hi I’m Dave chessen of kle preneur and
in this video I’m going to show you how
to set up Amazon book ads now this is an
incredible skill for authors of any kind
and any level if you learn how to create
and maintain effective Amazon book ads
you will have direct control on always
being able to send Amazon Shoppers to
see your book and buy it no more wishing
and hoping that if only people could
find and see your book because you’ll
have the direct ability to send hungry
Amazon Shoppers to see your book find it
and buy it so in order to get you
started I’ve created this video that
will not only show you the different
type of Amazon ads that you can choose
from but also how to set up an account
and get your first campaign up and
running however before I get into that
if you would like to dig deeper into
Amazon ads and get to full understanding
of it be sure to check out my absolutely
full free video course you can find that
at amsc course.com in it I will not only
teach you about the ads in the system
itself I’ll show you the key tactics to
help you find the right keywords and
things to Target as well as how to best
Monitor and adjust them over time so you
see even better profit plus I also
partnered with an Amazon Insider Janet
Margo and for those of you who don’t
know she used to work for Amazon
building the Amazon ad system so she has
some really key Insight that is
important for authors to know and again
it’s an absolutely free full video
course there’s no gotcha moment at the
end where I have some page course where
you know you got to pay to see the real
stuff it’s everything there is to the
Amazon ad system and it’s 100% free and
again be sure to check that out at amsc
course.com and with that let’s go ahead
and begin okay so as you can see there
are many different types of
advertisements you can do however for
the purposes of this video we’re going
to focus on setting up sponsored product
ads with keyword targeting and product
targeting this is because these are two
of the most effective in the system and
others like sponsored brand ads are more
advanced and can be complicated to make
work first go into your KDP account find
the book that you want to set up for an
Amazon ads campaign and click on promote
and advertise once you’ve done that
you’ll want to look at the Run ad
campaign section and select the
marketplace you want to advertise in in
this case the us then click create an
add campaign if this is your first time
doing so Amazon will at some point ask
you for information for your ads account
including information on how you will
pay for the ads since Leonard already
did that it won’t ask us for this after
you’ve done that to start we’ll select a
sponsored product ad next we need to
select whether we want to add custom
text to our ad or not now be careful
here adding custom text is something you
should only do once you have a few ads
up and running and are looking to make
more sales using custom text write can
help add more to your book and later on
in this course I’ll show you how to
write custom text that sells but if you
are just starting out on ads you’ll want
to avoid this for now next is if you
want to add any more books or versions
of your book to the ad campaign I
usually leave this alone since I already
chose the book I was going to advertise
we’ll then want to select manual
targeting in manual targeting we get to
select our keywords whereas with
automatic targeting Amazon selects them
for you based on information about your
book known as metadata I highly
recommend you do manual when starting
out because the automat targeting is
very problematic and usually Amazon
selects terms that are very competitive
which means more costly next is
targeting with this we have two options
and you can only do one per campaign
there is Target by keywords or Target by
a product let’s start with keyword
targeting this means that you want to
tell Amazon which keyword phrases you
want your ad to show up for these are
the terms that people would type into
Amazon when they are searching for their
next book you have three ways to select
your keywords suggested enter list and
upload file suggested is a list of
keywords that Amazon thinks are
associated with your book they have
pulled these based on your book’s
metadata which is from things like your
title subtitle seven selected keywords
inside the book and other factors
however you’ll notice these aren’t
always a great fit for this book enter
list is where you can manually enter
keywords phrases and add them this is
usually the best option for us and will
be the best way to select your keywords
don’t worry later in in the course I’ll
show you exactly how to find the right
phrases and keywords for the section
upload file is where you can upload an
Excel file of keywords however you have
to use Amazon’s templated CSV in order
to do this so if you have an export or
an Excel file full of keywords but
didn’t use Amazon template it won’t work
and using Amazon’s templated file is
problematic and timec consuming so I’m
not a fan of using this below these
three sections you’ll find three parts
bid f filter by and sort by with bid you
can select whether you want any keyword
you add to just use the suggested bid
which is what Amazon thinks you should
bid in order to get seen for it or
custom bid which is a bid you choose for
that selection or default which is just
a set number you can enter next is the
section called filter by which lists
broad phrase and exact what this means
is that you are letting Amazon know how
liberal they can be with the keyword
phrases you selected I’ll explain broad
means they can show your ad for any
phrase that contains the keywords in any
order and includes plurals variations
synonyms and related keywords so say
your selected keyword phrase is fantasy
with Coming of Age hero as an example
using broad means that Amazon can also
show your ad for phrases like hero
Coming of Age fantasy hero fantasy with
hero heroes in fantasy and more phrase
means they can show your ad for any
phrase that contains the exact phrase or
sequence of keywords including plurals
using the same example this would show
for examples like fantasy hero Coming of
Age hero and fantasy with coming of age
but no rearranging any of the words that
were in that original phrase and finally
exact means only this exact phrase as it
is so in this case it could only show
fantasy Coming of Age hero and nothing
else The Only Exception here is it will
show plurals I personally like to make
all of my keywords broad phrases so as
to give Amazon the best chance to show
my book because remember you don’t pay
Amazon until a shopper clicks on it and
Shoppers only click on your book if it
is something they are interested in
therefore it doesn’t hurt to give Amazon
more opportunity to show your book so I
select broad match for my keywords now
the sort by section has two options
sorting by click shows you which of the
suggested keywords historically have the
most clicks while sorting by orders
shows you which ones have historically
made the most orders this can be useful
if you are searching for which keywords
might get the most traffic on Amazon as
a whole but there tends to be a lot of
junk in the results so I wouldn’t put
too much stock into these okay so as you
can see you can not only select keywords
from suggested but also go in and add
some manually as well before clicking to
add ensure you’ve selected whether you
want broad phrase exact and what bid
type then once you click add the
necessary information will show up okay
next is the negative keyword targeting
this is a section where you can tell
Amazon to absolutely not Target any
keyword that contains any specific words
or phrases so for this I leave both
exact and phrase checked and will only
list words where they would have a
negative effect on my book for me there
are only two cases where I enter
something in here the first is to
counteract Shoppers looking for deals or
free things so I enter in words like
free free books and free ebooks I
believe this is important because if
people are typing into Amazon free
anything and Amazon shows my book they
may click on it costing me money but are
going to be harder to convince to buy
something because they started their
search looking for freebies therefore
it’s best to ensure your ad doesn’t show
up in front of these Shoppers the second
is any phrase that might mislead or
confuse a shopper what I mean is if
there is a topic I absolutely don’t want
to be associated with and want to ensure
I don’t show up for or confuse my
Shoppers say I wrote a very one-sided
political book that followed a
Democratic leader I wouldn’t want that
book to show up for searches made by
pro- Republican Shoppers that could cost
me money and cause me to get bad reviews
no thank you another example would be if
I wrote wholesome Christian romance I
wouldn’t want my book showing up for
erotica or hot and steamy again again
the cover might not show erotica or
steamy but to The Shopper they typed
something in and they saw your book they
might still click and be disappointed
now don’t go overboard on this and start
listing lots of terms that might be
different or potentially confusing for
now only use phrases here when you
strongly believe it would confuse your
Shoppers or be something you vehemently
don’t want to be a part of later on
we’ll learn how you can expand on these
negative keywords to make your ads more
effective for me I’ve only filled in the
free terms since I don’t write in
anything that needs strong clarification
or I’d vehemently be opposed to show up
for so I’ll just write my usual free
free book free ebook Okay so now that
we’ve looked at keyword targeting let’s
go back and look at product targeting
unlike keyword targeting where we input
what words or phrases we want to show up
for in product targeting we ask Amazon
to generally show us around for certain
categories or specific products and
books here we have the option to either
select categories or individual products
let’s start with categories now usually
Amazon will show a couple of suggested
categories that they believe fit your
book there are two very important things
you should know about their categories
though number one the suggested
categories listed here are not
specifically the categories that you
selected for your book or are attached
to your book they are ones that Amazon
believes would fit your book based on
the list of categories they use for this
type of AD which brings me to my next
Point number two the categories they use
here are not the full list of
140000 plus book and ebook categories
Amazon has instead this is a very
limited list of book and product
categories that Amazon for some reason
has designated as the ones they’d use
for this type of AD so you have the
recommended ones or you can search for
some here while this might seem nice
it’s been my observation and many other
authors observation that targeting
through categories is very fruitless and
has a poor return so if you are running
category ads just know that the risk may
not be worth the return though you can
learn from these ads what type of
readers are attracted to your book
however I wouldn’t say the same for
targeting individual products in this
case you can tell Amazon specifically
what books or products you want to show
up for by finding them or typing in
their Asin number in a later video I’ll
explain how and why this can be an
excellent type of campaign but for now
keep in mind that when we refer to
product targeting in this course we will
be using their Asin number to identify
specific books now we are at the bid
section and just like keyword targeting
you get a suggested custom and default
bid we’ll follow the same path as for
keyword targeting and make a default bid
here of
65 okay so you can either do a keyword
targeting or product targeting depending
on which one you do you can now move on
to the creative section which is where
you can add your custom text what’s neat
about this is that in this section here
you can see what it will look like after
we have decided if we want to add custom
text the next section is the campaign
bidding strategy I’ll cover bids and
bidding strategy in the next section but
as for the purpose of this you have
three options Dynamic bids up and down
which allows Amazon to change the bid up
or down however they think will help
your ads best and fix bids where you
give a bid amount and it stays that way
Dynamic bids down which allows Amazon to
lower your bid Whenever there is the
opport oity to and still allow your ads
to show fix bids which means Amazon will
not change the bid amount you set which
one you choose is dependent on how
comfortable you feel when I first
started off making my first set of
campaigns for my book and this was
offered I chose Dynamic bids down that
way I always knew that I’d never pay
more than what I had set as a bid
however Amazon can actually limit your
impressions if you do this so if you
want to stay safe it’s better to just
choose fixed bids that way you let your
ads get high Impressions and are also
protected against overspending but now
that I’m experienced and know that my
books do well on Amazon I prefer to
start my first set of bids as Dynamic
bids up and down letting Amazon make
decisions on how best to position my
books and make more ad sales then scroll
down and give your campaign a name I
personally like to call my campaign the
name of the book using an abbreviation
an abbreviation of what type of campaign
I am doing such as SPO for sponsored
product ad or LSA for lock screen ad
also I’ll add something that identifies
what I am specifically doing for this ad
like targeting something think of that
as a campaign descriptor and finally
I’ll add the date later on when you are
advertising many books or testing
different things this naming structure
will help you to quickly see which
campaign is which thus making managing
your ads much easier next you can set
the date personally I like to leave mine
with a no end
unless I am setting up this campaign for
a specific promotion week or to coincide
with something special but otherwise
it’s best to leave it at no end date
next you’ll need to give yourself a
daily budget this is the max amount of
money you are willing to spend per day
in this campaign if at any time you need
to leave and can’t finish then just
click save as draft once you’re good to
go with your campaign click launch
campaign and that’s it you’ll receive an
email from Amazon letting you know that
you submitted a campaign and that it is
currently under review by their
moderators this takes between 1 to 3
days and once approved you’ll be live
okay so in this video you learned how to
set up a sponsor product ad that
targeted keywords and also product
targeting and if you’d like to learn
more and get more serious with Amazon
ads then absolutely check out my full
free video Amazon book ads course in
that course Janet Margo and myself we go
into detail into the right target
strategy and some of the things that you
can do to improve your conversion rate
as well as decrease your cost and thus
increase your profitability plus we take
a look at all of the brand new Amazon ad
systems and some of the bidding systems
and show you exactly how you can utilize
those to maximum effect there is no
gotcha moment and there’s no paid course
after that or anything this is
everything that we know that we put
together for you and you can find that
at amsc course.com so be sure to check
that out all right with that I’m Dave of
kleur signing off cheers