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These are the user uploaded subtitles that are being translated: 0 00:00:00,120 --> 00:00:04,160 Now let's move over to a type of promotion that you're going to be using 1 00:00:04,200 --> 00:00:09,000 long term and that is Amazon sponsored ads. 2 00:00:10,320 --> 00:00:15,630 These are keyword ads that are similar to old school Google and I say old school 3 00:00:15,640 --> 00:00:20,990 Google because Google has a lot of features today if you use pay per click 4 00:00:21,000 --> 00:00:25,110 advertising in this in Google search that Amazon simply doesn't have. 5 00:00:25,120 --> 00:00:27,720 So this is like Google system years ago. 6 00:00:28,680 --> 00:00:30,910 Now, if you're going to do sponsored ads, 7 00:00:30,920 --> 00:00:34,830 and I recommend that you do, because you can drive a lot of leads and a lot of 8 00:00:34,840 --> 00:00:39,320 sales by targeting specific keyword terms, targeting specific authors, 9 00:00:39,600 --> 00:00:41,160 targeting competitive books. 10 00:00:41,960 --> 00:00:44,110 I recommend that you pick up a copy of 11 00:00:44,120 --> 00:00:50,200 the publisher rocket to come up with a large list of long tail keyword phrases, 12 00:00:50,440 --> 00:00:53,910 because when you're advertising on Amazon, you're going to want to have at 13 00:00:53,920 --> 00:00:56,520 least 200 keyword phrases. 14 00:00:57,130 --> 00:00:59,840 Even better would be more like 500 or 15 00:00:59,850 --> 00:01:03,600 even a thousand keyword phrases across several different campaigns for your 16 00:01:03,610 --> 00:01:06,760 book. Because you want to advertise on exact 17 00:01:06,770 --> 00:01:08,240 phrase match, exact match. 18 00:01:08,250 --> 00:01:10,290 You want to advertise on phrase match. 19 00:01:10,890 --> 00:01:14,850 You might even do some broad match and modify them down over time. 20 00:01:15,650 --> 00:01:17,920 But you want to go after a lot of different keyword phrases. 21 00:01:17,930 --> 00:01:20,850 You want to go after competitive books as well. 22 00:01:21,730 --> 00:01:25,400 You know Amazon tracks your sales for you inside the system. 23 00:01:25,410 --> 00:01:28,560 Since everything's inside the same network, that means that after you have 24 00:01:28,570 --> 00:01:33,960 your campaign up and running, you're able to log in and look and see the exact 25 00:01:33,970 --> 00:01:39,800 keyword phrases and whether they're broad match or phrase match or exact match, and 26 00:01:39,810 --> 00:01:42,170 what they're generating in sales for you. 27 00:01:42,690 --> 00:01:43,880 So you want to narrow down. 28 00:01:43,890 --> 00:01:46,040 You're going to start with a bunch of keyword phrases, and then you're going to 29 00:01:46,050 --> 00:01:50,010 narrow down the list to only that which converts for you. 30 00:01:50,470 --> 00:01:52,870 And I like to have the goal of break even. 31 00:01:53,110 --> 00:02:00,390 If you can break even on your Kindle and physical book sales, that's a major win 32 00:02:00,550 --> 00:02:03,780 because I know that if you have a good content upgrade, you're going to be 33 00:02:03,790 --> 00:02:08,340 generating buyer's leads to your list, you're going to be selling back end 34 00:02:08,350 --> 00:02:09,550 products and services. 35 00:02:09,870 --> 00:02:12,470 So break even on Amazon is a win. 36 00:02:13,780 --> 00:02:19,130 And you can often turn a profit with Amazon sponsored ads by cutting off the 37 00:02:19,140 --> 00:02:21,210 poor performance. That means in the beginning you're going 38 00:02:21,220 --> 00:02:22,900 to have this long list of keyword phrases. 39 00:02:23,460 --> 00:02:26,140 Some of those keyword phrases are not going to work for you. 40 00:02:26,180 --> 00:02:27,420 They're not going to be profitable. 41 00:02:27,820 --> 00:02:30,980 So your initial ad campaign is probably 42 00:02:31,020 --> 00:02:33,810 not going to be profitable because there's keyword phrases in there that 43 00:02:33,820 --> 00:02:35,700 lose money overtime. 44 00:02:36,140 --> 00:02:37,850 You will turn off the keywords that 45 00:02:37,860 --> 00:02:39,020 aren't making sales. 46 00:02:39,860 --> 00:02:41,930 As you do that, your campaign is going to 47 00:02:41,940 --> 00:02:43,410 become more and more profitable. 48 00:02:43,420 --> 00:02:44,530 Maybe it'll go back and come up with some 49 00:02:44,540 --> 00:02:47,410 more keyword phrases to go after, but you're going to become more profitable 50 00:02:47,420 --> 00:02:51,410 over time. Now, as you set up your ad campaign, one 51 00:02:51,420 --> 00:02:54,420 of the biggest things I want to recommend is that you use manual targeting. 52 00:02:55,420 --> 00:02:58,260 You have a choice between manual or automatic targeting. 53 00:02:58,340 --> 00:03:03,650 Automatic means that Amazon finds you the more expensive higher traffic keywords to 54 00:03:03,660 --> 00:03:08,380 target because it's an auction format, just like Google is. 55 00:03:08,710 --> 00:03:11,830 And they're you're bidding against other advertisers. 56 00:03:13,190 --> 00:03:18,310 So if you do automatic you're going to let Amazon spend your money for you. 57 00:03:19,590 --> 00:03:24,700 They want to sell your book, but even more they want to make money from you 58 00:03:24,710 --> 00:03:27,270 while they sell their book, while they sell your book. 59 00:03:27,590 --> 00:03:31,790 So I recommend the manual target and then going after hundreds of keyword phrases. 60 00:03:32,270 --> 00:03:36,150 So how are we going to come up with these 200 plus keyword phrases? 61 00:03:37,710 --> 00:03:42,110 First, you'll do the same thing that we did earlier, which is doing the Amazon 62 00:03:42,390 --> 00:03:43,870 Auto suggest keywords. 63 00:03:43,950 --> 00:03:48,020 Type in the Amazon search box, type in 64 00:03:48,030 --> 00:03:50,420 different phrases, come up with different phrases. 65 00:03:50,430 --> 00:03:53,630 Amazon suggests that people are using to buy books. 66 00:03:53,830 --> 00:03:54,990 That's how you'll get started. 67 00:03:55,270 --> 00:03:57,140 Do exactly what I showed earlier, where 68 00:03:57,150 --> 00:04:00,860 you do the a to z method so you have something like weight loss. 69 00:04:00,870 --> 00:04:02,670 You type A and see what's suggested. 70 00:04:03,280 --> 00:04:05,590 You type weight loss B and see what they 71 00:04:05,600 --> 00:04:08,190 suggest. Come up with all kinds of keyword phrases 72 00:04:08,200 --> 00:04:08,960 like that. 73 00:04:10,720 --> 00:04:13,400 Then choose one of your keyword phrases 74 00:04:14,040 --> 00:04:15,350 that is very important to you. 75 00:04:15,360 --> 00:04:16,630 It's one of the ones you really want to 76 00:04:16,640 --> 00:04:20,630 go after. Look at the titles of the top 20 books 77 00:04:20,640 --> 00:04:21,630 under that keyword. 78 00:04:21,640 --> 00:04:23,070 So when you search that keyword phrases, 79 00:04:23,080 --> 00:04:27,630 what are the titles of the top 20 books? You can go after those titles because you 80 00:04:27,640 --> 00:04:31,430 want to show up when people are searching for those books and when people are on 81 00:04:31,440 --> 00:04:32,960 the pages for those books. 82 00:04:33,130 --> 00:04:36,160 Looking at those books, you can also look 83 00:04:36,170 --> 00:04:39,970 at the authors of the top 20 books. 84 00:04:40,170 --> 00:04:41,810 The author names go after those. 85 00:04:42,130 --> 00:04:44,880 You can also go after I said that was under the keyword. 86 00:04:44,890 --> 00:04:46,450 You can also go after the category. 87 00:04:46,810 --> 00:04:48,760 So go into some of the categories that 88 00:04:48,770 --> 00:04:52,440 you've chosen. What are the titles and authors of the 89 00:04:52,450 --> 00:04:58,640 top 20 books under the category? You could also look for a list of similar 90 00:04:58,650 --> 00:05:01,000 results. The top ten books. 91 00:05:01,010 --> 00:05:03,090 What's that mean? That means I look at. 92 00:05:03,120 --> 00:05:05,640 The number one book under this category or under this keyword? 93 00:05:06,480 --> 00:05:12,880 And what other books is Amazon suggesting when I'm looking at that book's page, 94 00:05:13,480 --> 00:05:15,840 what are the books that are showing up? I can target some of those. 95 00:05:17,360 --> 00:05:22,590 You can also look up the ASIN numbers of all the other books. 96 00:05:22,600 --> 00:05:26,790 That means you will specifically advertise to people when they're on that 97 00:05:26,800 --> 00:05:30,940 book's page. Because we look at books on Amazon, 98 00:05:30,950 --> 00:05:35,030 you're going to see that there's other books being advertised on the pages. 99 00:05:35,750 --> 00:05:40,980 For example, if we go up here and we go back to the never binge again book as an 100 00:05:40,990 --> 00:05:46,420 example spot, we'll go here, never binge again. 101 00:05:46,430 --> 00:05:50,140 We go down here and you can see these are other books that you could be targeting 102 00:05:50,150 --> 00:05:51,950 that are similar to never binge again. 103 00:05:52,110 --> 00:05:52,900 Look, he doesn't. 104 00:05:52,910 --> 00:05:53,660 There we go. 105 00:05:53,670 --> 00:05:54,820 Here are the sponsored listings. 106 00:05:54,830 --> 00:05:56,270 So these people are all advertising. 107 00:05:56,670 --> 00:05:58,950 So if you chose, never binge again. 108 00:05:59,320 --> 00:06:03,240 As one of your targets, you chose the number for never binge again. 109 00:06:03,720 --> 00:06:08,310 Then you could be one of these people advertising in the sponsored on his page, 110 00:06:08,320 --> 00:06:13,190 and you'll notice you see this on pretty much all of the book pages, so you can 111 00:06:13,200 --> 00:06:19,510 advertise there. Publisher Rocket will actually do all of 112 00:06:19,520 --> 00:06:24,180 these searches for you and build you a large keyword list to. 113 00:06:24,190 --> 00:06:26,100 For all these searches, that's part of the reason. 114 00:06:26,110 --> 00:06:29,340 If you're an advertiser, I consider to require, but you noticed I used it for 115 00:06:29,350 --> 00:06:30,460 other features here. 116 00:06:30,470 --> 00:06:32,460 I looked up keyword phrases from it. 117 00:06:32,470 --> 00:06:36,380 We used their website to help us come up with description text using their 118 00:06:36,390 --> 00:06:39,780 software for it has so many features, so many different ways to help you. 119 00:06:39,790 --> 00:06:42,620 But if you're an advertiser, you really need it because you need to come up with 120 00:06:42,630 --> 00:06:43,590 a lot of keywords. 121 00:06:43,950 --> 00:06:45,750 Now, as you're running Amazon ads, 122 00:06:45,790 --> 00:06:49,510 there's multiple things that you can do to optimize your campaigns. 123 00:06:50,110 --> 00:06:53,790 I've already mentioned broad match, phrase match, and exact match. 124 00:06:54,150 --> 00:06:56,310 Maybe you're not sure what those terms mean. 125 00:06:56,750 --> 00:07:00,180 There are the same terms that are used on Google and other types of pay per click 126 00:07:00,190 --> 00:07:03,500 advertising, but let's go into what they mean on Amazon. 127 00:07:03,510 --> 00:07:05,550 Very simply, broad match. 128 00:07:05,750 --> 00:07:08,420 It gives you the largest audience, but it 129 00:07:08,430 --> 00:07:13,110 can end up hitting unrelated phrases, so it's like super Broad. 130 00:07:13,830 --> 00:07:16,710 It's almost anything even related to that term. 131 00:07:17,140 --> 00:07:19,260 It gets kind of crazy how broad that can be. 132 00:07:19,300 --> 00:07:23,690 If you're using any type of broad match, you will also want to use the negative 133 00:07:23,700 --> 00:07:27,810 targeting that's available inside your campaigns as well. 134 00:07:27,820 --> 00:07:32,930 What negative targeting means is that you're able to go in and see the search 135 00:07:32,940 --> 00:07:37,810 phrases that your ads are showing up for, and you can go through and if any of 136 00:07:37,820 --> 00:07:40,950 those phrases. Aren't relevant to your book. 137 00:07:40,990 --> 00:07:42,900 Maybe it's off in left field. 138 00:07:42,910 --> 00:07:44,710 You can add that as negative targeting 139 00:07:45,030 --> 00:07:48,870 and that'll help scale back your broad match phrases. 140 00:07:49,750 --> 00:07:56,060 Phrase match means that somebody has to search the exact phrase, but they could 141 00:07:56,070 --> 00:07:57,830 add additional words to it. 142 00:07:57,910 --> 00:08:00,860 So weight loss is too broad of a term. 143 00:08:00,870 --> 00:08:04,430 But let's say that I did phrase match on weight loss. 144 00:08:05,270 --> 00:08:09,030 I could show up for weight loss for women over 50. 145 00:08:10,110 --> 00:08:14,620 I could also show up for weight loss recipes if I'm phrase match, so they've 146 00:08:14,630 --> 00:08:17,030 added those words and that's totally fine. 147 00:08:17,630 --> 00:08:20,620 Recipes for weight loss which show up for me. 148 00:08:20,630 --> 00:08:25,460 So you can see on a broad term like that which is only two words, phrase match is 149 00:08:25,470 --> 00:08:28,540 going to be pretty broad on its own with a lot of terms. 150 00:08:28,550 --> 00:08:30,830 If I was broad match it gets even broader than that. 151 00:08:31,270 --> 00:08:34,620 So a lot of times you're going to go more specific than something very general like 152 00:08:34,630 --> 00:08:35,510 weight loss. 153 00:08:36,510 --> 00:08:38,110 So that's what phrase match is. 154 00:08:38,130 --> 00:08:43,809 Exact match means that exact phrase only with nothing added. 155 00:08:43,929 --> 00:08:50,640 So if I did weight loss for women over 50, then I will only show up when 156 00:08:50,650 --> 00:08:53,930 somebody searches weight loss for women over 50. 157 00:08:54,170 --> 00:09:01,760 I will not show up if they search for weight loss for women over 45 because 158 00:09:01,770 --> 00:09:02,770 that's not exact. 159 00:09:03,730 --> 00:09:07,010 So exact match means that exact phrase. 160 00:09:07,850 --> 00:09:11,770 Nothing taken away, nothing added, so it's very, very specific. 161 00:09:12,450 --> 00:09:16,240 Often when I'm first setting up my campaigns, I will start with all three 162 00:09:16,250 --> 00:09:21,520 match types, and that's because you can see the stats individually for each of 163 00:09:21,530 --> 00:09:23,000 the keyword phrases that you're using. 164 00:09:23,010 --> 00:09:24,320 That means I can see the broad match 165 00:09:24,330 --> 00:09:29,440 phrase, match, and exact match stats separately, and you can also see go into 166 00:09:29,450 --> 00:09:31,490 another section and see the actual terms. 167 00:09:31,880 --> 00:09:32,990 That are showing up especially for the 168 00:09:33,000 --> 00:09:34,360 broad and phrase match. 169 00:09:34,560 --> 00:09:36,190 So I'll start with all of those even 170 00:09:36,200 --> 00:09:37,640 though it's going to be more expensive. 171 00:09:38,160 --> 00:09:40,510 Even though I'm going to waste money on 172 00:09:40,520 --> 00:09:43,790 some of the broad match terms in the beginning, which means I'm going to lose 173 00:09:43,800 --> 00:09:47,000 money most likely by setting it up this way in the very beginning. 174 00:09:47,240 --> 00:09:52,710 This helps me expand out, see what's working, see what's not working, and get 175 00:09:52,720 --> 00:09:57,750 more specific overtime, and possibly have more keyword phrase ideas over time. 176 00:09:57,760 --> 00:10:01,800 So it's more of a general approach that works better in the very beginning. 177 00:10:01,960 --> 00:10:05,400 That you can narrow down and make more profitable later by specializing. 178 00:10:05,840 --> 00:10:10,960 If you're much more careful, you know you have a lot of search terms to go after, 179 00:10:11,360 --> 00:10:15,630 then you could possibly go exact match and just some terms on phrase match. 180 00:10:15,640 --> 00:10:19,070 That's going to be a tighter, more specific campaign, more likely to profit 181 00:10:19,080 --> 00:10:24,990 in the beginning, but not giving you as many ideas of other broad match terms you 182 00:10:25,000 --> 00:10:27,420 can set up separate campaigns of. 183 00:10:27,430 --> 00:10:28,510 Of related keywords. 184 00:10:28,830 --> 00:10:32,820 So what does that mean? That means, for example, maybe again you 185 00:10:32,830 --> 00:10:35,620 have an intermittent fasting book about weight loss. 186 00:10:35,630 --> 00:10:38,670 So you have one campaign that is a lot of the weight loss terms. 187 00:10:38,990 --> 00:10:43,700 You set up another campaign that's the intermittent fasting type terms, so you 188 00:10:43,710 --> 00:10:45,420 can focus specifically on that. 189 00:10:45,430 --> 00:10:47,700 Again, the more you specialize, just the 190 00:10:47,710 --> 00:10:49,670 same reason that we set up separate books. 191 00:10:50,020 --> 00:10:55,010 To specialize, we can narrow down even more and specialize on keywords in 192 00:10:55,020 --> 00:10:57,930 separate campaigns. That doesn't mean a separate campaign for 193 00:10:57,940 --> 00:11:01,330 every keyword, but it means related keywords that you put together in 194 00:11:01,340 --> 00:11:04,180 campaigns. That and all of this kind of fits on. 195 00:11:04,260 --> 00:11:08,170 The more separate campaigns you have, the more management you're going to have to 196 00:11:08,180 --> 00:11:10,460 do and the more checking you're have to do on the campaigns. 197 00:11:10,740 --> 00:11:12,250 But it helps you narrow it down. 198 00:11:12,260 --> 00:11:14,140 It helps you create ads that are specific 199 00:11:14,620 --> 00:11:18,010 to those keyword phrases, one of the stats that's going to be most important 200 00:11:18,020 --> 00:11:22,920 to you. Is the ACOS that's the advertising cost 201 00:11:22,930 --> 00:11:28,000 of sales. When you look at that column, besides 202 00:11:28,010 --> 00:11:31,360 your different keywords, it's going to have numbers in it. 203 00:11:31,370 --> 00:11:33,850 It might say 35 %. 204 00:11:34,450 --> 00:11:35,810 That's a good number. 205 00:11:35,970 --> 00:11:43,080 That meant that you spent 35 % of the money that came back on the ads. 206 00:11:43,090 --> 00:11:43,930 That's good. 207 00:11:44,410 --> 00:11:47,850 So 65 % profit, gross profit. 208 00:11:48,280 --> 00:11:49,920 Off of the off of the sales. 209 00:11:50,440 --> 00:11:55,110 Now, if it says 213 %, that means it's 210 00:11:55,120 --> 00:12:00,390 costing you twice as much in advertising as you're selling in books on that 211 00:12:00,400 --> 00:12:05,390 keyword phrase. So that stat is one of the most important 212 00:12:05,400 --> 00:12:10,230 stats. 100 % means gross break even that you're 213 00:12:10,240 --> 00:12:15,590 selling this many books, this much money in books versus how much you spent in 214 00:12:15,600 --> 00:12:19,220 advertising. The lower the number, the better. 215 00:12:19,500 --> 00:12:26,450 So if you see one keyword phrase has a 35 %, another one has a 45 %, great, those 216 00:12:26,460 --> 00:12:27,740 are great keyword phrases. 217 00:12:27,860 --> 00:12:30,180 Another one has a 313 %. 218 00:12:30,380 --> 00:12:34,170 Well, you're probably going to turn off that 313 because it's costing you at 219 00:12:34,180 --> 00:12:38,100 least three times as much in ads for each each of the sales that you're making. 220 00:12:38,460 --> 00:12:39,490 Yeah, no dice. 221 00:12:39,500 --> 00:12:40,740 Something's wrong. 222 00:12:40,820 --> 00:12:41,770 It's too general. 223 00:12:41,780 --> 00:12:44,010 It's not producing buyers on that term. 224 00:12:44,020 --> 00:12:46,300 So that's one of the stats you're going to watch the most. 225 00:12:46,730 --> 00:12:52,970 Out of all of it, when how does Amazon choose which ads they're showing? 226 00:12:53,290 --> 00:12:55,560 When you choose a keyword phrase, because you might choose a keyword phrase and 227 00:12:55,570 --> 00:12:58,490 you're not showing up very often for it. 228 00:12:58,570 --> 00:13:00,920 Well, they look at the amount of money 229 00:13:00,930 --> 00:13:02,410 you're willing to spend your bid. 230 00:13:02,770 --> 00:13:04,440 They compare it to your click through 231 00:13:04,450 --> 00:13:09,640 rate, since they charge per click through, and they also compare in your 232 00:13:09,650 --> 00:13:13,480 sales that take place, because remember, they're getting a percentage of all the 233 00:13:13,490 --> 00:13:14,610 sales that you make. 234 00:13:15,060 --> 00:13:17,810 Amazon's going to do what earns them the 235 00:13:17,820 --> 00:13:21,930 most money. That means that you could bid more than 236 00:13:21,940 --> 00:13:26,610 someone else, but if your click through rate and sales are lower than the other 237 00:13:26,620 --> 00:13:32,170 person, they're still going to get more traffic than you because Amazon is making 238 00:13:32,180 --> 00:13:35,060 money from the clicks and from the sales. 239 00:13:35,660 --> 00:13:37,730 That also means that if you have a good 240 00:13:37,740 --> 00:13:40,930 click through rate, you've chosen very targeted keyword phrases that are 241 00:13:40,940 --> 00:13:42,220 relevant to your book. 242 00:13:42,520 --> 00:13:43,840 You have a book title. 243 00:13:44,040 --> 00:13:49,680 You have a description, you have a lot of reviews that make your conversion higher. 244 00:13:50,280 --> 00:13:55,590 Then that also means that you could bid lower on keyword terms and still get 245 00:13:55,600 --> 00:13:59,390 traffic. Still get sales because you're making 246 00:13:59,400 --> 00:14:03,200 more sales of your book when everything comes back to the conversion. 247 00:14:03,800 --> 00:14:10,110 Can you convert on these keyword phrases? Can you convert these visitors into 248 00:14:10,120 --> 00:14:13,640 sales? See how important that whole factor is in 249 00:14:13,650 --> 00:14:17,250 all of this? Because Amazon wants to make sales, 250 00:14:18,570 --> 00:14:22,480 obviously you're going to disable the ads, the keyword phrases that are losing 251 00:14:22,490 --> 00:14:25,330 money. You're going to need to raise your bids 252 00:14:25,610 --> 00:14:28,560 when you're not getting enough traffic or you're making a lot of money and you know 253 00:14:28,570 --> 00:14:30,450 there's more traffic available for this. 254 00:14:31,410 --> 00:14:33,400 I've only went into a little bit on the 255 00:14:33,410 --> 00:14:35,050 Amazon advertising here. 256 00:14:35,090 --> 00:14:37,720 There's also a free Amazon ads course you 257 00:14:37,730 --> 00:14:38,600 can pick up. 258 00:14:38,610 --> 00:14:40,410 This is an affiliate link. 259 00:14:40,840 --> 00:14:47,150 You can go over to mymarketingcoach dot com slash free Amazon ads to register for 260 00:14:47,160 --> 00:14:52,050 a free Amazon ads course that specializes just in the ad aspects for Amazon. 23386

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