Malcolm Rivera
Amazon Ads are a great way to increase the visibility of your book and reach new readers. Amazon provides a range of advertising options, including Sponsored Products and Sponsored Brands, which can showcase your book to customers where they are already spending their time – on Amazon. With Amazon Ads, you can target specific keywords and products, and set daily budgets to control your ad spend. However, it is important to note that Amazon has strict policies regarding political ads and sponsored products related to campaigns, elections, or political issues. While Amazon states that it bans ads for products related to political campaigns or promoting politicians, there have been instances where sponsored products promoting political campaigns or parties have appeared on the site. As such, it is crucial to carefully review Amazon's advertising requirements and guidelines before launching any ad campaign for a political book to ensure compliance and avoid potential issues.
| Characteristics | Values |
|---|---|
| Amazon's policy on political ads | Amazon bans sponsored products with "content related to campaigns, elections, or political issues of public debate; that advocates for or against a politician or a political party; or that personally attacks a political figure." |
| Amazon's enforcement of its policy on political ads | Amazon's enforcement of its policy on political ads is inconsistent. While the company claims to ban ads for products related to campaigns or to promote politicians, sponsored products promoting candidates' campaigns or political parties can still be found on the platform. |
| Amazon Ads for books | Amazon Ads for books are available for books published through KDP, co-authored books, and books published outside of KDP. |
| Amazon Ads campaign benefits | Amazon Ads campaigns tend to result in more traffic in the form of clicks, help increase visibility for books, and can be used to increase short-term book sales. |
| Amazon Ads campaign budget | Amazon Ads recommends authors start with a daily budget of $10 to keep ads running all day. |
| Amazon Ads campaign bid | Amazon provides suggested bids based on the book being advertised. A modest bid of $0.39 is a good starting point for a Sponsored Products campaign. |
| Amazon Ads campaign types | Amazon Ads campaign types include Sponsored Products, Sponsored Brands, and Automatic Targeting. |
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What You'll Learn
Amazon's stance on political advertising
Amazon's policy on political advertising specifically states that "Content related to campaigns, elections, or political issues of public debate; that advocates for or against a politician or a political party; or that personally attacks a political figure" is not allowed. This policy extends to both ads for products and product listings. However, a CNBC investigation found numerous examples of sponsored products that appeared to violate these rules, including clothing items promoting specific candidates or political parties.
Steve Yates, CEO of Prime Guidance, has stated that he continues to see hundreds of ads for political merchandise on Amazon. These ads often appear as the top results in search queries and include items related to political figures such as Donald Trump and Joe Biden. Despite these observations, Amazon has stated that it requires all advertisers to comply with its advertising policies.
While Amazon's official stance on political advertising is clear, the company has faced challenges in consistently enforcing its policies. The presence of political ads on the site, as well as the removal of some ads that comply with the rules, highlights the complexities of managing political content on a large online platform. As a result, Amazon's stance on political advertising remains a work in progress as the company navigates the challenges of effectively enforcing its policies.
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Sponsored Products and Brands
Amazon Ads offers a great opportunity for authors to promote their books and reach wider audiences. Sponsored Products and Sponsored Brands are two types of Amazon Ads that can be used to market books. Sponsored Products are keyword-targeted ads that enable advertisers to promote certain products. Advertisers bid on particular terms, and ads with higher bids are more likely to be displayed. Sponsored Products can be a great way to showcase your book title on other book product pages and help you reach readers who frequently purchase books on Amazon. You can also have your book title show up when readers are looking for their next purchase in your particular genre.
To create a Sponsored Products campaign, you can start by registering for Amazon Ads and choosing a bidding strategy that suits your budget. A modest bid of around USD 0.39 is a good starting point to get impressions and clicks while keeping your books profitable. You can choose a "Dynamic Bids - down only" or "Fixed bids" strategy to ensure you never spend more per click than your set bid amount. If you're willing to be flexible with your bid amount, you can opt for the "Dynamic bids - up and down" strategy, where Amazon Ads will adjust your bid in real time based on the likelihood of conversion to a sale.
Sponsored Brands, on the other hand, allow you to create ads with custom images and videos to capture the attention of potential readers. Amazon even offers an AI-powered image generator to create images that match your book's theme for free. Sponsored Brands can help you build brand awareness as an author and drive discovery.
It's important to note that Amazon has policies in place regarding sponsored products related to political campaigns, elections, or political issues. Amazon states that it bans sponsored products with content advocating for or against a politician, political party, or political issue. However, there have been instances where such ads have appeared on the platform, indicating challenges in enforcing these policies.
To summarise, Sponsored Products and Sponsored Brands on Amazon Ads offer authors powerful tools to promote their books and connect with readers. By utilising these advertising options, authors can increase their book sales and build their brand.
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Dynamic bids
To set up dynamic bidding for a campaign, advertisers can select dynamic bids - up and down under the Campaign Bidding Strategy section when creating a new campaign with automatic or manual targeting. To update the bidding strategy for existing campaigns, advertisers can go to the Campaign Settings page, select dynamic bids - up and down under the Campaign Bidding Strategy section, and click Save to apply the update.
When creating Amazon Ads campaigns, it is important to consider the costs incurred when bids lead to a sale, including the cost of goods and commission. Amazon Ads also offers a variety of resources to help advertisers understand their advertising reports and how to use them.
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Automatic Targeting campaigns
While Amazon does allow advertising for books on its platform, it is important to note that the company has a policy banning sponsored products with "content related to campaigns, elections, or political issues of public debate". This includes content that advocates for or against a politician, a political party, or that personally attacks a political figure.
Now, let's focus on Automatic Targeting campaigns for your political book:
To set up an Automatic Targeting campaign, you simply need to select the products you want to advertise and set a budget. Amazon will then automatically display your ads for keywords that match your product category, related products, and keywords in your product's description. This is a great way to get started with Amazon Ads and find new keywords. However, it is important to note that your profit margin and ACoS may be at higher risk with Automatic Targeting campaigns.
For greater success, you can run both automatic and manual campaigns together. This allows you to boost demand and make the most of your advertising spend by adjusting your ads based on data-driven insights. It is recommended to run auto-targeting campaigns with a limited budget to discover new keyword themes while also running a manual campaign with high-performing keywords for better control and bidding strategy.
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Ad budgets and portfolios
Amazon Ads offers a range of options for authors to promote their books, including Sponsored Products and Sponsored Brands. These ads can be created with custom images and videos, and authors can target specific shoppers based on similar searches. When creating an ad campaign, it is important to consider your ad budget and portfolio to ensure you stay within your desired spending limit.
When setting up your Amazon Ads campaign, you can choose between Sponsored Products and Sponsored Brands. Sponsored Products campaigns allow authors to put their books in front of readers who are searching for similar books and genres, helping them to discover something new. These ads appear in relevant shopping results and on product pages on desktop and mobile devices. Sponsored Brands, on the other hand, are for authors with three or more eligible titles who want to highlight a collection of books or showcase their author brand. These ads appear below the top of shopping results, within shopping results, and on product detail pages on desktop and mobile devices.
To limit your ad spend, one recommended strategy is to use a modest bid for your Sponsored Products campaign. A bid of around $0.39 is suggested as a good starting point to get impressions and clicks while keeping your books profitable. You can also choose a “Dynamic Bids - down only” or "Fixed bids" strategy, which ensures you never spend more per click than the bid amount you set. Alternatively, the "Dynamic bids - up and down" strategy allows Amazon to adjust your bids in real time, raising them by up to 100% when a sale is more likely and lowering them when it is less likely.
Another way to manage your ad spend is by setting a daily budget for each individual campaign. Amazon Ads suggests starting with a daily budget of $10 to keep your ads running throughout the day. In most cases, a lower bid combined with a lower daily budget may not even spend the full amount. Additionally, you can set a monthly budget cap for your ad portfolios. Portfolios are like folders that organize your ad campaigns, and by setting a budget cap, your ads will pause once they reach the specified dollar amount. For example, you can set a monthly budget cap of $20, and the ads in that portfolio will stop spending once they collectively reach that limit.
When setting your ad budget, it is recommended to consider the overall budget you are willing to allocate to your marketing efforts. You can then decide how much of that budget you want to allocate to Amazon Ads specifically. This will depend on factors such as the number of books you are promoting, the competition in your genre, and your desired level of exposure. It is also important to review the performance of your campaigns regularly and adjust your budgets and bidding strategies as needed to optimize your ad spend.
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Frequently asked questions
No, Amazon prohibits sponsored products with content related to campaigns, elections, or political issues of public debate; against politicians or political parties; or personally attacking a political figure. However, you can still advertise your book on Amazon Ads if it does not violate their Book Advertising Guidelines and Acceptance Policies.
To get started with Amazon Ads, you must be an Amazon vendor, Kindle Direct Publishing (KDP) author, or have an Author Central account. You'll need an active account in good standing with Amazon, and a valid payment method.
It is recommended to start with a daily budget of $10 and a modest bid for your Sponsored Products campaign. You can use Amazon's AI-powered image generator to create custom images for free. Additionally, Amazon provides suggested bids based on the book you are advertising.
Using Sponsored Products on Amazon Ads enables you to highlight your book on other book product pages. You can also have your book show up when readers are searching for their next purchase in your particular genre.
