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Now let's move over to a type of
promotion that you're going to be using
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long term and that is Amazon sponsored
ads.
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These are keyword ads that are similar to
old school Google and I say old school
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Google because Google has a lot of
features today if you use pay per click
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advertising in this in Google search that
Amazon simply doesn't have.
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So this is like Google system years ago.
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Now, if you're going to do sponsored ads,
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and I recommend that you do, because you
can drive a lot of leads and a lot of
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sales by targeting specific keyword
terms, targeting specific authors,
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targeting competitive books.
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I recommend that you pick up a copy of
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the publisher rocket to come up with a
large list of long tail keyword phrases,
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because when you're advertising on
Amazon, you're going to want to have at
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least 200 keyword phrases.
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Even better would be more like 500 or
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even a thousand keyword phrases across
several different campaigns for your
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book. Because you want to advertise on exact
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phrase match, exact match.
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You want to advertise on phrase match.
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You might even do some broad match and
modify them down over time.
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But you want to go after a lot of
different keyword phrases.
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You want to go after competitive books as
well.
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You know Amazon tracks your sales for you
inside the system.
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Since everything's inside the same
network, that means that after you have
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your campaign up and running, you're able
to log in and look and see the exact
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keyword phrases and whether they're broad
match or phrase match or exact match, and
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what they're generating in sales for you.
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So you want to narrow down.
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You're going to start with a bunch of
keyword phrases, and then you're going to
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narrow down the list to only that which
converts for you.
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And I like to have the goal of break
even.
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If you can break even on your Kindle and
physical book sales, that's a major win
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because I know that if you have a good
content upgrade, you're going to be
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generating buyer's leads to your list,
you're going to be selling back end
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products and services.
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So break even on Amazon is a win.
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And you can often turn a profit with
Amazon sponsored ads by cutting off the
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poor performance.
That means in the beginning you're going
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to have this long list of keyword
phrases.
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Some of those keyword phrases are not
going to work for you.
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They're not going to be profitable.
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So your initial ad campaign is probably
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not going to be profitable because
there's keyword phrases in there that
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lose money overtime.
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You will turn off the keywords that
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aren't making sales.
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As you do that, your campaign is going to
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become more and more profitable.
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Maybe it'll go back and come up with some
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more keyword phrases to go after, but
you're going to become more profitable
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over time.
Now, as you set up your ad campaign, one
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of the biggest things I want to recommend
is that you use manual targeting.
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You have a choice between manual or
automatic targeting.
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Automatic means that Amazon finds you the
more expensive higher traffic keywords to
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target because it's an auction format,
just like Google is.
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And they're you're bidding against other
advertisers.
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So if you do automatic you're going to
let Amazon spend your money for you.
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They want to sell your book, but even
more they want to make money from you
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while they sell their book, while they
sell your book.
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So I recommend the manual target and then
going after hundreds of keyword phrases.
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So how are we going to come up with these
200 plus keyword phrases?
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First, you'll do the same thing that we
did earlier, which is doing the Amazon
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Auto suggest keywords.
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Type in the Amazon search box, type in
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different phrases, come up with different
phrases.
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Amazon suggests that people are using to
buy books.
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That's how you'll get started.
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Do exactly what I showed earlier, where
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you do the a to z method so you have
something like weight loss.
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You type A and see what's suggested.
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You type weight loss B and see what they
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suggest. Come up with all kinds of keyword phrases
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like that.
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Then choose one of your keyword phrases
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that is very important to you.
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It's one of the ones you really want to
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go after.
Look at the titles of the top 20 books
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under that keyword.
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So when you search that keyword phrases,
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what are the titles of the top 20 books?
You can go after those titles because you
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want to show up when people are searching
for those books and when people are on
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the pages for those books.
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Looking at those books, you can also look
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at the authors of the top 20 books.
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The author names go after those.
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You can also go after I said that was
under the keyword.
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You can also go after the category.
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So go into some of the categories that
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you've chosen.
What are the titles and authors of the
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top 20 books under the category?
You could also look for a list of similar
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results. The top ten books.
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What's that mean?
That means I look at.
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The number one book under this category
or under this keyword?
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And what other books is Amazon suggesting
when I'm looking at that book's page,
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what are the books that are showing up?
I can target some of those.
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You can also look up the ASIN numbers of
all the other books.
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That means you will specifically
advertise to people when they're on that
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book's page.
Because we look at books on Amazon,
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you're going to see that there's other
books being advertised on the pages.
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For example, if we go up here and we go
back to the never binge again book as an
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example spot, we'll go here, never binge
again.
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We go down here and you can see these are
other books that you could be targeting
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that are similar to never binge again.
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Look, he doesn't.
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There we go.
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Here are the sponsored listings.
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So these people are all advertising.
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So if you chose, never binge again.
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As one of your targets, you chose the
number for never binge again.
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Then you could be one of these people
advertising in the sponsored on his page,
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and you'll notice you see this on pretty
much all of the book pages, so you can
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advertise there.
Publisher Rocket will actually do all of
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these searches for you and build you a
large keyword list to.
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For all these searches, that's part of
the reason.
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If you're an advertiser, I consider to
require, but you noticed I used it for
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other features here.
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I looked up keyword phrases from it.
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We used their website to help us come up
with description text using their
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software for it has so many features, so
many different ways to help you.
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But if you're an advertiser, you really
need it because you need to come up with
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a lot of keywords.
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Now, as you're running Amazon ads,
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there's multiple things that you can do
to optimize your campaigns.
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I've already mentioned broad match,
phrase match, and exact match.
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Maybe you're not sure what those terms
mean.
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There are the same terms that are used on
Google and other types of pay per click
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advertising, but let's go into what they
mean on Amazon.
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Very simply, broad match.
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It gives you the largest audience, but it
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can end up hitting unrelated phrases, so
it's like super Broad.
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It's almost anything even related to that
term.
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It gets kind of crazy how broad that can
be.
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If you're using any type of broad match,
you will also want to use the negative
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targeting that's available inside your
campaigns as well.
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What negative targeting means is that
you're able to go in and see the search
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phrases that your ads are showing up for,
and you can go through and if any of
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those phrases.
Aren't relevant to your book.
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Maybe it's off in left field.
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You can add that as negative targeting
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and that'll help scale back your broad
match phrases.
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Phrase match means that somebody has to
search the exact phrase, but they could
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add additional words to it.
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So weight loss is too broad of a term.
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But let's say that I did phrase match on
weight loss.
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I could show up for weight loss for women
over 50.
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I could also show up for weight loss
recipes if I'm phrase match, so they've
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added those words and that's totally
fine.
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Recipes for weight loss which show up for
me.
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So you can see on a broad term like that
which is only two words, phrase match is
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going to be pretty broad on its own with
a lot of terms.
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If I was broad match it gets even broader
than that.
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So a lot of times you're going to go more
specific than something very general like
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weight loss.
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So that's what phrase match is.
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Exact match means that exact phrase only
with nothing added.
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So if I did weight loss for women over
50, then I will only show up when
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somebody searches weight loss for women
over 50.
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I will not show up if they search for
weight loss for women over 45 because
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that's not exact.
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So exact match means that exact phrase.
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Nothing taken away, nothing added, so
it's very, very specific.
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Often when I'm first setting up my
campaigns, I will start with all three
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match types, and that's because you can
see the stats individually for each of
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the keyword phrases that you're using.
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That means I can see the broad match
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phrase, match, and exact match stats
separately, and you can also see go into
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another section and see the actual terms.
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That are showing up especially for the
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broad and phrase match.
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So I'll start with all of those even
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though it's going to be more expensive.
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Even though I'm going to waste money on
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some of the broad match terms in the
beginning, which means I'm going to lose
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money most likely by setting it up this
way in the very beginning.
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This helps me expand out, see what's
working, see what's not working, and get
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more specific overtime, and possibly have
more keyword phrase ideas over time.
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So it's more of a general approach that
works better in the very beginning.
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That you can narrow down and make more
profitable later by specializing.
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If you're much more careful, you know you
have a lot of search terms to go after,
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then you could possibly go exact match
and just some terms on phrase match.
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That's going to be a tighter, more
specific campaign, more likely to profit
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in the beginning, but not giving you as
many ideas of other broad match terms you
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can set up separate campaigns of.
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Of related keywords.
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So what does that mean?
That means, for example, maybe again you
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have an intermittent fasting book about
weight loss.
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So you have one campaign that is a lot of
the weight loss terms.
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You set up another campaign that's the
intermittent fasting type terms, so you
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can focus specifically on that.
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Again, the more you specialize, just the
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same reason that we set up separate
books.
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To specialize, we can narrow down even
more and specialize on keywords in
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separate campaigns.
That doesn't mean a separate campaign for
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every keyword, but it means related
keywords that you put together in
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campaigns. That and all of this kind of fits on.
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The more separate campaigns you have, the
more management you're going to have to
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do and the more checking you're have to
do on the campaigns.
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But it helps you narrow it down.
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It helps you create ads that are specific
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00:11:14,620 --> 00:11:18,010
to those keyword phrases, one of the
stats that's going to be most important
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00:11:18,020 --> 00:11:22,920
to you.
Is the ACOS that's the advertising cost
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of sales.
When you look at that column, besides
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your different keywords, it's going to
have numbers in it.
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It might say 35 %.
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That's a good number.
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That meant that you spent 35 % of the
money that came back on the ads.
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00:11:43,090 --> 00:11:43,930
That's good.
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00:11:44,410 --> 00:11:47,850
So 65 % profit, gross profit.
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00:11:48,280 --> 00:11:49,920
Off of the off of the sales.
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00:11:50,440 --> 00:11:55,110
Now, if it says 213 %, that means it's
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costing you twice as much in advertising
as you're selling in books on that
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00:12:00,400 --> 00:12:05,390
keyword phrase.
So that stat is one of the most important
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00:12:05,400 --> 00:12:10,230
stats. 100 % means gross break even that you're
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00:12:10,240 --> 00:12:15,590
selling this many books, this much money
in books versus how much you spent in
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00:12:15,600 --> 00:12:19,220
advertising. The lower the number, the better.
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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
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are great keyword phrases.
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Another one has a 313 %.
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Well, you're probably going to turn off
that 313 because it's costing you at
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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.
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00:12:38,460 --> 00:12:39,490
Yeah, no dice.
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Something's wrong.
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It's too general.
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It's not producing buyers on that term.
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So that's one of the stats you're going
to watch the most.
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Out of all of it, when how does Amazon
choose which ads they're showing?
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When you choose a keyword phrase, because
you might choose a keyword phrase and
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you're not showing up very often for it.
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Well, they look at the amount of money
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you're willing to spend your bid.
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00:13:02,770 --> 00:13:04,440
They compare it to your click through
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00:13:04,450 --> 00:13:09,640
rate, since they charge per click
through, and they also compare in your
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sales that take place, because remember,
they're getting a percentage of all the
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sales that you make.
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Amazon's going to do what earns them the
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most money.
That means that you could bid more than
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someone else, but if your click through
rate and sales are lower than the other
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person, they're still going to get more
traffic than you because Amazon is making
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money from the clicks and from the sales.
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That also means that if you have a good
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click through rate, you've chosen very
targeted keyword phrases that are
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relevant to your book.
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You have a book title.
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00:13:44,040 --> 00:13:49,680
You have a description, you have a lot of
reviews that make your conversion higher.
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Then that also means that you could bid
lower on keyword terms and still get
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traffic. Still get sales because you're making
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more sales of your book when everything
comes back to the conversion.
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Can you convert on these keyword phrases?
Can you convert these visitors into
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sales?
See how important that whole factor is in
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all of this?
Because Amazon wants to make sales,
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obviously you're going to disable the
ads, the keyword phrases that are losing
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money. You're going to need to raise your bids
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when you're not getting enough traffic or
you're making a lot of money and you know
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there's more traffic available for this.
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I've only went into a little bit on the
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00:14:33,410 --> 00:14:35,050
Amazon advertising here.
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00:14:35,090 --> 00:14:37,720
There's also a free Amazon ads course you
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00:14:37,730 --> 00:14:38,600
can pick up.
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00:14:38,610 --> 00:14:40,410
This is an affiliate link.
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00:14:40,840 --> 00:14:47,150
You can go over to mymarketingcoach dot
com slash free Amazon ads to register for
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00:14:47,160 --> 00:14:52,050
a free Amazon ads course that specializes
just in the ad aspects for Amazon.
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