Page 92 - Book Funnels & Amazon Ads

Chapter 3
Campaign Optimization
There are many different teachings out there for the setting up and opti- mization of ads, and I’ve seen each one work for some books. If you have your own methodology for optimizing your campaigns that you believe in, by all means, stick with it. The main thing with Amazon ads is to keep trying and searching for new things if your current strategy isn’t giving you the results you want.
Here, I lay out for you what I’ve found to be the lowest time investment/ highest reward methodology for optimizing your campaigns.
For each campaign, we’ll now see how it stacks up against our analysis. We’re going to plug the CPC and Conversion rate of clicks to readers to:
1. Adjust the bidding of our campaigns and
2. Figure out where our funnel can be improved.
We will think about each campaign as its own mini-funnel. We will be plugging those numbers into our equation and deciding if we want to increase or decrease the related spending.
One final but VERY important note. I have come across multiple auth- ors in my days whose AMS dashboard sales did not line up with their KDP sales. This is because those Amazon Ads have been able to kick off a chain reaction with Amazon so that the recommendation engine actually starts to freely advertise the book because the conversion rates are just that good. Before you adjust your ads each month, make sure to check that your KDP dashboard shows sales similar to that of your AMS dashboard.