As a self-published author, I’ve always understood the importance of marketing my books effectively. However, with recent changes like the increasing costs of services such as Merch Jar, I decided it was time to take complete control of my Amazon ads strategy. This journey led me to explore several resources, including Bryan Cohen’s Self-Publishing with Amazon Ads and Mark Dawson’s Learn Amazon Ads. Here are the lessons I’ve learned and the adjustments I’m making to optimize my ad campaigns.
Lesson 1: The Importance of Continuous Learning
I relied heavily on external tools and courses when I started using Amazon ads. While these were helpful, they didn’t make me self-sufficient. Over the past month, I committed to learning the ins and outs of Amazon ads. This meant:
- Reading Key Resources: Bryan Cohen’s book provided a storytelling approach to mastering Amazon ads, while Mark Dawson’s shorter guide offered practical tips, albeit limited in depth.
- Participating in Courses: Revisiting previously completed courses helped solidify my understanding.
- Experimenting with Strategies: Theory is useful, but nothing beats hands-on experience.
Lesson 2: Building Better Processes
One major takeaway from Cohen’s book was the need for structured ad management. Here’s how I revamped my approach:
- Reorganizing Spreadsheets: I cleaned up over 16,000 keywords across four books to avoid overlap and redundancy. My updated system ensures each keyword is used in a single ad group, making performance tracking easier.
- Using Automation Tools: Tools like KDP Rocket and Instant Data Scraper now help me efficiently gather relevant keywords and ASINs.
- Splitting Tasks: Inspired by Cohen’s advice, I now hold separate sessions for keyword collection and ad creation. This keeps me focused and productive.
Lesson 3: Understanding Metrics That Matter
Metrics like impressions, clicks, and conversion rates are at the heart of successful ad campaigns. Here’s what I’ve learned:
- Impressions are Free: Getting my books in front of potential readers costs nothing until they click. This emphasizes the importance of increasing visibility.
- Focus on Conversion Rates: It’s not just about clicks but ensuring those clicks lead to sales. I’ve started closely analyzing my ads’ profitability, considering ad costs and royalties.
- Incremental Adjustments: Raising bids slightly to achieve more impressions and 100 clicks per ad has become a key strategy for testing effectiveness.
Lesson 4: Managing Expectations and Scaling Slowly
Not every ad or book will be a blockbuster, and that’s okay. Here’s how I’ve adjusted my mindset:
- Testing for 100 Clicks: Rather than turning off ads prematurely, I now let them gather enough data to evaluate performance properly.
- Optimizing Underperformers: For books with lower sales, I review their covers, descriptions, and blurbs to ensure they appeal to potential buyers.
- Doubling Down on Success: High-performing books and ads get more attention and budget, but I don’t neglect the others.
Lesson 5: Staying Consistent for the Long Haul
Amazon ads are not a quick fix; they’re a slow burn. Consistency is key:
- Continuous Ad Creation: Regularly building new campaigns ensures I always test and improve.
- Leveraging Promotions: Periodic promotions breathe new life into my books, complementing ongoing ad efforts.
Conclusion: Starting Fresh in 2025
I paused my old campaigns this winter and started fresh with updated strategies and tools. Thanks to Brian Cohen’s insights, I now approach Amazon ads with a clearer understanding and better processes. While there’s still room to grow, I’m confident these changes will improve results.
If you’re an author navigating the complexities of Amazon ads, I highly recommend Self-Publishing with Amazon Ads for its actionable advice. Remember, success in advertising is about patience, persistence, and a willingness to adapt.
What are your experiences with Amazon ads? Let’s discuss in the comments below!
