Monday, July 31, 2017

Book Review: Mastering Amazon Ads by Brian D. Meeks

Brian Meeks may be the Mark Dawson of Amazon AdsHis new book, Mastering Amazon Ads is an eye opener. 



I've been running Amazon Ads for several months now, and one thing I can tell you is: They work. 

Over time, Amazon Ads will show your books to millions of potential buyers. Some of them will click on your ads. Some will even buy your books. 

The frustrating thing is that it's nearly impossible to scale your ad campaigns so that you can sell more books. And, that's what this book is all about.

Let me warn you up front. The process isn't easy, and it involves math. (I don't know about you, but that scares the bejeezus out of me. I hate math. I go out of my way to avoid it.)

With that said, I think most readers will employ the basic advice Meeks gives to supercharge their ads. I also think most readers will ignore the tracking portion of the book.

That's a shame!

But, it's math. And, like I said earlier. That's some scary stuff! Did I tell you? I don't like math. I don't like to think about it. I don't like to do it.

Enough said.

Here's the gist of the book.

You need to run a boatload of ads, and you need to constantly monitor their progress.

Just when you think you are running all the ads you need, you need to post more.

Amazon Ads have a shelf life. Some ads last for a few hours or a few days. Other ads can run for weeks, or even months.

Your mission, should you choose to accept it, is to determine when your ads are going to stop running, and have new ones ready to take their place.

Hint! 

This is where math comes into the equation.

Meeks says you need to track when your ads start and stop for each of your books. Once you know your numbers, you can be proactive and have new ads ready to go as soon as the old ones stop performing.

There's more tracking you need to do, such as your cost per click, the number of clicks that turn into sales, and your ROI. The thing is, all of that involves math, so I'm going to refer you to the book for that information.

Here's what I got out of the book.

Meeks gives a great tutorial on how to structure your Amazon Ads, and he gives you four words that will make your ads more successful if you use them.

I recently reworked my ads to follow his formula. I will tell you later how it works.

The other, unexpected bonus, that I really liked is Meeks takes a deep dive into how to write an effective book description. 

He shares several of his best and worst book descriptions. Then, he deconstructs them to show what works and what doesn't.

The book description part alone is worth the price of admission.

Make sure you read it.

Here's the other takeaway I got from reading Mastering Amazon Ads

You need to raise the price of your books.

Seriously! $2.99 and $3.99 is not enough. Meeks says that if you've got a good book, you should price it accordingly.

$4.99 and $5.99 are the new $2.99.

If you aren't pricing your books accordingly, it's going to be hard to make money using Amazon Ads.

Here's my thought.

Read the book.

Follow the tutorials about how to write your Amazon Ads. Sprinkle in the four secret words as much as possible. 

Revisit your book descriptions. 

Rewrite your descriptions so they make readers want to click the buy button.

And, try raising your prices.

Give $4.99 or $5.99 a shot. 

Even if you sell fewer books, you are going to make more money. And, the extra revenue will allow you to run more Amazon Ads.




20 comments:

  1. Thanks Nick! I've been pondering whether to do Brian's training.

    You make some persuasive points here - I'm a fellow math hater, so I need a trail blazed for me into the wilderness of stats and trends. Seems Brian does that in enough detail that even I can follow.

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