Presented by

Kathleen Donahue

Marketing Manager, Amazon Marketing Services

AMS Presents:

An Introduction to Book Advertising

Housekeeping

What we’ll cover

1. Overview of Amazon Marketing Services (AMS)

2. Why Use AMS for Books

3. Intro to AMS Ad Types

AMS Overview

Amazon Marketing Services is ___________.

A. A self-service advertising program

B. A pay-per-click advertising program

C. An advertising program with unique benefits for book advertisers

D. All of the above

5

What is Amazon Marketing Services?

Amazon Marketing Services

provides online advertising

products to promote and sell

products on Amazon.com.

AMS ads help vendors compete

more effectively for shoppers’

attention in highly competitive,

high-traffic areas on

Amazon.com.

6 *Active customer accounts represent accounts that have placed an order in the past 12 months

What is Amazon Marketing Services?

• Access to over 300mm active

customer accounts worldwide*

• Low cost of entry - $1 per day

• Pay-per-click advertising

• Features and benefits

exclusively tailored for book

advertisers

Why use AMS for books?

As a book advertiser, I can use AMS to ___________.

A. Generate sales of new releases, even before they publish

B. Increase interest in my older titles

C. Showcase series, collections or featured authors in one campaign

D. All of the above

8

What is Amazon Marketing Services? Cont’d

9

Why Use AMS for Books?

Amazon Marketing Services offers a unique opportunity for promoting books on Amazon.com

Compete for title visibility amongst best-selling

titles and authors

Reach your niche audience and expand your

reader base

Redirect reader attention from related titles to

your own

Promote new releases to drive sales

10

AMS Ad Solutions for Books

There are four ad types available for book vendors, bucketed under the search

and display channels.

Search Display

11

Ad types for all Use Cases

3+title promo

Collections –author,

imprint, topic, series

1 or more title promo

Frontlist or backlist

Evergreen campaigns

Single title promo

Cross sell to other

products (even outside

of books)

Search Display

Intro to AMS Ad Types

I am a new advertiser. I should begin my AMS journey

with _______________.

A. Sponsored Products

B. Headline Search Ads

C. Product Display Ads

D. Lockscreen Ads

13

Sponsored Products

Boost search visibility with keyword targeted campaigns

Readers see ads based on the search terms they use to find books

Can be used to promote new releases or backlist titles

Can run continuously to remain top-of-mind for interested readers

over time

Increasing search visibility for a newer author

Promoting backlist titles for a popular author or genre

Relating your titles to large-scale authors or series in your genre

14

Sponsored Products: Placements

Ads serve at the top and

bottom of search results

and on detail pages

Delivers relevant ads

targeted to customer

searches

Desktop and Mobile

(web and in-app)

Sends shoppers from

ads directly to title’s

detail page

15

Sponsored Products: Targeting

Sponsored Products are Targeted by keyword

Automatic Targeting

Amazon automatically targets your ad by generating

keywords related to the title you want to advertise.

Manual Targeting

Choose from a list of suggested keywords based on

your title and add your own keywords you think are

relevant to the audience you want to reach

16

Sponsored Products: Custom Text

Sponsored Products

placement use custom text

A well-written blurb entices the

reader by giving them more insight

into the content of your book.

Customers landing on your detail

page are more engaged and more

likely to convert.

Include enticing plot themes,

highlight favorite returning

characters, or even use a

cliffhanger to get readers to click

17

Headline Search Ads

Build brand recognition and series visibility with keyword targeted

campaigns

Showcase series, collections, or author catalogs

Readers see ads based on the search terms they use to find books

Generate high impact visibility during related events

Enhance your brand presence through curation of your catalog

Publishing a highly anticipated next-in-series

Highlighting your brand’s deep catalog of space-age science fiction

Promoting a new release by an established author

18

Headline Search Ads: Placements

Ads serve above search results,

highlighting multiple titles

Delivers relevant ads targeted to

customer searches

Desktop and Mobile (web and in-app)

Sends shoppers from ads directly to

curated page, or build an Amazon

Store

19

Headline Search Ads: Targeting

Headline Search ads are Targeted by keyword

Manual Targeting

Choose from a list of suggested keywords based on

your titles and add your own keywords you think are

relevant to the audience you want to reach

20

Lockscreen Ads: Placements

Gain visibility for new releases with E-reader

users Readers see ads when they express interest in a

targeted genre or subgenre

Can be used to promote new releases

eBook only format allows you to increase visibility for

digital titles

Highlighting an important new release

Driving consideration for a lesser-known title in a top

digital genre, like romance

Reaching eBook-only audiences with top-selling

print titles

21

Lockscreen Ads: Placements

Ads serve on Kindle E-readers’

Lockscreen and Home screen

Build title awareness by exact and

related genres or subgenres

Only eBooks are eligible, giving

you access to digital readers

Works best for generating interest

in frontlist titles in top digital

genres, like romance, mystery and

thriller and science fiction and

fantasy

22

Lockscreen Ads: Targeting

Lockscreen Ads are targeted by interest:

Reach genre readers actively engaged with

their Kindle E-readers

Target shoppers by the genres and

subgenres they are browsing in

Allows you to display ads to niche

audiences interested in your subgenre

23

Product Display Ads

Influence shoppers viewing titles that are similar or

related to your books

Ads are targeted by interest or product, giving you options for

finding the right audience.

Can be used to promote new releases or backlist titles

Can run continuously to remain top-of-mind for interested

genre readers over time

Offering an alternative to a reader considering purchase

Promoting a limited run deal

Relating your title to a best-selling author in the same genre

24

Product Display Ads: Placements

Ads serve on product detail pages

Desktop ad placement reaches shoppers at point

of purchase and redirects to your title

Build title and brand awareness by targeting

similar books or popular authors in your genre

25

Product Display Ads: Targeting

Product Display Ads can be targeted two ways:

By Interest:

Target shoppers by the genres and

subgenres they are browsing in

Reach niche audiences interested in your

subgenre

By Product:

Select related categories, or similar titles and

authors to target your ads

Offer your title as an alternative at point of

purchase

Cross Sell by targeting related products

outside of books

26

Campaign Reporting

Understand the impact of your advertising

with easy-to-use reporting tools

Track your performance at a campaign

level or down to the individual keyword

Monitor your impressions, clicks, spend

and sales in one convenient location

Revise your budget allocation,

campaign duration and bid amounts as

your campaign runs

Reports can easily be downloaded

directly to your computer

27

Getting Started is Easy

Log In to your AMS account at

ams.amazon.com

Select the ad type you’d like to

use and follow the instructions in

the ad builder.

28

Resources and Upcoming Webinars

Upcoming Webinars

• 10/26/17: Setting Up Your Book Ads

• 11/9/17: Building Your AMS Store for Books

Resources

• Getting Started Guide

• Keyword Strategy Guide

• Book Ads Acceptance Policy

• Publisher Resources

thank youGet started today at

ams.amazon.com