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Micro Targeting

Aug 21, 2022

Hey,

Better late than never! Today's email is more than 12 hours late as my parents and Grandma came to visit us, so we've had a lovely day outside in the garden.

The boys are now asleep and as we wind down for the evening, I thought I'd take 20 minutes to write this email to you.

And today's topic is all about micro-targeting...

What do I mean by micro-targeting? Essentially, only targeting a very small number of targets in any one campaign.

If you've ever run campaigns targeting hundreds of keywords, ASINs or categories, you'll have witnessed Pareto's Principle first hand.

20% of your targets will be generating 80% of your sales and/or page reads.

I know I bang on about this a lot, but trust me, you'll see the best results from Amazon Ads when you are focusing your budget on the minority that are generating the majority.

Getting practical then... here's what I recommend when you're micro-targeting:

- Keywords: 10-15 per campaign (separate campaigns for each Match Type - Broad, Phrase and Exact)
- ASINs: 10-15 per campaign
- Categories: 1 per Ad Group (3 Ad Groups per campaign - more Ad Groups with bigger budgets)

The days of targeting 100's of keywords (or ASINs or categories) in a single campaign, are long gone.

Yes, these spaghetti on the wall campaigns can still work, to a degree, but your results will be disappointing, not only because there just isn't enough budget to be spread out across so many targets, but also because of relevance.

Relevance plays a bigger role in Amazon Ads than many advertisers think. So, keep every single target you test as relevant as you possibly can with micro-targeting.

To Your Success
- Matt

THE SATURDAY SELF-PUBLISHED AUTHOR NEWSLETTER

Get 1 actionable Facebook Ads tip to help you reach more readers and sell more books, every Saturday, straight to your inbox.

I'll also send you my Facebook Ads For Authors Masterclass (for FREE) as soon as you sign up.

This FREE three-day video course will show you how Facebook Ads actually work (it's not what you think), how to create and test Facebook Ads that drive book sales and I'll also reveal my unique Facebook Ads Strategy. Sign up for FREE below.