A few months ago, KDP opened up Amazon Marketing Services to all eBooks, not just the ones in Kindle Unlimited. Setting up an ad is a relatively simple process, although it can look intimidating in the beginning.
Today, I’m going to walk you through how to set up both types of advertising.
First, go to your Reports page in KDP and click on Ad Campaigns (red arrow below).
You’ll be taken to a screen that gives you the option of creating a new campaign (red arrow below).
Sponsored ads are keyword-targeted ads. You’ll enter a list of keywords in the hopes that when potential customers perform a search on Amazon, your keywords will lead them to your ad, which might be displayed on the top, right, or bottom of the page. There is no minimum budget for a Sponsored ad. During set-up, you’ll be asked to enter the amount you’re willing to pay whenever someone clicks on your ad (your cost-per-click, or CPC).
Product ads, on the other hand, are interest-targeted ads. They can display on related product detail pages and Kindle eReaders. Product ads require a minimum budget of $100.00, but the ad can be terminated at any time if the author isn’t seeing results. Only the CPC money spent is charged to the author.
There’s more information available on Amazon Marketing Service’s FAQ page here.
Now, where were we? Oh, right. The “New campaign” screen. Once you’ve chosen which type of ad you want, you’ll be asked to search for the book you want to advertise (blue arrow above).
If you’ve chosen to do a Sponsored ad:
You’ll be taken to the screen below. First, you’ll determine the amount of money you’re willing to spend per day (red arrow below). Once you’ve received enough clicks on your ad to use up that amount, your campaign is finished for the day.
You’ll also be asked to choose the duration of your ad (blue arrow below).
If you choose Automatic targeting, Amazon will decide what to target with your ad. At that point, you’ll need to type the text of your ad into the box at the bottom (blue arrow below). Amazon only allows 150 characters. If you need help with shortening your book description for the ad, check out the Evil Mastermind’s article on creating an “elevator pitch” for your book. Once you’ve completed that, you’ll be given the options of cancelling your ad, saving it as a draft, or launching it. If you choose to launch it, it can take a few hours to go live, but you’ll get an email letting you know when it does.
If you choose Manual targeting, you’ll see the screen below, where you’ll be asked once gain to set your bid (red arrow below), and then you’ll see a list of suggested keywords (blue arrow below). You can choose to accept the keywords one at a time, in bulk, or you can ignore them completely. You can also enter your own keywords (green arrow below). You’re allowed up to 1,000 keywords. Wow! Once you’ve done that, you’ll be asked to enter your ad text (150 characters). Then you can cancel the ad, save it as a draft, or launch it.
With Sponsored ads, you can go back in at any time to add or pause keywords (assuming you chose Manual targeting), as well as to change your CPC. You can’t, however, change your ad text, so be careful and get it right the first time. You can also pause the ad at any time if it isn’t performing the way you want it to.
You’ll once again be asked to select your book, and then you’ll be presented with the screen below. Here you’re given the chance to target your ad by product, or by interest (red arrow below).
If you choose to target your ad by product, you’ll be given a search bar (red arrow below) so you can search by keyword, product name, ASIN, or UPC for products you think will be most helpful in driving people to your ad. When you’ve finished that, you can cancel, save as draft, or submit your ad for review. Product ads are reviewed by Amazon before they can launch.
If you choose to target your ad by interests, you’ll be given a list of interests to click and choose (see screen below). Once you’ve finished that, you can cancel, save as draft, or submit your ad for review.
Luckily, Shawn Inmon will be here tomorrow to discuss various strategies for success with your AMS ads.