Amazon Ads Mastery: Keywords vs. Categories
Key Takeaways
- Keyword targeting is high-intent but the 'bidding war' makes it expensive
- Category targeting is broader and often yields a lower CPC (Cost Per Click)
- Use 'Negative Keywords' aggressively to prune unprofitable traffic
- A successful campaign starts with 30-50 highly relevant keywords
The AMS Battleground
Amazon Marketing Services (AMS) is the gas in the tank for your self-publishing business. But without a strategy, it's just a drain on your bank account.
Keyword Targeting: The Sniper Approach
When a user searches 'how to train a beagle', and your book appears, that's keyword targeting. It's high-intent because they are actively looking for a solution.
Pro: High conversion rates.
Con: High competition and expensive bids.
Category Targeting: The Net Approach
Category targeting places your book on the detail pages of other books in a specific genre. You're catching readers who are browsing.
Pro: Lower Cost Per Click (CPC).
Con: Lower conversion rates since they aren't 'actively' searching for you.
Bidding Formula
Max Bid = (Desired ACOS × Royalty) × Estimated Conversion Rate.
Which Should You Use?
New books should start with **Automatic Targeting** for 2 weeks to gather data. Then, extract the winning search terms and move them into a **Manual Keyword Campaign**. Simultaneously, run a **Manual Category Campaign** on top-selling books in your niche to 'poach' their traffic.
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