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.
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
If 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.
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:
- Punchy. Must grab and retain attention.
- Captivating. Readers must be intrigued enough to click.
- Emotionally appealing. Consider using power words.
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:
- Reviews: Either too few or a low score. Consider proactively seeking book reviews.
- Book Description: Either improve the format of the book description, its written content, or both.
- Book Cover: Should be genre/niche appropriate and look professional.
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. Look 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
You 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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