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This video goes over two approaches to using ads for a launch. The first is running ads to the new book itself. The second is running ads to Book 1.

You can watch it at 1.5x – 2x speed.

Approach 1 (this is what I’m writing out during 8:30 – 21:40 when the screen share isn’t displaying the right window)

Here’s the general campaign structure for launching a brand new Book 1 / standalone / new book in an existing series where you’re trying to directly advertise the newest book (e.g., Book 4 or Book 9 or whatever). These ads are on the new book. Get them up during the pre-order, preferably at least one month in advance (so you have time to sort through the data / adjust bids etc.):

Up to $100/day
auto or kindle category ad – put all relevant categories (optional)
broad match author name keyword ad (10 – 30 keywords) (can have multiple of these)
ASINs (optional) (can have multiple of these)

$100+/day
auto
kindle category – put all the relevant categories
broad match author name keyword ad (10 – 30 keywords) (can have multiple of these)
ASINs (optional)

category ad – put all the relevant categories (if spending $500+/day)

Focus the money where it’s spending the most and / or performing best. Performance as measured by the sales / page reads on the actual ads dashboard is often less of a focus the more you scale up, as you’re generally trying to “buy” visibility with the ads that will translate to algorithmic help. So you’re trying to buy enough sales / borrows to get that organic halo to kick in. These organic sales won’t be shown on the ads dashboard, even though they’re technically a direct result of the ads.

When trying to spend a certain amount, it’s unpredictable what type of ad will start spending the most for a given book. For Book A, the auto ads might really start rolling but the kindle category ads might remain stagnant, even if they have the same bids. For Book B, it could be the inverse. During the launch you don’t have a ton of time to sort things out and troubleshoot, hence why you test multiple options from the jump.

Approach 2 (running ads to Book 1 for the launch of a new book in the same series to drive visibility / new readers – in this case, the launch of Book 4)

Starts at 27:30.

If you have existing ads running for Book 1 then these provide an excellent foundation for the launch. You can either combine this with Approach 1 (if you want to run ads to the newest book in the series as well and the series can be read in any order) or just use it as a backbone for the launch.

The idea is you go in a couple weeks before the launch, restructure the campaigns (if things have gotten messy) and analyze / refine the existing ads. You can also add in new keywords / ASINs / ad types that you want to test (not shown) to get those spending money / building ad history / get data prior to the launch.

What I demonstrate in the video is just standard Amazon Ads management, so you can use it for backlist as well. I analyze + refine a single campaign for the sake of time, but you’d go through the rest of the campaigns as well. The core idea behind Amazon Ads is that certain targets perform better for certain books. That means you can bid higher than fellow authors for these targets. Conversely, there are certain targets which your book won’t be competitive for. You want to focus more of your spend on your best performers and eliminate your poor performers. You can figure out what’s performing well / badly by calculating revenue per click (RPC).

This pre-launch ads refinement has two goals: one, making the ads more efficient before the launch, so you’re spending more on your best targets and less on bad performers. This will get you more sales / reads for a similar level of ad spend.

Two, if you want to scale the budget for the launch, you can increase bids + test new keywords / ASINs / ad types. The launch generates a tremendous amount of visibility, and the Amazon Ads in general are more receptive to spending the more visible a book becomes. This allows you to scale the spend during the launch and then often maintain that elevated level of spend post-launch. So the launch is an opportunity to scale up “permanently” (nothing is ever permanent in ads-land, but the ads can continue spending more for months thereafter).

I mentioned at the end that I probably wasn’t going to share the data spreadsheet, but I changed my mind. I did the revenue per click analysis for another campaign here, so you can look at the formulas and also just see another example of the analysis.

Amazon Ads Revenue Per Click (RPC) Keyword Analysis

In the video and data below, I look at only the last month (March) of data; normally I would like at more data when doing the RPC analysis (year to date or lifetime). I just wanted to see how the ads were doing over the last month here.