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AMS Advertising Data Analysis: Understanding Clicks & Conversions

Previously on BookWorks, I introduced the principles of AMS advertising and explored how to coordinate promotional efforts for maximum impact. Today, I’m going to delve deeper into the numbers that AMS (Amazon Marketing Services) Book ads present you with during the course of your campaigns. Read on to discover: How to interpret your AMS advertising How… [Read More]

AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.com

AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.comPreviously on BookWorks, I introduced the principles of AMS advertising and explored how to coordinate promotional efforts for maximum impact.

Today, I’m going to delve deeper into the numbers that AMS (Amazon Marketing Services) Book ads present you with during the course of your campaigns. Read on to discover:

  • How to interpret your AMS advertising
  • How to increase clicks on your ads
  • How to fix the biggest book sales page conversion killers

Decoding Impressions & Click Through Rate

One of the first things to understand when evaluating your AMS advertising campaigns is their performance in terms of impressions and clicks from your ads.

Impressions simply show how many people have seen your ad, while clicks show the number of people who after seeing your ad, clicked on it.AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.com

Some key concepts here include:

  • High impressions but low clicks mean people are seeing your ad but not clicking it, which could be due to relevance, ad copy or your cover
  • Ads that get clicks but aren’t converting to sales means you have an issue with your book’s sales page
  • Adverts performing well in terms of click through rate are candidates for budget increases

So, how do we use this to help our ads?

Step 1: Get More Clicks

AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.comIf your AMS ad has impressions but low clicks, it’s one of two things—your cover isn’t connecting with the shopper and/or your ad copy may not be enticing enough.

Let’s start with covers.
As Amazon uses your book’s cover as an image in your ads, it plays a key role in your clicks to impressions ratio.

The importance of your cover in a crowded marketplace is described by Dave Durden of AMZ Prof as follows:

“The sheer volume of book titles available via the Kindle platform means that book buyers don’t spend too much time looking at any one book. It’s important to have a cover which is able to grab a reader’s attention and cause them to stop and consider the book further.”


Therefore, if you see large impressions, but low clicks, it’s a sign that book shoppers aren’t impressed with your book cover. So, you may need to revisit your book cover.AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.com

Another reason why you have high impressions but low clicks is that your ad copy doesn’t convince someone enough. Some principles behind effective ad copy include:

If you are unsure of the style and tone of your ad copy, spend some time browsing the Amazon store for similar books to yours and analyzing the ads shown. You'll soon see commonalities to the copy you can use.

Step 2: Get More Conversions

If people are clicking your ad, viewing your sales page, and then choosing not to buy, it's usually due to one of the following problems:

An example of an effective book cover is shown below. The cover is taken from Wonder by R.J. Palacio. Next to it is an example of what not to do when it comes to book covers. AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.comLook Inside: Should meet expectations and entice to read on, otherwise take action to fix it.

Scott Allan, writing for Self Publishing School, emphasizes the importance of your description in the following way:

“A book description is essentially a short written narrative that illustrates what your book is about. It should be written like a sales page to capture the interest of your reader. This is crucial because the description, in many cases, is the final factor that determines whether the reader will read your book or not.”

Your AMS Advertising Data Recap

AMS advertising data analysis: clicks and conversions by Dave Chesson for BookWorks.comYou now know how to understand and improve the performance of book ads. If you’re interested in getting to know AMS advertising better, be sure to check out my full free video course on AMS Book Ads.

In a nutshell, remember to:

  • Interpret your level of clicks to impressions and the factors impacting it
  • Write ad copy with the sole purpose of increasing clicks
  • Fix any book sales page issues which could be harming your sales

If you have any personal experience using data to improve your ads, or other tips on this topic, I'd love to hear from you in the comments.


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2 thoughts on “AMS Advertising Data Analysis: Understanding Clicks & Conversions”

  1. Corinna says:

    Hi Dave,
    How do I know what is a good conversion rate? I am averaging 470 impressions to get one click, and 7 clicks to get one sale. My ad has been running for a week.
    I can’t find any data to give me an idea of what my goal should be?

    Thanks!

    1. Dave Chesson says:

      Hi Corinna, the real percentages depends on a lot of factors to include whether fiction or nonfiction and even your genre. But if I had to be general, I’d say that 470 impressions (per day I take it) is pretty low in order to get significant sales. As for the percentage of clicks per impressions, you want to hit a 1-3% range, which you’re well below.

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