Let’s talk about Product Display Ads!
Product Display Ads are one of the two types of ads you can make with Amazon. All those ads that appear on the side of the page when you are looking at an Amazon Page? Yeah, that’s them.
Unless you have your Ad Blocker turned on (like me), then you have seen tons of Product Display Ads all over Amazon. Check out any book page on Amazon. You will usually see ads for other books there.
That’s what we are creating this time.
The first thing Amazon will ask you is how do you want to target your ad. It will give you two choices. One of them is to let Amazon take care of that no doubt using its fancy algorithms and stuff.
Don’t pick that choice.
Why? Because the other choice lets you pick exactly what products you want to target. You want your ad to show up for people checking out Harry Potter books? Yep, you can do that. Just enter the name of the product manually and add it. This allows you a lot of control over who will see your ad and that’s a good thing.
No one knows what your book is about better than you. In order to make the best use of this type of ad, you have to target the products that have the readers you are looking for, people who are fans of the same genre.
My book, Devils of Black and Gold, is Urban Fantasy. My initial plan was to target all the Top 100 books in that category.
Then I realized the Urban Fantasy Category might as well be the Fantasy Romance Category as far as Amazon’s Best Sellers are concerned. So yeah, that plan needed some tweaking.
So instead, I googled, “Books like Dresden Files.” I am not sure if I have said it, but I like the series and consider it something of an inspiration. Anyway, that search turned out way more fruitful. I found a forum where people recommended plenty of books they felt were similar.
I added as many as I could. Then a misclick cost me my entire list and ad, and I learned a very important lesson.
Always save as a draft. Remember that one, people.
Anyway, I re-did my ad all over again and got to the next stage: Budget.
Unlike Sponsored Content, you don’t set a daily budget. You set a campaign budget and the minimum one is a hundred dollars.
Now, before any of you get scared, keep in mind that you’re likely not going to spend that much money in a day, a week, or even a month. You only pay for clicks and one or two thousand impressions per 1 click is a pretty accurate picture sadly.
Basically, if you do use up your hundred dollars, it’s going to be over quite a few months at the very least.
After setting the budget, all that was left was deciding on a time frame (4 months), setting the CPC, and writing the ad. The recommended CPC was higher than the one I use for my other ad. However, I went with it. As annoying as it sounds, I have noticed that if you aren’t within the recommended margin, your ad gets very few impressions. Everyone else is bidding higher.
Surprisingly, writing the ad provided a few problems, mainly the headline.
When it comes to ads, writing a catchy headline is a must. I didn’t really need one for my Sponsored Product Ad, but this was different. The first headline I wrote was a standard, “Get it now!” It took me about one day after my ad got approved to acknowledge it was a bad headline so I decided to change it.
Important thing to note here, while you can edit just about every part of your ad after it gets aproved, the actual contect of the ad is a different thing entirely. If you want to change that you have to create another ad which is what I did.
To get some inspiration, I turned off my ad-blocker and went from book page to book page looking at all other book ads. Some were pretty bad. Others were nice.
Anyway, I switched to a better ad and it obviously worked because I got a click right away.
Let that be the lesson this time, write a catchy headline. It helps a lot.