#092: The Most Overlooked Amazon Ads Metric

Read Time: 1.5 Minutes

Most authors running Amazon Ads focus solely on Spend, Orders and KENP Read in their dashboard. (I used to do the same).

And whilst these are important metrics to pay attention to, there's a little metric sitting there in plain sight that is very often overlooked.

That metrics is Click-Through Rate (CTR).

There's one Ad I'm looking at right now in our Amazon Ads dashboard that has a CTR of 0.10%.

This means that for every 1,000 times Amazon shows our Ad, we get 1 click.

We have another Ad that has a CTR of 2.7%, which results in 27 clicks for every 1,000 times Amazon shows our Ad.

I think you'll agree that the 2.7% CTR is much more appealing.

And the best part...

The Ad with the 2.7% CTR is cheaper per click (and per sale) than the Ad with the 0.10% CTR.

Why Does CTR Matter So Much?

In a nutshell, Amazon's algorithm rewards Ads that people actually want to click on.

A higher CTR signals to Amazon that your keyword is relevant to what the customer is searching for.

In return, Amazon often rewards you with lower costs per click and better Ad placement (i.e. more visibility).

What Impacts CTR?

There are a number of factors that affect your CTR and in turn, affect how much you pay for clicks, how many sales you make and how profitable your Amazon Ads are.

The most important things to pay attention to are:

→ Book Cover (this is the only creative part of your Amazon Ads)

→ Subtitle (does it mention the genre/sub-genre?)

→ Reviews/Ratings

→ Price

If I were to pick one of the above to focus on it would be your book cover, because this is what will grab attention first.

Catch a readers eye with your book cover, then they'll pay attention to the title, subtitle, reviews/ratings and price, and from there, they'll make a decision to click (or not).

Wrapping Up

CTR is just one piece of a much bigger puzzle. There's a whole system and strategy behind driving high CTR Amazon Ads for fiction books that actually drive sales.

And I've spent the past 6 months testing, experimenting and perfecting it.

So, if you're tired of not being able to figure out Amazon Ads or throwing money down the drain...

On March 14th, I'll be opening up enrollment to Amazon Ads Mastery For Authors.

Inside, I'll show you how to create Amazon Ads that drive consistent sales every single day.

Join the wait list here and I'll keep you updated with my own learnings and insights each week between now and March 14th. You'll also receive an invitation for early access to the course.

That's it for this week.

Thank you so much for reading, enjoy the rest of your weekend and see you next Saturday.

To Your Success
– Matt