In my continued desperate attempts to get people to read my books, I decided to try out Amazon Marketing Services. For anyone who doesn’t know what that means, it’s basically a marketing service run by Amazon where you create an ad that will show up when people browse related products. You set a CPC bid (i.e. how much you pay when someone clicks the ad), along with a max budget. Then you sit back and hope the people who click your ad are willing to take the next step and purchase your book!
My marketing adventure …
I set up the ad for my first book, Imminent Danger And How to Fly Straight into It, back in January of 2017. The CPC bid I chose was $0.35 — as in, every time someone clicks the ad, I pay Amazon 35 cents. I tried a cheaper CPC bid (25 cents) but it wasn’t getting any views, so I had to up it a bit to make it worth Amazon’s time to actually show my ad.
My max budget was $200 although, SPOILER ALERT, I totally did not run through all that money. Hahaha, can you imagine? That would mean people would actually have to click the ad.
Sarcasm aside, I did see a tiny bit of return for my investment, although definitely not nearly as much as I put in. Here’s the stats on my campaign, which I ran for about 4 months starting in January of 2017:
Let’s break those numbers down …
17,990 impressions: # of people who saw the ad (or the ad showed up while they were browsing Amazon and they ignored it)
199 clicks: # of people who clicked the ad (costing me 35 cents per click)
1.106% CTR: the ratio of clicks to impressions
199 DPV: same concept as “clicks” (not sure why this is a different stat)
$69.65 Spend: amount of money I spent to get people to click the ad
$0.35 ACPC: average cost per click (because I could raise or lower the click price if I found it wasn’t getting enough views)
6 estimated orders: # of sales they’re pretty sure happened because the customer clicked the ad
$15.94 Estimated Total Sales: the amount of royalties I made off selling those 6 ebooks (which doesn’t make sense because I know for a fact I make less than $2.66 per ebook sold …)
So what does this mean?
I spent approximately $70 to sell $16 worth of books. It’s possible some people clicked the ad, saw the book, decided to buy it later, and therefore their sales didn’t register with the “estimated total sales” measurement — but my sales have been fairly pitiful, so I doubt that. All in all, an interesting experiment, but a failed one in my opinion. I wish it had turned out better, but ultimately the point was to see if the system worked — and for me, it definitely didn’t.
I think this sort of “cost per click” system would work a lot better if the product being sold had a higher sell price — as in, you’re paying Amazon, say, $1 per click, but you make $20 if the product sells. That would make the initial payout worth it. For a $2.99 book, however, I just can’t see how this kind of marketing makes financial sense unless the purchase rate is much, much higher.
Anyone else have experience with Amazon Marketing Services, or something similar? I’d love to hear about it!
Michelle Proulx - Author 