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How to Set Up Amazon Book Ads (The Right Way)
Hi, I’m Dave Chesson of Kindlepreneur, and in this post, I’m going to walk you through how to create your first Amazon book ad. Whether you’re a first-time author or a seasoned indie publisher, learning how to create and maintain effective Amazon ads is one of the best skills you can develop.
No more crossing your fingers and hoping your book gets discovered. With Amazon ads, you can drive targeted, ready-to-buy shoppers directly to your listing.
Let’s dive in!
Why Learn Amazon Ads?
If you can master Amazon ads:
- You’ll stop relying solely on organic discoverability
- You’ll have a tool to consistently send traffic to your book
- You can scale up what works and improve what doesn’t
In this guide, I’ll show you:
- The most effective types of Amazon book ads
- How to launch your first campaign
- Why ad targeting strategy matters
If you’re looking for a deep dive into the Amazon ad system, check out my comprehensive (and totally free) course at AMScourse.com. I co-created it with Janet Margo, a former Amazon insider who helped build Amazon’s own ad system.
Step 1: Types of Amazon Ads
There are several types of ads available, but in this tutorial, we’ll focus on:
- Sponsored Product Ads with Keyword Targeting
- Sponsored Product Ads with Product Targeting
These are the two most effective options, especially when you’re just starting out. Sponsored Brand Ads are more advanced and take more time to master.
Step 2: Set Up Your First Amazon Ad Campaign
Access the Ads Interface
- Log into your KDP account
- Find the book you want to advertise
- Click “Promote and Advertise”
- Choose your marketplace (e.g., United States)
- Select “Create an Ad Campaign”
If this is your first time, Amazon will ask for billing and account info before letting you proceed.
Step 3: Create a Sponsored Product Ad
- Choose Sponsored Product Ad
- You’ll be asked if you want to add custom ad text
Only use this once you’ve learned advanced ad strategies
If this is your first ad, skip it for now
- Select “Manual Targeting” rather than automatic
- Manual gives you full control
- Automatic usually targets broad, expensive keywords
Step 4: Keyword Targeting vs. Product Targeting
Keyword Targeting:
Choose specific keywords or phrases you want your ad to show up for—e.g., “sweet second chance romance” or “cozy mystery.”
You can select keywords using:
- Suggested: Amazon’s prepopulated list based on your book’s metadata
- Enter List: Manually add your own keywords (recommended)
- Upload File: Upload a .csv keyword file (using Amazon’s EC template only)
Keyword Match Types:
- Broad Match: Keywords can be in any order and include synonyms or variations
- Phrase Match: The phrase must appear exactly, but other words may appear around it
- Exact Match: Only shows when the exact phrase is typed in (plural forms allowed)
Pro Tip: Use “broad match” for most of your targeting. You’ll only be charged if someone actually clicks your book, so giving Amazon more opportunities to show your ad gives you better chances.
Step 5: Negative Keyword Targeting
This lets you tell Amazon which keywords NOT to target. Add keywords that:
- Target people looking for free books (e.g., “free ebook”)
- Could confuse shoppers (e.g., “erotica” if you write clean romance)
Only add words if they could genuinely hurt your ad performance or bring in the wrong audience.
Step 6: Product Targeting
Rather than keywords, this lets you target:
- Categories
- Specific ASINs (individual books/products)
Warning: Amazon’s category targeting options are limited and generally not very effective.
Recommended: Use ASIN product targeting to show your book on specific competitor listings. This is especially useful for niche targeting and genre alignment.
Step 7: Set Bid Options
These options tell Amazon how aggressively to bid for ad placement.
Bid Types:
- Dynamic Bids – Up and Down: Amazon adjusts bids based on the likelihood of a sale
- Dynamic Bids – Down Only: Amazon can lower bids but won’t raise them
- Fixed Bids: Bid stays the same—safe for beginners
I started with Fixed or Down Only when learning. Now that I’m more experienced and know which ads work, I prefer Up and Down to maximize exposure.
Step 8: Naming and Budgeting
Name Your Campaign
Use clear naming like:
BookAbbr_TypeOfAd_Descriptor_Date
For example: TGWCC_SPO_USA03_080222
(This makes tracking multiple campaigns easier later)
Set Your Daily Budget
- Choose the max amount you’re willing to spend daily
- Leave “End Date” blank unless running the ad for a specific event or promotion
- If you can’t finish setup right away, click “Save as Draft”
Step 9: Launch and Review
Once everything looks good:
- Click “Launch Campaign”
- You’ll get a confirmation email from Amazon
- Ads go through a moderation process—usually 1 to 3 days
- Once live, your ads begin showing to potential shoppers
Recap: What You Just Learned
- How to create Sponsored Product Ads for keyword and product targeting
- The difference between match types (broad, phrase, exact)
- Best bidding strategies for your comfort and goals
- Which parts of an ad campaign setup to skip (custom text for beginners)
- When and how to use negative keywords
- Why ASIN-based product targeting is more effective than category-based
Get the Full Amazon Ads Course (Free!)
Want to go deeper and boost your ad success?
Sign up for my FREE full-length Amazon Ads Course at https://davechesson.podia.com/amazon-advertisements-for-books-course
In this course, I’m joined by Janet Margo—one of the original Amazon Ads system creators. Together, we show you:
- How to pick better keywords
- How to optimize conversion rates
- How to decrease your ad spend and boost profits
- New Amazon ad features and bidding systems
No paywalls. No “gotcha” moments. Just all the content we know—100% free.