Customize the Headlines of Your Cost-Per-Click KDP Ads

Sometime back in January, Kindle Direct Publishing launched its new pay-per-click advertising campaign through Amazon Marketing Services. The service is only available for any KDP select titles, meaning, they must be exclusive through Amazon. I decided to try out campaigns for both of my e-books that were already in KDP select and KDP Unlimited.

Some said that this would put indie books in the big leagues, while I think it’s more like the minor leagues. Why? Because the ads are so small, not much bigger than one square inch and with very little information: The title, the number of ratings and the star rating, the price and a very small thumbnail of the cover. The ads are often times placed low on the page while professional ads, purchased with some big ad dollars, are strategically placed for maximum clicks.

I’m not the first to say this that this form of advertising is really hit and miss, and for me, after running four campaigns for nearly a month, I saw only a marginal bump in sales. I have included a chart for you to see. From the four campaigns, the highest click-through-rate was an abysmal 0.273%. That’s like a quarter of a percent. Pretty bad, huh? It wasn’t any great disappointment and worth the few dollars I spent just to see what would happen.

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That was until yesterday, when KDP announced that you can now create a custom headline for your ad. This, my friends, is a REAL game changer by adding a custom title that makes the ad pop, using targeted words that you create.

I started a new campaign with the headline. Here’s how I did it. Select the book from one of your KDP titles:

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Target your ad by product or genre. I chose genre with targets: Teen and Young Adults and Romance.
Next, select a campaign name, cost-per-click, the budget and start and end date.

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Finally, write your headline (choose wisely because you won’t be able to change it once you’ve submitted it for review) and preview your ad. The one glitch that I encountered is that no matter what format of ad you choose, it will always default back to 270 x 150 pixels. Then submit your campaign for review. This might take about a day.

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Two days later, I can view my new campaign with surprising results. With 800 impressions, 5 clicks and 7 detailed page views, I have a click-through-rate of 0.611% which is more than double my best campaign. And that’s just in two days!

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I can’t tell if that will mean more sales or sales dollars in my pocket, but it is certainly encouraging.
Once the campaign is over in a months time, I will show you the final results to see if truly, this is worth it in the end.
H.L.

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