In this week's episode, we share five tips for effectively using Amazon Ads for indie authors.

This coupon code will get you 25% off the ebooks in the Sevenfold Sword series at my Payhip store:

SEVENFOLD25

The coupon code is valid through January 19, 2026. So if you need a new ebook this winter, we've got you covered!

TRANSCRIPT

00:00:00 Introduction and Writing Updates

Hello, everyone. Welcome to Episode 285 of The Pulp Writer Show. My name is Jonathan Moeller. Today is January the 9th, 2025 and today we are discussing five tips for Amazon ads for authors. We will also have Coupon of the Week and a progress update on my current writing and publishing projects.

So let's start off with Coupon of the Week. First up is Coupon of the Week. This week's coupon code will get you 25% off the ebooks in the Sevenfold Sword series at my Payhip store. That coupon code is SEVENFOLD25. And as always, the coupon code and the links to my Payhip store will be available in the show notes for this episode. This coupon code will be valid through January the 19th, 2026. So if you need a new ebook for this winter, we've got you covered.

And now for an update on my current writing and publishing and audiobook projects. As of this recording, I am about 68,000 words into Blade of Storms, which will be the third book in my Blades of Ruin epic fantasy series. I think the book will be about 100,000 words, give or take, so that means I'm 68% of the way through. And I'm really hoping I can finish the rough draft by the end of the week of the 12th, if all goes well. So hopefully finishing up the rough draft by the 16th or the 17th, if all goes well, but we'll see if I can get there or not. I am also 9,000 words into Cloak of Summoning, which will be the 14th book in the Cloak Mage series. Hopefully that will come out a month or so after Blade of Storms. I'm hoping Blade of Storms will come out in January, but it might be tight. And then Cloak of Summoning will come out the month after that.

In audiobook news, Brad Wills is working on recording Blade of Shadows, the previous book in that series and Hollis McCarthy will start recording Cloak of Titans, the 11th book in the Cloak Mage series, at the end of this month. And a few people asked if Wizard-Assassin was going to have an audiobook. It will. Leanne Woodward will record it in March, if all goes well. So that is where I'm at with my current writing, publishing, and audiobook projects.

00:02:12 Main Topic of the Week: 5 Tips for Amazon Ads for Indie Writers

And now let's move on to our main topic of the week, five tips for Amazon ads for indie writers. And let's not beat around the bush here. Amazon ads for writers can be extremely difficult to figure out, especially when you're just starting out. The advice you'll find online can be contradictory or confusing, and it doesn't help that books tend to act very strangely in terms of advertising compared to other products.

A while back, I was chatting on Facebook with someone else who does Amazon ads, and he mainly does cosmetics reselling, and he was shocked by how much a click for an ebook would cost compared to a click for say like a six pack of shampoo or whatever. And that's just the nature of the market category that ebooks are in. Because of that, the advice you'll find online can be contradictory or confusing. Some Amazon ad experts insist that you devote at least an hour or even two a day to managing your ad results and then have intricate formula-filled spreadsheets for doing so, while others advise you to set them and forget them. Advice about the bids and spending vary wildly. It can be very easy to get overwhelmed or overspend starting out, but that doesn't have to be the case. I will say that compared to Facebook ads or BookBub ads, it is a lot harder to accidentally lose a lot of money on Amazon ads because regardless of how you configure your Facebook ads or your BookBub ads, Facebook in particular will cheerfully spend your ad budget and give you nothing in return if you haven't configured or targeted your ad correctly.

By contrast, an Amazon ad that doesn't work tends not to display and therefore doesn't spend any of your money. So when I'm talking ad platforms for beginners, I tend to recommend that beginners start out more on Amazon ads just because it's much harder to lose money, but it's not impossible, which is something to keep in mind as we get into that. I'm not going to get into the individual specifics of how to set up Amazon ads today, since there's many other people out there who provide that information and probably do a better job than I would. That said, I'm going to just focus on broad principles based on things I've learned instead of providing a specific step-by-step guide for the topic. So without further ado, here are five lessons I've learned about Amazon ads for writers in the last eight or nine years that I've been learning them.

#1: Do your research before you start. It can be tempting to dive in right away, but before you spend a single cent on Amazon ads, you should take the time to learn how the bidding process works and how keyword and category ads work. You should also familiarize yourself with other books and trends in your categories. Your book and its ad copy should feel like it belongs with the others in your category and genre. For example, having a neon pink, high heel boot, and flowers [on a cover] in the political thriller category doesn't match the colors since most political thriller books tend to have a solitary dark figure walking in the opposite direction of the camera and many, if not most of the books in the genre have that kind of cover design.

Optimizing your book cover for the category before you start doing ads can make a huge difference in the ad results you see. And this is true on many levels as well since when indie authors ask, "Why isn't my book selling?", the number one thing to fix in like 90% of the cases is a bad cover that looks like it was done in Canva or was slapped out of an AI like Copilot or ChatGPT or something that is immediately off-putting to the reader because it's not attractive.

You should also make a set budget before you start out and make sure that your daily budgets for your campaigns reflects that budget instead of using whatever daily budget or bids that Amazon suggests for your ad campaigns. Amazon likes to suggest pretty high suggested bids in daily spending limits, which isn't a great use of money if you're just starting to learn how the ads work. And as always, in business it is very, very, very good advice and a very good idea not to spend money that you don't actually have.

#2: Targeting is everything. We've all seen baffling book results when browsing on Amazon. For example, once when I was searching for space opera books, a book on visiting Wisconsin Dells as a tourist showed up as a sponsored result in my search, which is insane because I was searching for space opera books. Sometimes an author will choose to advertise in too many categories or choose ad keywords that don't represent their book well. That's the most likely reason why you see things like that Wisconsin Dells book in search results that don't match it. I've told this story before on the podcast, but our transcriptionist once was taking a class on Amazon ads and heard someone say that they wanted to advertise their gritty memoir in every possible category because everyone should read their book. And I think that is a small-scale example of hubris because someone shopping for children's picture books or Spanish language technical manuals is very unlikely to buy that book. Someone looking for a romance novel might be actively annoyed if they start reading that gritty memoir expecting a happily ever after love story and might leave a negative review since they didn't get the book content that they expected.

One of the foundational principles of book marketing is that your book is not in fact for everyone. Your book is for a subset of the reading population. The key to successful advertising is to find a way to advertise that book to the subset of the reading population that would actually be interested in reading your book. There's a reason that when you are publishing your book through Kindle Direct Publishing, Amazon wants you to pick three categories for your book and that is in part because they know books do their best when they're paired with other books in the specific topic or genre. It's not a bad thing to focus your desired audience for a book when marketing it.

In fact, ad targeting will save you time and money and help people to find your book. Your goal isn't to find every possible reader for your book. It's to find the readers who are most likely to be interested in your book in the subset of the reading population that I was talking about earlier. The more focused that your category targeting is, the better this process will be. For example, picking romance as a category is so broad and so competitive that you might not get any traction at all on a small bid. Choosing a more targeted category like "Amish romance" or "clean and wholesome romance with a happily ever after ending" that is more targeted is better both for helping readers to find your work and for getting good results on your ads.

#3: Start small. My best advice is to ignore Amazon's suggested bid amounts and start out with a small per click bid and daily budget. It may take a few weeks to see results using that method, but it's best to start small and gain some understanding of Amazon ads before you spend lots of money that you may not be able to earn back. Some smaller categories like children's books and technical manuals actually do pretty well with very small bids.

Aggressive bids make more sense when you have the data to know that they're going to work well and reach the exact audience that you want to see them. As a new author, it's not your best bet to chase the biggest authors in your category as keyword targets. Bids for those authors will be extremely high and competitive. It's most likely better to find comparable authors in your categories with less expensive bids starting out.

Amazon will suggest you advertise in a wide variety of countries (in fact, every country in which they currently offer the Amazon ads platform), but it's probably wisest to start out with just the US before expanding to other countries. Starting with Amazon's largest market will provide you with a lot of ad result data that you can use to refine your ads before you try them in other countries. If you're based outside the US, it may make more sense to start out with the country you're most familiar with. For example, if you're a UK author or a German author, you might have better luck starting advertising your books in Amazon Germany or Amazon UK than in Amazon US.

#4: Be patient. And I have to admit this is the hardest one, whether you are just starting out or like me, if you've been self-publishing for almost 15 years because you want to see results now, now, now, but that's often not the case and the best results usually come with applied effort over a span of time. If you're just starting out and your bids are small, it will most likely take at least a few weeks to see a significant amount of impressions on your ads. Don't adjust for anything for at least a couple of weeks unless an ad is spending more than you'd like or is getting a lot of poorly targeted searches to it, which can frequently happen with autotarget ads.

#5: Check your Amazon ads dashboard regularly. It's important to review your ad spending regularly and to keep an eye on it, not to maybe obsessively deep dive into it but to keep an eye on it. Sometimes an ad can go a bit haywire and start spending more than you want, seemingly at random. It's good to go into ads that are doing this and see if they need some negative targeting added to them or something needs to be adjusted.

The reverse of that is to not check the dashboard obsessively. It can be tempting to do that, but it's what I call a writing adjacent activity that can take too much time away from your actual work of writing. For myself, what I do to check Amazon ads is I just glance at the dashboard at least once a day to make sure that the spending isn't out of control or there isn't something big and obvious that I need to fix. And then at the midpoint of the month and the end of the month, I do take about an hour to do a deep dive into each of the campaign groups I have running to make sure that they are turning a profit, which is the main point after all, and to make sure that nothing is going wrong. And I've been doing that schedule for a couple of years now and that works pretty well for me. Check the dashboard once a day and then a deep dive twice a month to make sure that nothing is going berserk or that something is broken that I need to fix.

Now, your ad results can also teach you how people are searching for your books and what other topics and authors are searching for, and this can be a great source for creating keyword ads. I found in the last few years that keyword ads really work a lot better with nonfiction books. And if you're going to use them for fiction books, you need, at least in my experience, at least a very focused keyword ad list with like less than 10 keywords. But as always with anything in Amazon ads, your mileage may vary. So those are my five broad lessons for creating Amazon ads for your book. It can be a frustrating process and there is a bit of a learning curve, but it can also teach you a lot about your potential readers and how they are trying to find your books or what appeals to them about your books specifically. Like many things in life, there are many ways to do it and succeed, but these are a few of the things I've noticed make a difference when working with Amazon ads and I hope you will find them helpful.

So that's it for this week. Thank you for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes on https://thepulpwritershow.com. If you enjoyed the podcast, please leave your review on your podcasting platform of choice. Stay safe and stay healthy and we'll see you all next week.