Amazon Ads

With three novels out, and the next one getting closer, I figured it was time to start advertising the fact that these books exist.

I’ve heard good things about Amazon Ads, so figured I’d start there. How it works is, you determine how much you’re willing to spend per day, and how many days. You select a “bid” for your ad to show up. If your ad shows up on a page with lower priced ads, you don’t necessarily pay the full bid price. If someone clicks your ad, you pay.

Attempt #1

Not knowing anything about advertising, I went with a $5 daily limit, and a bid price of 15 cents. Amazon recommended 13 cents, so I figured I’d try slightly higher.

Over the next few days the ad made “200 impressions” – not entirely sure how it’s measured if someone looked at the ad. Maybe they just stopped scrolling on the page while my ad was visible. Who knows? Anyway, I received 1 click, and paid 6 cents.

Attempt #2

I added a couple words to the ad: Action & Adventure! The ads are limited for number of characters, so I wanted to draw attention to the theme of the book straight away. I kept the same daily limit of $5, but upped the bid to 20 cents to see if it made a difference in how often it would be seen.

I was surprised that the ad only had 145 impressions, but realized it might have been because fewer people were shopping the week after all the Black Friday/Cyber Monday deals. Also, no clicks meant I didn’t spend any money on it, so no harm done.

Attempt #3

I tried something completely different this time. I dropped the brief blurb and put in star rankings along with snippets of reviews left on Amazon. I did a combination of 5- and 4-star ratings, since A Noble’s Quest is rated 4 stars. Didn’t want to overdo it with all 5-star reviews.

Unfortunately, the ad was refused! Since the snippets I used were fragments (again, not a lot of space) they didn’t like that.

Attempt #4

Christmas is coming soon, so I thought I’d go for that angle. I’ve had some success at conventions selling to people who have a family member who enjoys fantasy, so why not point out there’s a new series out there? I also liked the “Christmas is coming!” line, because it calls back to Game of Thrones’ “Winter is coming.” I upped the bid again to 25 cents, hoping that might get more impressions.

Advertising success was found and there was much rejoicing! I got a click, and that person not only bought A Noble’s Quest, but hunted down the rest of the trilogy to get all three books in paperback! Best 15 cents I ever spent in my life!

Attempt #5

I took one more swing at the Christmas angle, hoping for some last minute shoppers. I increased the bid to 30 cents, and it didn’t change much.

There were 195 impressions, and 2 clicks that cost 15 cents total, with no sales. But that’s okay. With the outstanding month I’ve had, it’s all good!

Conclusion

There are services out there that cost a lot of money for questionable returns. From Book Bub, which costs hundreds of dollars, to less expensive mailing list builders that hemorrhage people over time. I tried a mailing list builder for $40+ early this year, and although I jumped from 152 subscribers to 563, that number has dropped to less than 472 now. I also don’t see an increase in sales above what I used to get when I announce new releases through the mailing list. The only thing it seems to help with is when I have free promotions, so I won’t be doing mailing list builders anymore. If people are actually interested in me as an author, they can hunt down my mailing list on this website.

Amazon’s system of paying per click seems pretty amazing in comparison. With four clicks over four ad campaigns, I sold three books. I don’t expect to continue seeing those sorts of rates, but even if I get a lot of clicks with no sales for a while, those three sales have made it worthwhile for a long, long time.

I’m going to try increasing my daily limit, since I’ve never gotten anywhere close to $5/day, and see if that increases the number of impressions, which have remained fairly stable over time, even with the increase in bidding price.

If you’re struggling with being seen, and bring in enough for a coffee or two per month like I was, I suggest trying Amazon Ads. It’s low risk, and if you get some bites, it pays for itself very quickly. Keep in mind, this was for my paperback books, which give a slightly higher return. Not sure I would try this with e-books, since A Noble’s Quest is priced fairly low, and I’m not ready to do sales of the full Empire’s Foundation trilogy, since it’s a bargain at under $10 for all three books in one e-book, and I don’t have anything else for people to bounce to after that. Maybe once I have a second series out, I could see myself promoting the omnibus version, but for now I’ll continue advertising book 1.

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