My Amazon Ads Then and Now
Today, I'm going to show you the differences between how I used to run Amazon Ads and how I run Amazon Ads now.
In this world of information overload we live in, it can be difficult to know what to do with your Amazon Ads because there are so many different strategies and opinions out there.
I'm going to show you my approach, but that doesn't mean it's the only way to successfully run Amazon Ads for your books.
This is what has worked for me and the hundreds of other authors I've worked with, either in my Amazon Ads courses, that I've coached or consulted with one-on-one, in The Morning ACOS newsletter, or in the accounts I've managed for authors.
By comparing how I used to run Amazon Ads, how I run them today, and from the results I now generate, the differences are night and day.
Ultimately, the underlying core of my Amazon Ads strategy today is...
Focusing on the 20% of actions that are driving 80% of the results (The 80/20 Rule)
There will be zero hacks or tricks; just good old fashioned tactics that have proven to work again and again. And maybe, just maybe, you'll identify with some of the things I was doing back then, that you're doing now, and you can course correct if necessary.
Let's dive in...
My Amazon Ads back then
When I first started running Amazon Ads for my wife's books, there's no other way to put this really, I was dabbling. I was throwing spaghetti at the wall and hoping something I was doing might stick.
In short, here's what my strategy (if you can call it that) looked like:
- 100's of keywords or ASINs (or maxing out to 1,000) in a single campaign
- The same bid on every keyword or ASIN
- Mixing Category and ASIN targeting in the same campaign
- Advertising every single book equally
- Using Broad, Phrase and Exact Match keywords in the same campaign
- Using keywords that were only tenuously related to the advertised book
- No bid optimization whatsoever
- No placement optimization
- Negative targeting was something I did infrequently
- I had no thresholds on when to negate or turn off a keyword/ASIN
- I wasn't tracking anything
- My account structure was, well, non-existent (it was a mess)
- I didn't use a consistent naming convention
- Spending far too long in the Amazon Ads dashboard
- Tinkering with the campaigns every single day
Trust me, it's a long list! The complete opposite of everything I do now.
Now, I'm not saying that anything was "wrong"; we all have to start somewhere, right? Over time though, I've just learnt how to get better results, reduce wasted ad spend and do it all in a quicker, more efficient manner.
Let's flip the switch then and look at how I do things differently these days...
My Amazon Ads today
Nowadays, I continue to run Amazon Ads for my wife's books, but also, my own book (which is pretty meta, as it's a book on Amazon Ads) and the books of other authors.
Therefore, I've spend a lot more money on Amazon Ads and seen a whole variety of different data and results. I've also had the opportunity and privilege to see how other authors run their Amazon Ads, which has been eye-opening.
Here's how I do things today:
- I use micro-targeting (10-15 keywords or ASINs per campaign - maximum of 30)
- Keywords and ASINs have their own bid according to their competitiveness
- Every targeting type has its own campaign
- For books in a series, I focus on Book 1 of the best performing series'
- For standalone books, I focus only on the best performers
- I NEVER mix keyword match types, because they have very different uses
- Every keyword I target is highly relevant to the advertised book
- I optimize bids every single week
- I review and optimize placement adjustments every week
- Negative targeting is something I do once a week
- I have very clear thresholds on when I negate or turn off a keyword or ASIN
- I track everything monthly (including total orders, page reads and royalties)
- I have a very clear account structure that uses the Amazon Ads Funnel
- I have consistent naming conventions for every account, campaign and ad group
- I spend between 30mins and 2 hours per week in any one account (depending on budget)
- I check accounts daily and have one optimization session per week
As you can see, it's a long list, but this is what works for me and the accounts I manage. Your list of then and now could look very different. If it's working, great. If it's not working, perhaps it's time to change things up a bit.
Hopefully, that has given you some insight into my journey with Amazon Ads, how I've adapted, and improved, and proves that anyone, including you, can get better at something if they stay consistent and commit to it.
To Your Success
Whenever you're ready, there are 3 ways I can help you:
1. Sell 100's of books every month with Amazon Ads, in under 60 minutes per week here.
2. Follow my step-by-step blueprint for finally mastering Amazon Ads here.
3. To receive short, daily tips, tricks and ideas, follow me on Twitter, where I post a few Amazon Ads insights each day.
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