Original subtitles

Now let's move over to a type of promotion that you're going to be using

long term and that is Amazon sponsored ads.

These are keyword ads that are similar to old school Google and I say old school

Google because Google has a lot of features today if you use pay per click

advertising in this in Google search that Amazon simply doesn't have.

So this is like Google system years ago.

Now, if you're going to do sponsored ads,

and I recommend that you do, because you can drive a lot of leads and a lot of

sales by targeting specific keyword terms, targeting specific authors,

targeting competitive books.

I recommend that you pick up a copy of

the publisher rocket to come up with a large list of long tail keyword phrases,

because when you're advertising on Amazon, you're going to want to have at

least 200 keyword phrases.

Even better would be more like 500 or

even a thousand keyword phrases across several different campaigns for your

book. Because you want to advertise on exact

phrase match, exact match.

You want to advertise on phrase match.

You might even do some broad match and modify them down over time.

But you want to go after a lot of different keyword phrases.

You want to go after competitive books as well.

You know Amazon tracks your sales for you inside the system.

Since everything's inside the same network, that means that after you have

your campaign up and running, you're able to log in and look and see the exact

keyword phrases and whether they're broad match or phrase match or exact match, and

what they're generating in sales for you.

So you want to narrow down.

You're going to start with a bunch of keyword phrases, and then you're going to

narrow down the list to only that which converts for you.

And I like to have the goal of break even.

If you can break even on your Kindle and physical book sales, that's a major win

because I know that if you have a good content upgrade, you're going to be

generating buyer's leads to your list, you're going to be selling back end

products and services.

So break even on Amazon is a win.

And you can often turn a profit with Amazon sponsored ads by cutting off the

poor performance. That means in the beginning you're going

to have this long list of keyword phrases.

Some of those keyword phrases are not going to work for you.

They're not going to be profitable.

So your initial ad campaign is probably

not going to be profitable because there's keyword phrases in there that

lose money overtime.

You will turn off the keywords that

aren't making sales.

As you do that, your campaign is going to

become more and more profitable.

Maybe it'll go back and come up with some

more keyword phrases to go after, but you're going to become more profitable

over time. Now, as you set up your ad campaign, one

of the biggest things I want to recommend is that you use manual targeting.

You have a choice between manual or automatic targeting.

Automatic means that Amazon finds you the more expensive higher traffic keywords to

target because it's an auction format, just like Google is.

And they're you're bidding against other advertisers.

So if you do automatic you're going to let Amazon spend your money for you.

They want to sell your book, but even more they want to make money from you

while they sell their book, while they sell your book.

So I recommend the manual target and then going after hundreds of keyword phrases.

So how are we going to come up with these 200 plus keyword phrases?

First, you'll do the same thing that we did earlier, which is doing the Amazon

Auto suggest keywords.

Type in the Amazon search box, type in

different phrases, come up with different phrases.

Amazon suggests that people are using to buy books.

That's how you'll get started.

Do exactly what I showed earlier, where

you do the a to z method so you have something like weight loss.

You type A and see what's suggested.

You type weight loss B and see what they

suggest. Come up with all kinds of keyword phrases

like that.

Then choose one of your keyword phrases

that is very important to you.

It's one of the ones you really want to

go after. Look at the titles of the top 20 books

under that keyword.

So when you search that keyword phrases,

what are the titles of the top 20 books? You can go after those titles because you

want to show up when people are searching for those books and when people are on

the pages for those books.

Looking at those books, you can also look

at the authors of the top 20 books.

The author names go after those.

You can also go after I said that was under the keyword.

You can also go after the category.

So go into some of the categories that

you've chosen. What are the titles and authors of the

top 20 books under the category? You could also look for a list of similar

results. The top ten books.

What's that mean? That means I look at.

The number one book under this category or under this keyword?

And what other books is Amazon suggesting when I'm looking at that book's page,

what are the books that are showing up? I can target some of those.

You can also look up the ASIN numbers of all the other books.

That means you will specifically advertise to people when they're on that

book's page. Because we look at books on Amazon,

you're going to see that there's other books being advertised on the pages.

For example, if we go up here and we go back to the never binge again book as an

example spot, we'll go here, never binge again.

We go down here and you can see these are other books that you could be targeting

that are similar to never binge again.

Look, he doesn't.

There we go.

Here are the sponsored listings.

So these people are all advertising.

So if you chose, never binge again.

As one of your targets, you chose the number for never binge again.

Then you could be one of these people advertising in the sponsored on his page,

and you'll notice you see this on pretty much all of the book pages, so you can

advertise there. Publisher Rocket will actually do all of

these searches for you and build you a large keyword list to.

For all these searches, that's part of the reason.

If you're an advertiser, I consider to require, but you noticed I used it for

other features here.

I looked up keyword phrases from it.

We used their website to help us come up with description text using their

software for it has so many features, so many different ways to help you.

But if you're an advertiser, you really need it because you need to come up with

a lot of keywords.

Now, as you're running Amazon ads,

there's multiple things that you can do to optimize your campaigns.

I've already mentioned broad match, phrase match, and exact match.

Maybe you're not sure what those terms mean.

There are the same terms that are used on Google and other types of pay per click

advertising, but let's go into what they mean on Amazon.

Very simply, broad match.

It gives you the largest audience, but it

can end up hitting unrelated phrases, so it's like super Broad.

It's almost anything even related to that term.

It gets kind of crazy how broad that can be.

If you're using any type of broad match, you will also want to use the negative

targeting that's available inside your campaigns as well.

What negative targeting means is that you're able to go in and see the search

phrases that your ads are showing up for, and you can go through and if any of

those phrases. Aren't relevant to your book.

Maybe it's off in left field.

You can add that as negative targeting

and that'll help scale back your broad match phrases.

Phrase match means that somebody has to search the exact phrase, but they could

add additional words to it.

So weight loss is too broad of a term.

But let's say that I did phrase match on weight loss.

I could show up for weight loss for women over 50.

I could also show up for weight loss recipes if I'm phrase match, so they've

added those words and that's totally fine.

Recipes for weight loss which show up for me.

So you can see on a broad term like that which is only two words, phrase match is

going to be pretty broad on its own with a lot of terms.

If I was broad match it gets even broader than that.

So a lot of times you're going to go more specific than something very general like

weight loss.

So that's what phrase match is.

Exact match means that exact phrase only with nothing added.

So if I did weight loss for women over 50, then I will only show up when

somebody searches weight loss for women over 50.

I will not show up if they search for weight loss for women over 45 because

that's not exact.

So exact match means that exact phrase.

Nothing taken away, nothing added, so it's very, very specific.

Often when I'm first setting up my campaigns, I will start with all three

match types, and that's because you can see the stats individually for each of

the keyword phrases that you're using.

That means I can see the broad match

phrase, match, and exact match stats separately, and you can also see go into

another section and see the actual terms.

That are showing up especially for the

broad and phrase match.

So I'll start with all of those even

though it's going to be more expensive.

Even though I'm going to waste money on

some of the broad match terms in the beginning, which means I'm going to lose

money most likely by setting it up this way in the very beginning.

This helps me expand out, see what's working, see what's not working, and get

more specific overtime, and possibly have more keyword phrase ideas over time.

So it's more of a general approach that works better in the very beginning.

That you can narrow down and make more profitable later by specializing.

If you're much more careful, you know you have a lot of search terms to go after,

then you could possibly go exact match and just some terms on phrase match.

That's going to be a tighter, more specific campaign, more likely to profit

in the beginning, but not giving you as many ideas of other broad match terms you

can set up separate campaigns of.

Of related keywords.

So what does that mean? That means, for example, maybe again you

have an intermittent fasting book about weight loss.

So you have one campaign that is a lot of the weight loss terms.

You set up another campaign that's the intermittent fasting type terms, so you

can focus specifically on that.

Again, the more you specialize, just the

same reason that we set up separate books.

To specialize, we can narrow down even more and specialize on keywords in

separate campaigns. That doesn't mean a separate campaign for

every keyword, but it means related keywords that you put together in

campaigns. That and all of this kind of fits on.

The more separate campaigns you have, the more management you're going to have to

do and the more checking you're have to do on the campaigns.

But it helps you narrow it down.

It helps you create ads that are specific

to those keyword phrases, one of the stats that's going to be most important

to you. Is the ACOS that's the advertising cost

of sales. When you look at that column, besides

your different keywords, it's going to have numbers in it.

It might say 35 %.

That's a good number.

That meant that you spent 35 % of the money that came back on the ads.

That's good.

So 65 % profit, gross profit.

Off of the off of the sales.

Now, if it says 213 %, that means it's

costing you twice as much in advertising as you're selling in books on that

keyword phrase. So that stat is one of the most important

stats. 100 % means gross break even that you're

selling this many books, this much money in books versus how much you spent in

advertising. The lower the number, the better.

So if you see one keyword phrase has a 35 %, another one has a 45 %, great, those

are great keyword phrases.

Another one has a 313 %.

Well, you're probably going to turn off that 313 because it's costing you at

least three times as much in ads for each each of the sales that you're making.

Yeah, no dice.

Something's wrong.

It's too general.

It's not producing buyers on that term.

So that's one of the stats you're going to watch the most.

Out of all of it, when how does Amazon choose which ads they're showing?

When you choose a keyword phrase, because you might choose a keyword phrase and

you're not showing up very often for it.

Well, they look at the amount of money

you're willing to spend your bid.

They compare it to your click through

rate, since they charge per click through, and they also compare in your

sales that take place, because remember, they're getting a percentage of all the

sales that you make.

Amazon's going to do what earns them the

most money. That means that you could bid more than

someone else, but if your click through rate and sales are lower than the other

person, they're still going to get more traffic than you because Amazon is making

money from the clicks and from the sales.

That also means that if you have a good

click through rate, you've chosen very targeted keyword phrases that are

relevant to your book.

You have a book title.

You have a description, you have a lot of reviews that make your conversion higher.

Then that also means that you could bid lower on keyword terms and still get

traffic. Still get sales because you're making

more sales of your book when everything comes back to the conversion.

Can you convert on these keyword phrases? Can you convert these visitors into

sales? See how important that whole factor is in

all of this? Because Amazon wants to make sales,

obviously you're going to disable the ads, the keyword phrases that are losing

money. You're going to need to raise your bids

when you're not getting enough traffic or you're making a lot of money and you know

there's more traffic available for this.

I've only went into a little bit on the

Amazon advertising here.

There's also a free Amazon ads course you

can pick up.

This is an affiliate link.

You can go over to mymarketingcoach dot com slash free Amazon ads to register for

a free Amazon ads course that specializes just in the ad aspects for Amazon.