Tips for Amazon Ad Words and Other Marketing Advice
Up until this past weekend I’d never heard of Allyson Longueria, publisher of WMG Publishing, but as it turns out she’s a force to be reckoned with, and she has strong opinions on what authors and should and should not do when it comes to marketing.
At the annual RWA Rose City Romance Writers Spring Fling Allyson presented her BEST tips over three hours. It’s been a couple years since I’ve actively marketed my books, so the refresh was great, but the Amazon Ad words advice caught my interest.
Here are my top takeaways from Allyson’s class:
Series always sell better than stand alones, so think about using multiple starting points within your series. If your series has been around for a while consider marketing “anniversary” editions as on-ramps for new readers.
Amazon Ads: YOUR BOOK COVERS need be as chaste as possible – no skin showing or your book will be bounced! “Active Covers” sink in the algorithms, too – classic embrace, dangling bra strap, etc. MORE on Amazon Ad Words later.
As an extreme example– If this was your book cover, it might never see the light of day over at Amazon.
Amazon: Quotes and reviews placed after the blurb, not within the book description. Again, it’s all about the algorithms (until the algorithms change, again).
BundleRabbit is the latest greatest resource for authors who want to curate anthologies and “series starter” bundles with other writers.
Yasiv is another great site you should check out!
Reminder: Your eBooks are a long-tail investment. Don’t spend hundreds on a great cover and skimp on the formatting. The entire package needs to be professional.
Back to Amazon Ads:
We used the Product Display Ad in class.
A daily budget of $10 is standard with click buys between 25-50 cents.
ALWAYS choose manual targeting—auto is too generic.
Add your own key words—things got interesting here! A few dozen keywords? Forget it. To move the needle you need somewhere between 400-600 key words. One attendee said anything less than 700 was useless.
What to add in your 700?
Along with all the usual suspects like “romantic heroes”, “Godesses”, “Witches”, etc. your net should also include:
Authors similar to you, and popular misspellings of their names
Misspellings of your author name
Misspellings of pretty much everything commonly misspelled, as long THE KEY WORD IS RELEVANT TO YOUR BOOK.
Sneaking in non-relevant words is a no-no that will sink your ad in the algorithms.
Finally, real Amazon Ad Word numbers from an editor who does this every day: Allyson shared her data. For around $4.00 she accessed 78,000 views and that equaled 30 clicks.
So far, on all of her campaigns, her authors have earned back the money spent in promotion. When it comes to discoverability, Amazon Ad Words is a new tool that most authors should be considering.
Do you have any additional tips on using Amazon Ad Words? Please share in the comments.