And as Cassie said - remember your profit margin is likely smaller on a paperback, so beware of your ACoS value.
For me, my paperbacks normally reap a higher profit margin (ex: ebook: $2.06; paperback: $3.21). One title especially, due to that title's ebook version is 'fixed' format (ebook: $1.71; paperback: $2.38). The royalty for fixed format with Kindle as you can see sucks, lol. Also fixed format has a smaller audience since not all devices can read it. That majorly sucks.
Since my other (latest) pen names' books were taking priority with my writing time, that particular one-off book had been hibernating until I started the AMS ads mid-2016. I figured better to try it out and see if it helps with visibility than to just let it sit collecting dust.
Now it's almost a 'set and forget' one for me but here's my stats so far:
- 5,189,061 Impressions
- 4,758 Clicks
- $0.02 ACPC
- $78.52 Spend
- $1,159.59 Total Sales
- 6.77% ACoS
My royalties/profit is of course around a quarter of the total sales shown (since this one sells mostly the paperbacks), which is not much, but I'm satisfied with that for now, especially for a title that had lost visibility in 3 years, and not likely to do any better without adding more books to that pen name (which I can't do right now).
I do bid higher on my 'active' pen name's book though, so my ACoS isn't as low as the 'inactive' pen name's book, but because that book (first book in the series) leads to sales of my other books in the series and even my boxed set, my 'total' royalties and profits are much higher, so I'm not concerned about the higher ACoS (currently at 64%).
Depending on what the objective is, we have to look at the whole picture and derive our strategy on a case-by-case basis. So, not always should the ACoS be the determining factor on whether the campaign is successful or not, is what I'm sayin'. For me, the sales on the follow-on books for my series makes it worthwhile.
When I stop showing sales from my ad, then I'll rethink my AMS strategy.