Hi all. I'm the original poster, and here's an update after 2 months continuously running my intro-to-series book with an AMS ad. Keep in mind that my results may (probably will) be different than yours.Book:
"1609" (Book 1 of The Manhattan Series
short! It was 100 pages but now Zon has inexplicably increased it to 141 pages after I updated the cover; no idea why.Price:
$0.99, series intro (no change during 2-month AMS period)Exclusivity:
KDP Select/KU throughout the 2-month AMS periodAMS Type:
Sponsored ProductDaily Budget:
Manual (keywords updating)
Here's a quick Before and After looking at the Campaign view:Campaign Thoughts:
* You'll see above that I stopped the "1612" campaign after one month. I was just spending too much money for the return; wasn't getting the click-to-sales conversions. Maybe because it was Book 2 of the series? At triple the price of Book 1? And I had "booked" so much in Spend amount that it would probably not turn itself around; in fact, you can see clearly in the ACoS columns that it was going in the wrong direction. So I stopped it and focused on the series intro book ("1609").
* The big news (and something I worked diligently at) is that the campaign ACoS for "1609" dropped from 113% to 51%. Some people say that this metric isn't important but I disagree. The average ACoS shows in a quick glance where the Spend-to-Sales ratio is (if you allow for enough time to pass). Admittedly, the individual keyword ACoSes are even more important, but this one is valuable, too.
I had to work hard on getting this ACoS down to less than half of what it was. This was accomplished by incrementally adjusting all the active keywords, mostly adjusting them DOWN ($0.04-$0.09 was the best range, with some high-sellers bidding in the very low teens). In my genre (historical fiction), I got 3k-4k Impressions per day, always some Clicks per day, and 0-3 Sales per day, and I NEVER hit my $1 daily budget (usually half that) once I dropped my Bids. This created a nice, low-budget trickle effect with the following results over the 2 month campaign:
-- 638 Impressions per Click
-- 9.2 Clicks per Sale
* On the surface, you might think that a 51% ACoS is losing money (at 35% royalty), but in my case, you'd be wrong. The main reason is that my KU reads were still high compared to the baseline before I started the campaign. And with this .99 book, Reads are worth equal or more than outright Sales. Although it's hard to know exactly how many Reads were a result of the AMS campaign versus organically, here's how the Reads chart looks for 90 days:
* Then there are the other soft benefits that are also hard to quantify, but that nevertheless add to the ROI picture with AMS (in my view):
-- Sales bump from every KU borrow.
-- Increased visibility with extra exposures of book. Here's how this ad looks recently on Page 1 of a high-selling comparable book (and yes, I got AMS Sales from this ad placement):What's Next?
* I may create a new "1609" ad with an updated blurb and restart. Not sure if I'll keep this one going simultaneously.***3/10/17 UPDATE: have started a new campaign for same book and paused this one
* I might create a 3-book series AMS ad. Amazon has given me the OK for doing this as the series has its own SKU (product page). It's worth a try.***3/8/17 UPDATE: Amazon says: no dice on doing a Series AMS ad. Sad!
Your comments welcome.