Amazon Ads Tutorial for KDP (2024)

About this video

Note: this video’s available caption track is in Arabic; summarized from that track. Amazon Ads expert Rick Wong, founder of SellerMetrics, walks through a six-step optimization process for Sponsored Products campaigns for books. First, stop the bleed: in the Targeting tab over the widest available date range, filter for targets with more than 10 clicks and no orders and cut their bids aggressively to the minimum, given in the example as 0.02. Next, lower bids where ACOS is high — sharply for targets over 100% ACOS, and by 25% for targets above your break-even level. Wong explains break-even ACOS as royalty divided by book price, using his own example of $6 divided by $14.99, about 40%, so anything noticeably above that, such as over 45%, counts as high. Conversely, raise bids by 25% on low-ACOS winners, framed here as at or below 25%. Finally, clean up search terms: add terms with many clicks and no orders as negative exact keywords, and harvest terms that produced orders into the campaign as new keywords across match types, bidding highest on exact match.

Key takeaways

• Calculate your break-even ACOS as royalty divided by book price before judging campaign performance, rather than using a generic threshold
• Cut bids to the minimum on targets with more than 10 clicks and zero orders to stop wasteful spend
• Reduce bids on high-ACOS targets — the walkthrough uses cuts of up to 50% for extreme cases and 25% for moderately high ACOS — and raise bids by 25% on proven low-ACOS targets
• Regularly add high-click, no-order search terms as negative exact keywords in both manual and automatic campaigns
• Promote search terms that generated orders into proper keywords in exact, phrase, and broad match, with the highest bid on exact

Episode details: published April 5, 2024 · 8:25 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dale L. Roberts’s own claims, shared for education — they are not typical or guaranteed.

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