Once you’ve polished your book, crafted a book page that sings to your target audience, nailed your research for the right targets, and set your campaigns running (phew, just writing that made me need a coffee!) — what’s the next step?
Let’s not sugarcoat it: Amazon is a bustling marketplace. There are millions of books jostling for attention, and only a few make it to the spotlight. To tip the scales in your favor, we need to maximize two key things: getting seen (impressions) and getting clicked (interactions).
Why? Because both pave the road to what we all want: purchases and/or reads!
The Secret to Maximizing Success: Break Even Goals
BooksFlyer’s optimization approach is inspired by expert advice (shoutout to Ricardo Fayet) and tried-and-true results we’ve seen ourselves. The magic formula? Aim to break even—cover your ad spend with the revenue you generate from ads.
But why break even?
Competitive bids are key. Since Amazon asks for competitive bids, we want to give it as much as we can, without cannibalising our total revenue.
Snowball effect. If your book resonates with its audience, this visibility feeds into overall sales and page reads, boosting your rankings and revenue.
Standalones: A Clear Goal
For standalone books, the math is simple. Aim for your ad revenue (as displayed in the Amazon Ads dashboard) to match your ad spend.
Series: Choose Your Strategy
Advertising a series? Here’s where things get a little trickier. Your break-even goal depends on how you approach the campaigns:
Advertise only Book 1 in the series. If you aim to break even solely on Book 1’s revenue, it’s going to be tough to stay competitive. Instead, factor in the revenue from read-through—the sales and page reads from subsequent books in the series. This gives you a more realistic break-even point, even if it won’t show up directly in your Amazon Ads dashboard.
Advertise all books in the series. By promoting multiple books in the series, a portion of your read-through revenue will be reflected in your Amazon Ads dashboard. In this case, you can aim to break even based on immediate ad revenue, similar to the standalone strategy.
💡 Pro Tip: Deciding whether to advertise just Book 1 or the entire series can be a bit of a challenge. There’s no one-size-fits-all answer, but I’ve shared some tips here.
Next steps
Now that we understand the break-even goal, it’s time to configure BooksFlyer’s metrics to align with your strategy.
P.S.: Thinking of mixing books from different series or formats in the same campaign? Resist the urge. Keep things organized to ensure your campaigns are optimized effectively.
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