Presented by

Jen Martinovic

Account Manager, Amazon Marketing Services

AMS Presents:

Building Your Book Ad Strategy

What we’ll cover

AMS overview

How to define your AMS strategy

Tips and Tricks

Helpful Resources

Amazon Marketing Services is a pay-per-click advertising program

connecting publishers to readers on Amazon.

We offer two channels to reach customers Amazon.com:

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AMS Overview

SearchSponsored Products, Headline Search Ads

• Frontlist or backlist sales driver• Single or multi-title promotion (Series,

author, full catalog)• Boost search visibility• Search result ad placement• Keyword targeted

DisplayProduct Display Ads, Lockscreen Ads

• Increase frontlist visibility• Single title ad format• Redirect reader interest to your titles• Detail page and device ad placement• Interest and product targeted

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How Do Publishers Use AMS?

I need to increase sales and hit a bestseller list at

release of my new book.

I want to create buzz around our 75th

anniversary collection!

I want customers to see our new book – we haven’t

published one like it before.

I need to increase awareness of my titles over

my competitors’ titles.

I need to move inventory before it gets too stale and we start losing money on it.

I want to showcase a series so readers get caught up

before the next book comes out.

I want to build a brand on amazon.com.

I just want to sell more books on Amazon!

Defining an AMS Strategy for Books

Part 1: How do I choose which books to advertise?

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Choosing which books to advertise

How many titles am I promoting?

What is my campaign objective?

When should my campaign run?

Single Title

Multi-title

Frontlist Backlist

Series Authors Brand

Sales

Visibility

Brand awareness

Search

Display

Amazon Pages

Publication date

Seasonality

Campaign duration

Pre-order 0-6 months 6+ months

Holidays Events Peak Traffic

Limited run Evergreen

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Deciding when to advertise

Sample Publishing is primarily focused on the

romance genre, but are recently considering

advertising their first sci-fi title.

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Example: Sample Publishing

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Example: Sample Publishing

How many titles am I promoting?

What is my campaign objective?

When should my campaign run?

Single Title Frontlist

Visibility• Display• Single-title Search

Publication date

Seasonality

Campaign duration

0-6 months

Events Peak Traffic

Limited run

Take advantage of known traffic spikes to get your titles in front of more customers.

Think beyond basic holiday periods and consider those such as Father’s Day,

Mother’s Day, Back to School and Prime Day, and Summer reading lists

Identify large-scale media events that may pique interest in your genre

Likewise, be aware of low-traffic months, such as July

Plan ahead for these seasons- have campaigns running in full swing by peak

points

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Applying Seasonality To Your Campaign

Defining an AMS Strategy for Books

Part 2: How do I structure my ad budget?

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Structuring your advertising budget

Annually

Quarterly

Title-level

Remnant

• Develop AMS media plan• Promote mix of pre-orders, new releases and

backlist

• Consider seasonality and focus more of your budget on peak seasons

• Start promotion early to capture preorder volume

• Recommended 4-6 week campaign run

• Prioritize key titles against objectives• Based on results consider assigning dedicated

AMS budget

Sample Publishing is ready to set their budget for

their new sci-fi title. They have a limited budget

given that they are testing a new genre.

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Example: Sample Publishing

Minimum 4-6week campaign length

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Example: Sample Publishing

Title-level

Run initial campaigns to see what works in the genre

Try more than one ad type

Expand targeting to reach crossover audiences

Identify events that will increase interest in the genre

Comic Conventions

Blockbuster movie releases

Defining an AMS Strategy for Books

Part 3: How do I reach the right audience?

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Refining Audience Reach

Find new readers

Build on brand recognition

Focus on format

Target related genres, titles and authors

Cross sell new titles to your loyal readers

Print

eBook

Top level genres

Related subgenres

Best selling titles and authors

Key themes

Kindle Store Placement

Higher sale price = higher ROI

Title and character names

Lockscreen Ads

Let’s apply this audience reach model to our Sample

Publishing example.

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Example: Sample Publishing

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Refining Audience Reach

Find new readers

Build on brand recognition

Focus on format

Target related genres, titles and authors

Cross sell new titles to your loyal readers

Print

eBook

Science Fiction

• Space Opera • Alien Invasion

• NYT BestSellers• Amazon Charts• Author Pages

Alien Romance

Highest opportunity for visibility

Eleanor Finds Love in Outer Space

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Tips and Tricks

Mind your format: eBook campaigns open up Kindle Store placements

Combine ad types: Pair Search ads with Display to maximize your presence

Continuous lifecycle coverage: Run campaigns continuously to maintain presence onsite

Give your ads time to work: Ensure two weeks’ lead time for new releases and more for

events and holidays

Genres have nuances: Conduct tests to find what works best for your genre(s)

Which genres’ readers have the closest affinity to popular authors?

Which genre ads work best on devices?

Which genres perform best with broad targeting vs narrow?

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Tips and Tricks

Resources and upcoming

webinars

Getting Started Guide

Keyword Strategy Guide

Book Ads Acceptance Policy

Publisher Resources

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Resources

• Introduction to Book Advertising on AMS, October 12, 2017

• Setting up Your Book Ads on AMS, October 26, 2017

• Building your Amazon Store for Books, November 9, 2017

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Upcoming webinars

thank youGet started today at

ams.amazon.com