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How Many Clicks?

Aug 29, 2022

Hey,

Happy Monday and welcome to a brand new week!

As I've mentioned before, when selling books, we are working with particularly tight margins, which is why we don't want to overspend on our Amazon Ads, wishing a specific keyword or ASIN will eventually convert for us.

You need some thresholds in place to not only protect your cash, but also, your commitment to Amazon Ads and sticking with them for the long-term.

If you keep wishing certain keywords or ASINs to convert for you and they just aren't, you are soon going to lose faith in Amazon Ads altogether, which would be a real shame, because when you do commit to them and go all-in on what actually works (not what you think should work), that's when things can really take off for you.

So, what thresholds am I talking about here?

As I'm sure you know by now, Amazon Ads work on a PPC (Pay-Per-Click) model, meaning you only pay Amazon when someone actually clicks on your Ads.

This is different to other platforms, such as Facebook Ads or BookBub Ads, where they charge you using a CPM (Cost Per Mille) model, in which you are paying per 1,000 impressions, or fraction of.

The PPC model with Amazon Ads means you can generate a bucket load of brand awareness for free by having your Ads seen by vast quantities of readers, and until they click, you don't pay a penny.

With this in mind then, we need some sort of threshold on clicks before we decide to do 1 of 3 things:

- Turn the ASIN/Keyword off
- Negate the ASIN/Keyword
- Reduce the bid of the ASIN/Keyword

Those are our 3 options when a particular ASIN or Keyword we're targeting hits our threshold.

But what should the threshold actually be?

With the average conversion rate on Amazon Ads being in the region of 10%-15% (meaning 1 sale/borrow every 10-15 clicks), I like to use a threshold of 10-15 clicks. Clearly, some keywords and ASINs will convert a lot higher than this and others a lot lower.

10-15 though is a good benchmark for most authors for the majority of targeting options.

Once a particular keyword has generated 10-15 clicks, but 0 sales or page reads, that's when I make the decision from one of the 3 options I listed above (and also below):

- Turn the ASIN/Keyword off
- Negate the ASIN/Keyword

- Reduce the bid of the ASIN/Keyword

Which option you choose depends on a variety of different factors and the relevancy of that keyword or ASIN to your advertised book. It isn't something I can give you a definitive answer to an email, as it's going to be a very specific solution to your specific book.

Now, if you have a long series or you are prepared to wait for more clicks on a specific keyword or ASIN before culling it, negating it or reducing the bid, then that's your call.

Just keep in mind that the data doesn't lie. And my personal recommendation would be to not let a particular keyword or ASIN go past 20-25 clicks before taking action on it, if it hasn't generated a single sale or page read after that many clicks.

So, choose your threshold based on your finances, goals, number of books in your series or catalog, etc and stick with it.

If you're not sure where to pitch your threshold, I would suggest starting at the 10-15 click mark and adjust accordingly from there, if needs be.

To Your Success
- Matt

Whenever you're ready to conquer advertising for your books, there are 4 ways I can help:

1. Jumpstart Amazon Ads → Discover the exact system I use to sell 100's of books every month with Amazon Ads, in just 60-90 minutes per week.

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