6th Army Tactical Assignments

Operation Overlord

To verify underperforming keywords every two weeks and keep your campaigns efficient, you’ll need to track specific metrics within Amazon Ads and use those data points to identify which keywords are not delivering results. Here’s how:

Steps to Verify Underperforming Keywords

  1. Monitor Key Performance Metrics: Regularly review the following data points in your Amazon Ads dashboard:
    • Impressions: How often your ads appear. Low impressions may indicate keywords are too narrow or not competitive enough.
    • Click-Through Rate (CTR): The ratio of clicks to impressions. A good CTR for Amazon ads is usually 0.5% or higher. Keywords with CTR below this threshold may not be resonating with your audience.
    • Cost Per Click (CPC): The cost of each click. Keywords with a high CPC but low conversion rates are draining your budget.
    • Conversion Rate: The percentage of clicks that lead to sales. Keywords with zero or low conversions despite high clicks are underperforming.
    • ACoS (Advertising Cost of Sales): ACoS is the ratio of ad spend to sales. A higher-than-target ACoS means the keyword is not profitable.
  1. Set Benchmarks for Success: Define what success looks like for your campaigns:
    • Impressions: At least 1,000 per keyword in two weeks.
    • CTR: 0.5% or higher.
    • Conversion Rate: At least 2% of clicks leading to sales.
    • ACoS: Should align with your profitability margin (e.g., under 30%).
  1. Analyze Keyword Performance: Use Amazon Ads’ reporting tools to download performance data and filter keywords based on these metrics:
    • Identify keywords with low impressions.
    • Spot keywords with high clicks but no conversions.
    • Remove or adjust bids on keywords with an ACoS that exceeds your target profitability.
  1. Test Adjustments:
    • Reduce bids for underperforming keywords to minimize waste, but don’t remove them outright if they are getting impressions or clicks.
    • Shift more budget to high-performing keywords to maximize results.
    • Introduce new keywords based on customer search terms in your reports.
  1. Run A/B Testing: Test keyword variations and long-tail keywords:
    • Swap out poorly performing keywords for new ones every two weeks based on customer search data.
    • Experiment with match types (exact, phrase, broad) to find the most efficient combination.
  1. Use Tools for Automation:
    • Use tools like Publisher Rocket, Helium 10, or Amazon’s Search Term Report to analyze and refine keyword performance automatically.
    • Identify new keyword opportunities from search terms that have led to conversions.
  1. Evaluate Over Time: Track changes in performance after adjustments:
    • Compare CTR, conversion rate, and ACoS before and after changes.
    • Look for trends to determine if new keywords or adjusted bids are improving overall efficiency.

Outcome:

By systematically reviewing and refining keywords every two weeks, you ensure that your campaigns remain optimized, reducing wasted spend and focusing on the keywords that drive impressions, clicks, and sales efficiently.

1. Create Videos Using Free Tools

  • Canva:
    • Canva’s free version allows you to create professional-looking videos with text overlays, animations, and royalty-free music.
    • Use templates to add book cover images, key themes, or fun facts.
    • Export the videos in MP4 format.
    • canva.com
  • CapCut:
    • CapCut is a free video editing app for smartphones and desktops.
    • Add transitions, text effects, and audio to make engaging videos.
    • Perfect for creating polished videos on the go.
    • Available for Android and iOS.
  • InShot:
    • Another free mobile app that lets you trim, edit, and enhance videos.
    • Add your own voiceover or background music to highlight book details.
    • Great for creating simple, clean videos quickly.
    • Available for Android and iOS.

2. Content Ideas for Videos

  • Highlight Key Themes:
    • Record yourself summarizing a core theme from one of your books.
    • Example: For Dead Man’s Hand: “Did you know this book was inspired by the Old West’s obsession with ghost stories? Find out how Nick Caden uncovers the truth!”
  • Fun Facts About the Books:
    • Use text and images to reveal little-known facts.
    • Example: “The idea for Skull Creek Stakeout came from real vampire legends in Transylvania County, North Carolina.”
  • Reader Challenges or Questions:
    • Pose questions like, “What would you do if you discovered a body drained of blood? Nick Caden has to solve this mystery in Skull Creek Stakeout! Read now!”
  • Behind-the-Scenes Insights:
    • Share a quick clip about what inspired a particular scene or character.
    • Example: “The zombie in Dead Low Tide? Inspired by a story I heard about shipwrecks and mysterious disappearances!”

3. Share Videos on Free Platforms

  • Instagram Reels:
    • Post the videos as Reels to reach a broad audience. Use hashtags like #ChristianFiction #YAReads #Bookstagram.
    • Encourage followers to share or comment.
  • TikTok:
    • Use TikTok to showcase book-related themes with trending audio.
    • Tag your videos with niche-specific hashtags like #ChristianBooks #YAAdventure.
  • YouTube Shorts:
    • Create short, engaging videos on YouTube to reach a wider audience.
    • Add engaging titles like “Unravel the Mystery with Nick Caden!”
  • Facebook Stories:
    • Share your videos on Facebook Stories or posts. Join Christian fiction and YA mystery groups and share your content there.
  • Twitter/X:
    • Post videos directly on Twitter, where short, snappy content performs well.
    • Pair the videos with engaging tweets.
  • Pinterest Idea Pins:
    • Use Pinterest to create visual Idea Pins (short video posts).
    • Perfect for driving traffic to your website or book links.

4. Leverage Your Smartphone

You don’t need fancy equipment to create videos. Use your smartphone to:

  • Record a quick clip of yourself talking about your book.
  • Film book covers or props that relate to your story.
  • Edit directly in free apps like CapCut or InShot.

5. Free Audio and Music Options

  • YouTube Audio Library: Royalty-free music to use in videos.
  • FreeSound: A community-driven platform with free sound effects.
  • Canva’s Free Music Library: Add music to videos with Canva.

6. Maximize Reach

  • Engage Viewers: End your video with a call to action, like “Get your copy today!” or “Follow me for more mysteries.”
  • Use Hashtags: Research and include relevant hashtags for discoverability.
  • Tag Others: If your book has ties to a specific genre or group, tag influencers or relevant accounts.

By combining free tools and platforms, you can create and distribute professional-quality short-form videos that engage readers and drive interest in your books.

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