Marketing Your Book With Amazon Ads

Marketing Your Book With Amazon Ads

Amazon’s advertising business is booming during the pandemic. It’s growing faster than its retail, cloud computing, and Prime subscription divisions—and chipping away at Google’s dominant position. – Financial Times

“Enormous power consolidated around a small number of major online platforms such as Facebook, Amazon, and Google will jeopardize future independence for authors. These dominant platforms wield their supreme power to stand between you and your audience. We’ve traded one group of authoritarian overlords for another. These platforms are the new gatekeepers for indie authors. And access comes at a cost: advertising. – Mark Coker, CEO and founder at Smashwords

I was an early advocate of advertising books with Amazon ads. In my experience, the most effective and economical marketing solution for making a book known is with Amazon ads. When I ran LPC, Amazon ads served as our core marketing strategy. Our goal was to receive $1 in revenue for every 30 cents invested. Many times we could invest as little as fifteen cents to earn $1. Those days are gone. Now many Amazon ads only break even (invest $1, receive back $1). Still, if your goal is to make your book known and you do not mind losing some money in the process, Amazon ads remain a good option.

Based on my experience Google, Facebook, Twitter, and Instagram are poor ad dollar investments. This makes sense when you think about. These platforms appeal to a large audience. With Amazon ads you target readers of print and Kindle ebooks and from within that market, you aim for niche category readers.

Bookbub is another advertising option, though again I have found Bookbub ads to be less effective than Amazon. Bookbub also lacks the granular diversity necessary to tailor your book’s add to a specific set of readers. For example, YA and middle grade are two segments, but there is no genre distinctions beyond age. An ad for a YA coming-of-age novel will appear along side YA mystery and romance novels.

All the things that worked in the past to drive sales:
  • Amazon Ads
  • Bookbub ads
  • KDP free days
  • KDP countdown days
  • Email newsletter promotions
  • Free audiobook codes
  • Publisher Rocket ebook and print keywords research
  • Facebook launch
  • Rafflcopter
  • Ask David tweets
  • Twitter, Facebook, Instagram, Parlor tweets
  • BookFunnel for reviews

no longer return the results author’s enjoyed in years past. This is not surprising. With social media and the Internet, that new thing that worked for you on Friday is shared over the weekend with friends and by Monday all the world is adopting your strategy.

I would love to hear your thoughts on what works and does not.

Advent – Counting Down to Christ One Ornament at a Time – The Helmet of Hope

Day 16

Advent – Counting Down to Christ One Ornament at a Time – The Helmet of Hope

“Put on the hope of salvation as a helmet.” – 1 Thessalonians 5:8. The Apostle Paul did not have the Panthers in mind when he wrote to the church in Thessalonica, but his words of encouragement apply. Helmets protect our skulls. Skulls protect brains. Brains sometimes think too much and hope too little. Let’s hope 2021 brings peace, joy, and changed hearts.

Advent – Counting Down to Christ One Ornament at a Time – Be Brave!

Day 15

You have to be brave to be a Braves fan. Oh sure, there was that decade in the 90s when they dominated the National League. But like Cinderella’s Ball, Atlanta’s magic ended when the clock struck 2001. COVID almost delivered, but it’s the Braves we’re talking about. Stockings filled with coal hang over the fireplace of Braves fans and we’re good with that.

Advent – Counting Down to Christ One Ornament at a Time – Roar of the Crowd

Day 13

When the Panthers came to Charlotte they bumped my beloved Redskins from local televised games. My family roars for the Panthers. I still root for “The Football Team.” With COVID the canned roar of the crowd sounds hollow. Still we check the scores. Do our teams stand a chance this year?