How to create, review, & optimize your Amazon Advertising campaign webinar recording


Hi everyone thank you for joining us
today for our how to create, review, and optimize your Amazon Advertising
campaign webinar. I’m Tricia your host for today and I’m a member of the KDP University team. Writing and publishing your book is just part of the publishing journey, as an independent publisher you don’t have a large publishing house
marketing your book so in the developing and promotional strategy webinar we
discuss some best practices independent publishers can use when creating a
promotional strategy that works for you and your readers one resource we
discussed to help you with your promotional strategy was Amazon
Advertising. Amazon Advertising gives you the ability to promote your book or
catalog of books using Sponsored Products and Lockscreen ads. Sponsored
Products and Lockscreen ads give you the ability to create an ad campaign
with content budgets and targeting determined by you our our ads our cost-per -click meaning you only pay when a reader clicks on your ads you’re never
charged for ad impressions. Ads can appear in search results on detail pages and on Kindle eReaders and Fire tablets. to help you better understand and use
Amazon Advertising this webinar will take a tour of the Amazon Advertising
console, talk about how the site works, discuss how to create an ad campaign, define some terminology that will help you manage your campaigns, and show you how to get the most out of the Campaign Dashboard. Let’s begin by looking at how to access Amazon Advertising from your KDP Account. You’ll start by logging into
your KDP account which will take you to your bookshelf, from here click on the
ellipsis next to the book that you’d like to promote, in the drop-down select
Promote and Advertise. The next screen will look different depending on if
you’re promoting an eBook or a paperback book, for the paperback book
you’ll have the ability to create an ad campaign on Amazon Advertising for an
eBook you may have additional options for promotional activities related to
KDP Select for more information about KDP Select checkout KDP University or join us for the next developing or promotional strategy webinar. Then click the yellow create an ad campaign button to access your Amazon
Advertising account. Once you click on the yellow create an ad campaign button you may be asked to log in to your Amazon Advertising account we suggest
you use the same login and password for your Amazon Advertising account as you
do for your KDP account. In your account you have several options you can create a new campaign which we’ll talk about in just a moment or if you haven’t already
you’ll want to set up your payment settings since your payment settings
must be completed before you can launch a campaign. In the settings you’re asked
for a valid credit or debit card to set up payment we accept Visa, MasterCard, or
American Express. Discover cards aren’t accepted at this time. The payment method you enter will be the payment method applied to all of your campaigns. at this
time you’re not able to select different payment methods for campaigns within the
same account since the credit card is linked to your Amazon account
credentials cards that have been used in the past may appear if you create a new
account if you add a new card that’s not verified in your Amazon retail account
you may need to go into your retail account and verify the card if you need
help or have any questions about setting up your payment method the help link at
the top will take you to the KDP help pages. If you choose to set up your
payment method before you set up your campaign you can always click the
advertising campaigns link at the top of the page to start the campaign creation
process. Once you launch your campaigns you’ll use the campaign dashboard to
sort filter and manage your campaigns. We’ll talk about the campaign dashboard
in more detail in just a moment before I explain how to build a campaign I want
to make sure that we’re speaking the same language. You may be new to
advertising or marketing and like any field, marketing has its own language
I’ll be using Amazon Advertising terms throughout the webinar and we’ll define
the terms when they pop up in the content. You may have noticed that I’ve
been using the term ad campaign. So what’s an ad campaign? An ad campaign is the combination of the ASIN being promoted, the identified targeting, and the bids and budget needed to run the ad. Depending on
which ad type you choose for your campaign, your ad can appear in search
results, on product detail pages for a particular product, on Kindle eReaders
or on fire tablets. Amazon Advertising has two campaign types to choose from Sponsored Product and Lockscreen ads like I mentioned before the ad type you
choose will be dependent on a couple of things the first is your books format is
it an eBook or a paperback. If it’s a paperback you’ll use Sponsored Products if it’s an eBook you have the choice of either Sponsored Products or Lockscreen
ads. Let’s start by looking at Sponsored Products since it can be used for both
an eBook and a paperback. I’ll be showing a paperback but the eBook setup
for sponsored products is the same. Sponsored Product campaigns may appear
in search results and on product detail pages. Where and how this occurs is
partially determined by your targeting. Targeting is the selection of keywords
and products to bid on for an opportunity for your ads to show.
Sponsored Product has two different types of targeting that you can choose
from keyword or product targeting let’s take a look at this feature in the
campaign builder. To get to the campaign builder click on your chosen ad type and
in this case Sponsored Product start building your campaign by naming the ad
campaign this name is only visible to you so choose a name that will let you
easily identify the campaign later. Please take note that once you submit
your campaign for review you’ll not be able to change the campaign name. I named my campaign book title February 2019 Automatic and I set the start date to
February 1st by clicking in the box to activate it then using the calendar to
set my choice the next question you need to answer is your daily budget. We’re
gonna skip this for now and come back to it later since we’re discussing
targeting. Next is targeting you’ll see that there are two choices automatic and
manual if you’re just getting started you may want to begin with automatic
targeting, automatic targeting let’s Amazon do the heavy lifting for you and allows you to easily and quickly create
a campaign Amazon chooses a combination of keywords and products for you for
beginners this will allow you to use campaign dashboard to determine how this
campaign is working and potentially use these learnings to develop manually
targeted campaigns. We’ll look at the campaign dashboard in just a moment. If
you’re comfortable with marketing or have run campaigns with Amazon
advertising before you may want to try manual targeting, manual targeting puts
you in the driver’s seat. If you choose manual targeting you have the ability to
choose to target either by keyword or product. Let’s start by looking at keyword targeting.
So what’s a keyword? Keywords are single words, word
combinations and phrases that are used to match your ads with search terms
readers are using to find books. Say your book is a historical romance set in the Victorian period your reader may go to amazon.com and type in Victorian romance
books, a combination of those words and the words individually are considered
keywords. The goal is to get as close to the search words or keywords your reader
or potential reader is using to find new books. Let’s take a look at how you can
set your keywords. On the first tab you can see a list of suggested keywords,
suggested keywords are generated based on products that you’re advertising you
can add them individually by clicking the Add button or add them all at once
by clicking add all or you can type in your own under the enter keywords tab
and then choose your match types. Broad match types contain all the keywords in any order and include plurals variations and related keywords. Phrase contains the exact phrase or sequence of keywords and exact exactly matches the keyword
sequence of words. Lastly, you can download the Excel
template, enter your keyword, match type and bid into the spreadsheet, save the
completed file to your computer and upload the excel file back into your
account. You can use one tab or a combination of all three tabs. The goal
is for you to fine-tune which customer searches trigger your ads, best practice
is to make sure you have at least 100 keywords for your campaign.
Sometimes there are keywords you don’t want associated with your book. You can
exclude your book from these searches by adding these keywords to the optional
negative keyword field, for example if I don’t want my book to show up when
someone searches for Queen Victoria I can add that phrase to my negative
keywords. You can either choose to exactly match the keyword or sequence of
keywords as I have here or choose negative phrases. I often see questions about how to identify keywords you should use this is going to be dependent
on your audience but one way some authors have identified effective
keywords is by using the suggested keywords and phrases then using the
campaign dashboard to determine which keywords are working and which are not
working. We’ll take a look at that when we discuss the campaign dashboard. The
other option when using manual targeting is to target by product and/or category
for example if you wrote a cookbook that uses a crock pot you can use product
targeting to reach readers browsing a particular brand of crock-pot or if your
style of writing is similar to other popular authors you can reach readers by
selecting keywords and products related to those authors including titles you
can target categories like women’s clothing if your book is about fashion
in the 21st century or you could target a specific product if your book is about
purses you could target a specific handbag. Regardless of the targeting
option you choose it’s important to make sure that the targeting you select is
relevant to the title your advertising. The more relevant your targeting is to
your advertised title the better chance you have of keeping your advertising
cost of sale low again with this targeting you’re able to list products
that you don’t want to surface your ads now that we’ve talked about targeting
let’s talk about your budget and bidding. Amazon advertises uses a cost-per-click
format this means that when a reader clicks on your ad then you’re charged
for that click, how much you’re charged is based on your bid. Sponsored Product
campaigns require a daily budget to run starting at $1 a day in setting this
budget you’re placing a limit on how much you’ll spend for this campaign on a
daily basis. Your daily budget is the highest amount
that you’re willing to spend on campaign and this is average over 30
days this means that you may see a change in the daily spends like a little
over one day a little under the next but the total 30-day budget will not exceed
your set limit you can always change your budget later
so if I’ve budgeted 150 dollars for this ad campaign for the month of February I
can set my daily budget to $5 if I have a larger or smaller monthly budget I can
adjust my daily budget accordingly once you’ve set your budget you’ll determine
how that money is spent by setting your bids. Just because you choose a specific
keyword or a product doesn’t mean that your ad will appear every time a reader
searches for that keyword or product. The bid price that you set will determine
the maximum amount that you’re willing to pay for a click on your ad. You’ll
never be charged more per click than what you bid and if you’re just getting
started a bid and a bid range is suggested in the bidding box if you’re
using automatic targeting or alongside your keywords and products with manual
targeting. I am frequently asked what is a good budget or bid amount and this is
dependent on so many things that I don’t have a general answer but you can always
refer to the suggested bid next to each keyword. Let’s take a look at the last
couple of sections on the campaign builder and then we’ll look at the
campaign dashboard which may help you answer the budget and big question for
yourself, under the ad format you have the ability determine if you want to use
the standard template or if you want to customize your ad with custom text if
you choose custom text you’ll see a thumbnail of your ad in a field to add
your custom text at the bottom of the campaign builder one best practice is to
make sure you’re familiar with the Amazon book ads creative acceptance
policies and make sure that your ad meets those requirements. The product
section is where you’ll choose which book you’d like to feature in your ad
campaign by going through the KDP bookshelf you’ve already identified
which book you want to feature in your ad campaign if you decide to promote a
different book instead click on the X next to the title search for the new
title and click the Add button to select that book. Once your payment method is
setup and the campaign builder is filled out
click the yellow launch campaign button at the bottom of the page to submit for
review. Amazon Advertising reviews ads within 72 hours after submission to
ensure that they meet the advertising policies and guidelines requirements.
Common reasons we reject ads include grammatical errors, unsubstantiated
claims like it’s a number one bestseller, inclusion of Kindle unlimited in ad copy,
promotional content like free or sale or the cover has images that are not
approved for all audiences. The second ad type for eBooks is lock screen ads with Lockscreen ads you can promote your eBook directly to readers most likely to
buy it, such as those already reading eBooks on their Kindle eReaders or Fire
tablets. This makes it easy for them to buy and download your titles to reach
these readers lock screen ads allow you to target by interest or genre. Start by
choosing your eBook in your interests for your campaign next create your
campaign name set your bid your certain end date and
choose an overall campaign budget unlike Sponsored Products you’re not
setting a daily bid instead you’re setting what you will be spending in
total for the entire campaign with a minimum of $100 campaign budget. I’ve
budgeted $200 for this campaign and I’m setting up my bid at 20 cents based on
the average bid guidance provided. Next, set the length of time you’d like your
campaign to run. I’ve set mine for two months to coincide with my new book
release and can always extend it based on performance. Finally, select your
pacing option because lock screen ads run on a campaign level budget you can
decide whether you want to run the campaign as quickly as possible which
means your campaign may show more frequently at first and may run out of
spend before the desired end date or spread it over the entire chosen length
of the campaign ensuring your campaign budget is allocated across the duration
of your campaign. Next add your custom text to your campaign remember to make
sure your custom text meets the Amazon book ads creative acceptance policies.
You can then preview what your ad will look like
gonna fire tablets or Kindle eReaders. When you’re ready you can click on the
yellow submit campaign for review button or say this draft to submit later. Now
that your campaign is past review and is delivering the next step is to determine
if the campaign is working as you intended. In this next section we’re
focusing on how to use the campaign dashboard to identify opportunities with
your Amazon Advertising campaigns as part of your overall promotional plan
just keep in mind there’s no one right answer on what is or how to run a
successful campaign as many of you are writers marketing terms and especially
digital marketing terms may be unfamiliar to you. I want to take a
moment to define a couple of terms and metrics before demonstrating the
campaign dashboard. Earlier we discussed targeting negative targeting and various
campaign settings that go into campaign creation. In order to determine how
effective each of the choices you made when setting up your campaign were you
can look at their performance in relation to certain metrics over a
period of time using this graph. Also called performance dashboard there are
four default metrics that show on your performance dashboard
they are spend, sales, ACoS or advertising cost per sale and
impressions. Spend is the total amount that you’ve spent on your advertising campaign or campaigns over a set period of time. Sales is the total value your
book sold as a result of the ad click the sale must occur within 14 days of
the ad being clicked in order to be counted as an ad attributed sale in the
dashboard. Next is ACoS or advertising cost per sale. ACoS takes your spend
and divides it by your sales, we’ll talk in just a moment why this is important.
Lastly, are impressions, impressions are how often your ad is shown. You also have
the ability to add four more metrics, clicks, orders, click-through rate and
cost-per-click. Clicks are how many times your impressions were clicked on to get
to your detail page. Orders are how often your book was purchased as a result of
readers clicking on your ad. Click-through rate is a number of clicks
per ad impression expressed as a percentage and your cost-per-clicks is
your spend divided by your clicks. Now that we’ve a better understanding of the terms and metrics. let’s start by looking
at the dashboard. The performance dashboard allows you to sort and compare metrics to determine how your campaigns are performing. As we go through sorting
and adding metrics we’ll talk a little bit about what some authors or publishers look for when determining how successfully campaign is performing. When you log into your Amazon Advertising account by default you’ll see the
campaign dashboard at the top there are three tabs, campaigns, drafts, and Product
Display ads campaigns. Product Display Ads were an ad type only available for
eBook with the addition of lockscreen ads and improvements to Sponsor Products
these are no longer available. To manage any existing live product display ad
campaigns or to copy the ad campaign to a lock screen ad click on the Product
Display Ad campaigns tab from here you can see the ads performance, export the
data to an Excel spreadsheet or copy your existing ads to either a lock
screen or sponsored products ad campaign. The second tab we’re going to look at is
the drafts tab. If you started an ad campaign but didn’t complete it you can
go directly to the drafts tab under the drafts tab you can delete or edit ad
campaigns that you began but not completed. Rejected ads can also be found
here so you can edit following the Amazon book ads creative acceptance
policies. The campaign’s tab is where you’ll be able to sort filter and
compare ad campaigns to determine which campaigns are working and which
campaigns either need to be retired or modified. The goal for this view is to
provide you with as much information as you need to effectively manage your ad
campaigns. At the top of this tab is a yellow create campaign button that
allows you to create a new campaign directly from the dashboard next to that
is the campaign search box in a filter drop down to the right is a button that
allows you to choose your time frame the default is the lifetime of your
advertising account but you can get as granular as you’d like by choosing from
the standard time frames or by clicking on specific dates in the calendars, below
that are the metrics that we discussed earlier. The default are spend, sales, ACoS and impressions. If you want to add any other
metrics click on the add metrics box and click on the metrics that you’d like to
add. you can display up to five metrics at a
time if you don’t need the metric anymore or you want to see a new metric
click on the X in the upper right of the box and add your new choice you’ll see
that two of the metrics have either an orange or a blue highlight, these are the
two metrics that will be represented on the dashboard graph you can change the
metrics shown on the graph by clicking on a different metric and hovering over
the graphs can show you the highlighted metrics for a particular date below the
graph is a chart where you can actively view and manage your campaigns the
columns in this chart are customizable and you’re able to add or delete columns
to fit your needs to add or delete a column click on the columns button at
the top right of the chart then select customize columns from the drop-down
this opens a pop-up window place a checkmark in front of the metrics so
you’d like to manage in the chart and click the yellow apply button you can
sort the chart by clicking on some of the headers like campaign name, type,
targeting etc and if you want to sort the view even more you can use the
filter by and date range buttons at the top of the page. The filter by drop-down allows you to filter by 13 different metrics. Say you want to only see your
active campaigns you can scroll to the top of the page click the filter by
drop-down select active status and this enables another drop-down and from here
you can select enabled and click the yellow Save button. The graph in the
chart both changed to only show your active campaigns in enabled status you
can use this view to see how that campaigns are performing and make
changes to one or more campaigns using the chart you can even layer multiple
filters to get an even more granular view. Speaking of active campaigns the ad
campaigns have different statuses. Delivering which means your ad campaign
is enabled and eligible for impressions. Paused means that it’s not actively
participating in auctions but can be reactivated. Not approved means that it didn’t pass the review process. Now edits can be made in the drafts tab. Suspended means that your ad is suspended and it does not satisfy the ad policy requirements. Archived means the campaign is not running you can’t make changes to campaigns in this status. Ended means your campaign is ended and
again you can’t make changes. Just like we talked about earlier campaigns
created but not submitted for review are in draft status and ads in draft status
don’t show in the campaign manager. On the dashboard you can pause a campaign
by clicking on the switch under active column. You can change the end date of a
published campaign update a campaign budget based on the campaign’s
performance or you can copy an ad that’s performing well. If you want to dig
deeper into a specific campaign click on the campaign’s name to open a dashboard
specific to that one campaign from here you can view performance for each of the
keywords or products that you use for targeting, you can add more keywords or
products adjust your negative keywords or products and manage your campaign
settings by clicking on the tabs at the top we have had several questions about
how to get reporting on the performance of keywords. You can access this
information by clicking on the targeting tab at the top of the graph, from here
you can view performance for each of the keywords or products that you used for
targeting you can also change your bids increase your bids for your top performing targets or decrease your bids for those that aren’t performing well. That was a lot of information.
So what does it all mean? The dashboard has a lot of
features so that you can manage your campaigns in a way that works for you.
There’s no one magic setting or metric that determines if your advertising
campaign is working determining if your campaign strategy is working will be
personal to you and take more than this webinar to create but let’s take a look
at one metric that many authors use to determine if their ad campaign is
effective. I want to caution you that this is just a way to begin using the
metrics on the campaign dashboard earlier we discussed ACoS or
advertising cost per sale. ACoS calculated by dividing the total
campaign spend by the total sales as a result of an ad
click, this sale must occur within 14 days of the ad being clicked in order to
be counted as an ad attributed sale. We get questions all the time about what is
a good ACoS and this is completely dependent on your goal and a cause of
lower than 100% means that there’s a positive return on the
campaign your combined campaigns may be showing that your average a cost is 99% but your personal target is 90% you can sort your
dashboard to show which campaigns show at a cost of 90% or lower then
find the ad or ads that are meeting your goal and open the campaign management
tab by clicking on the name of the ad to view the campaign settings once you have
that data go back and sort to see which ads are not meeting your goal. Compare
the ads to determine the differences and you can then copy the ads that are
working well and optimize the ads that are not meeting your goal or you can
make changes to the targeting of the ads that are not meeting your goals for
example you have an ad campaign that has a 99% ACoS you notice that the
average cost per click is higher than the campaign with a 90% ACoS in
this case you may want to look at your targeting and refine your bids to shift
budget to keywords, products or interests that are performing better than others
if your targeting by product consider either broadening or narrowing your
categories as another example maybe you notice that one of the top performing
campaigns is also showing a higher estimated total sales in this case you
may want to increase your targeting bids and campaign budget to shift spend
towards this higher performing ad these are just a few suggestions on how to use
the dashboard as a best practice it’s best to let your campaigns run for four
to six weeks before making any major adjustments this time is important to
identify trends and determine if the changes are needed as you begin using
the dashboard you’ll start finding ways to make the dashboard work for you data
and the advertising dashboard may not always aligned to what you see in your
KDP reporting and there’s a few reasons for this first advertising only counts
ad attributed sales in our amazon online store. Kindle unlimited borrows and page reads are not included in the ads dashboard. Secondly ad sales reflect the
retail price of a book they don’t take into account royalties so your total
sales figures may look different from your KDP dashboard and it’s important to
look at both sources to get a clearer picture of how your ads are working for
you spending time with the dashboard and understanding the audience you want to
reach will help you gain a greater understanding of the ad types and
settings that work for you running ads for four to six weeks allows you to
identify trends and determine what’s working for you competition and
seasonality may have an impact on the effectiveness of your advertising
campaigns so don’t be surprised if you have a campaign that was working well
and you see the effectiveness dip this just means that you may need to make
some adjustments to get back to your performance goal thank you for joining
us today for the How to Create, Review and Optimize your Amazon Advertising
campaign webinar as a reminder a recording of the webinar is available
from the KDP help pages or on the Amazon KDP university YouTube channel. If you
haven’t already make sure to subscribe to the amazon KDP channel so that you’ll
be notified every time we publish new content for more information about
paperback interior formatting promotional strategies or getting
started with KDP check out our other webinars listed on the KDP university
help pages. As always Happy Publishing!

9 thoughts on “How to create, review, & optimize your Amazon Advertising campaign webinar recording

  1. Re: ACoS … An ACoS of < 100% does not indicate a positive return on the campaign, because Amazon is reporting the sale price and not the author's royalty. Total ebook sales of $11.98 on a monthly AMS spend of $10 means the author/advertiser lost money (about $5.80 if the books are on the 35% royalty tier, and about $1.75 depending on the ebook's file size on the 70% tier). For ACoS to show a positive return, it would need to be < 70% on products in the 70% tier, and < 35% for products in the 35% tier.

  2. I hope my foray into Amazon
    I am more productive than the presale I have made of my books for 26 years, publishing 23, which I want to upload to the platform. Today I have four on Kindle and not one of those 23,
    but I prepare for that and I'm waiting for your help,
    Actually I have problems to do it in physical format. Greetings and a big hug.

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