Blog to Book Project — Creating a Lockscreen Ad Campaign on Amazon

Lockscreen ads appear on Kindle and Kindle Fire devices of people that have read a book related to one of your target words in the past. Lockscreen ads are only available for eBook promotions, not paperback. 

They are charged on a cost-per-click. So if no one clicks on your ad, you aren’t charged for it. When readers do click on your ad, they are taken to your eBook’s detail page on Amazon. These types of ads are only available on Amazon.com.

After choosing the Lockscreen ad option, you’ll be taken to the page to set up your ad campaign. Here, you will enter a campaign name to help you keep track of different ads. It’s not information that is visible in the ad. It is for your organizational use only. 

Then choose a start and end date for the ad campaign. The start day will always be two days from the date you submit the campaign to Amazon for review. Amazon recommends you run your ad campaign for at least four weeks. 

To figure out what your lifetime budget is, multiply the number of days you want the ad to run by your daily budget. The minimum lifetime budget is $100, so you’ll have to plan to spend at least that much for each ad campaign. Remember, if no one clicks on your ad, you aren’t charged with this sort of campaign, so that $100 could stretch out quite a while. 

If your goal is to generate clicks quickly, choose the Run campaign as quickly as possible option. If your goal is to make the most of the time you have decided to run the campaign, then select Spread campaign evenly over its duration.

Products

Under products, you’ll see all your current eBooks. Choose the eBook you want to advertise in this ad campaign.

Interest Targeting

In this section, you will choose genres or interests that you want to target with your ad. You can choose as many as you like. Under each category, you can target all or select only the most relevant.

Bidding

Your budget must be 100 times your bid per click. So if you have entered a lifetime budget of $100, your bid per click can not be more than $1.00.

Creative

You can enter a custom text to entice potential readers. It should be at least 50 characters and no more than 150 characters. Below this you can see a preview of what your ad will look like on the Kindle lockscreen and the Kindle home screen.

Submit for Review

You will not be able to edit any part of your ad campaign once you have submitted it for review, so check everything carefully before you do so. Amazon will email you once it has been approved or if you need to make changes. This process can take up to three business days. 

If your eBook ad is rejected, review Amazon’s book ad policies. Your cover might be too racy for all audiences or your book subject might not be considered appropriate for some groups of people.

Assignment: Create an Amazon ad campaign.

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