If you’re looking to boost the visibility of your book and win new readers, Amazon’s advertising platform is a powerful place to do it. Yes to paid advertising all day long! Sponsored Product Ads, in particular, can help you stand out in a crowded market and reach potential buyers who are actively browsing or searching for books. Below is a straightforward, step-by-step guide to get you started.
However (and this is a big however!), I bet you’re not ready to run ads, and I would love to save you some money by making sure you (and your book) are totally ready before you spend one penny on ads.
Step 1: Prepare Your Author Platform
Before you invest in ads, make sure there’s a way for new readers to stay connected with you—beyond just a single purchase. That’s where your author platform comes into play.
- Create or Update Your Website
Even a simple site that showcases your books, your bio, and an email signup form helps establish credibility. Include links to your social media pages, plus an easy way for readers to contact you. - Offer a Reader Magnet
Provide a free short story, a bonus chapter, or any other special content in exchange for readers’ email addresses. This way, when ads drive traffic to your Amazon book page, you can also direct people to your site to join your email list. - Stay Active on Key Social Channels
It’s better to focus on one or two platforms (e.g., Facebook, Instagram) rather than trying to be everywhere. Regular updates and interactions show potential readers you’re an engaged, authentic author and will give them a chance to follow and engage with you that you don’t have to keep paying for (and also, hopefully, get them to sign up for your email list).
An established platform doesn’t just build trust with potential readers—it also means you won’t be depending on ads alone to maintain contact with your audience. Once someone discovers you through an ad, you have a place to invite them where they can become long-term fans.
I’m so serious right now– do NOT PROCEED TO THE NEXT STEP UNTIL THIS IS DONE. Do not spend one penny on advertising, marketing, or book promotion of any kind until you have these things set up. If you do, you are basically pumping money through your book, not building your career and your business as an actual author.If you don’t have a link inside your book to a reader magnet where people can sign up for your email list, you are not ready to run paid ads. Stop right here and set all of that up!!
Step 2: Prepare Your Book Listing
A good ad can only do so much if your product page isn’t ready to convert visitors into buyers. Treat your listing like a mini sales page.
- Book Cover
Make sure it looks professional and matches the style typical of your genre. Think of your cover as a billboard that has just a few seconds to capture attention. - Competitive Analysis
Look at other top-selling books in your genre. Pay special attention to their cover design, book descriptions, pricing, and keywords. Ask yourself what makes your book different or more appealing. Incorporate these insights into your own listing strategy. - Description
Write a concise, compelling blurb that hooks readers right away. If it’s too long or unorganized, visitors may lose interest. Use Amazon-allowed HTML (bold, italics, bullet points) to make it more scannable. - Keywords & Categories
Fill in relevant, accurate keywords so Amazon knows when and where to display your book. Double-check you’re in the best categories to reach your ideal readers. - Reviews
While not strictly required to start advertising, having some positive reviews can dramatically increase your conversion rate once people click on your ad.
Step 3: Access Amazon Advertising
- Log in to KDP: Go to your KDP Bookshelf at kdp.amazon.com and sign in.
- Select a Book: Find the title you want to promote and click “Promote and Advertise.”
- Open Amazon Advertising: You’ll land in the Amazon Advertising dashboard, where you can create and manage campaigns. If it’s your first time, Amazon may provide a quick tutorial.
Step 4: Choose Your Campaign Type
Sponsored Products are the most common and beginner-friendly option for authors:
- Reach Readers in Search: Your ad can appear in search results for relevant keywords.
- Feature Your Book Cover: Readers see your cover, title, and a short text snippet, which is very direct and clickable.
Click “Create campaign” and select “Sponsored Products.”
Step 5: Decide on Targeting
Amazon offers two main targeting methods for Sponsored Products:
- Automatic Targeting
Amazon uses your book’s metadata—title, subtitle, categories, and keywords—to decide who sees your ad. This option is quick to set up and great for gathering data on which search terms convert. - Manual Targeting
You choose specific keywords or ASINs (competing or complementary books). This approach provides more control but requires keyword research.
Many authors begin with an auto campaign to discover which keywords work best, then launch a manual campaign focusing on the strongest keywords or ASINs.
Step 6: Set Your Budget and Bids
- Daily Budget
Decide how much you’re willing to spend each day (e.g., $5 to $10 is typical for beginners). You can increase this later if you see good traction. - Default Bid
This is the amount you’re willing to pay per click. Start modestly—maybe $0.30–$0.50—then adjust if you’re not getting enough impressions or if your costs are too high. - Bid Optimization
For beginners, “Dynamic bids—down only” lets Amazon lower your bid in real-time if it thinks a click is less likely to convert. This helps keep you from overpaying.
Step 7: Create Your Ad Copy (Optional)
Sponsored Products ads typically display your book cover and metadata by default. However, you may have the option to add a short custom text blurb. Keep it brief, focusing on a key benefit or hook for your target readers. Avoid promotional language like “On sale now” or “#1 best seller,” as Amazon’s policies may disallow certain claims.
Step 8: Review and Launch
Double-check everything:
- Campaign name (helps you stay organized if you run multiple campaigns)
- Start/end dates (you can leave it open-ended and pause manually)
- Budget and bids (are they realistic for your goals?)
- Targeting type (auto or manual)
- Ad creative (cover, short text)
When satisfied, click “Launch campaign.” It can take a few hours—sometimes up to 24—for Amazon to approve and start displaying your ads.
Step 9: Monitor and Optimize
Advertising on Amazon isn’t a “set it and forget it” process. Keep an eye on:
- Impressions: If these are too low, consider raising your bid or increasing the daily budget.
- Clicks/CTR: A low click-through rate might mean your cover or ad text isn’t resonating with your audience.
- Sales/ACOS: Look at your Advertising Cost of Sales. Aim to keep it below your profit margin.
- Search Term Report: Especially useful for auto campaigns. Identify which terms or ASINs lead to profitable sales, and which just eat up your budget.
Step 10: Expand with Manual Campaigns
After you’ve gleaned insights from your auto campaign, create Manual Sponsored Products campaigns:
- Keywords: Add the high-performing terms from your auto campaign.
- Negative Keywords: Exclude words that consistently lead to clicks but no sales.
- ASIN Targeting: If a particular competing or complementary book converts well, target that ASIN specifically.
Adjust bids as needed. Raise bids on profitable keywords, lower or pause those that are underperforming.
Step 11: Rinse and Repeat
Amazon advertising is an iterative process:
- Test New Keywords: Trends change, new reader preferences emerge, so keep refining your approach.
- Experiment with Additional Campaign Types: Sponsored Brand ads (if you have multiple books) or Lockscreen ads (on Kindle devices) can also be worth exploring.
- Stay Vigilant: Even small tweaks—like altering your bid by a few cents—can have a meaningful impact on your results.
Final Thoughts
Advertising on Amazon can be a fantastic way to reach new readers, but it works best when you’ve prepared a rock-solid foundation. By building a vibrant author platform, refining your book listing (with a solid cover, compelling description, and smart keyword choices), and understanding how to target your ads, you’ll give yourself the strongest chance for success. Then, once your campaigns are live, stay curious and keep optimizing—because the best results come from thoughtful experimentation and consistent follow-through.
