon search bar, if they match the keywords I’ve chosen, my ad will show up in the results. Amazon will suggest a long list of keywords for you to choose from and you can add your own.
For my sweet, traditional Regency romance, My Lord Ghost, I chose the obvious keywords of “Regency romance” and “historical romance”. I also used “sweet romance” and “sweet Regency”. There’s a touch of mystery in my book, so I included all the variations on that (historical mystery, regency mystery, etc). And then I added the names of Regency authors whose books are similar mine.
The point is, you can have as many keywords as you’d like (I ended up using over 25) and as the campaign goes on you can add and remove keywords as well. This is why, I think, these ads work so well. You can fine tune them as they run.
Finally, you add a catchy tag line to your ad and submit it for review. Hopefully, the Amazon gods will approve it and then you can watch and see how it works, fine-tuning it as it goes.
The great thing about these ads is that you don’t have to spend a lot of money (unlike with a Product Ad for which you must have a minimum budget of $100) and you don’t have to put your book on sale to run it.
So not only do you potentially get good sales from these ads, you also get your name placed in the sights of a great number of people. Even if they don’t click, they’ll see it, which means that the next time they see it they might remember it and the time after that they might just buy something.