In 2020, Amazon opened up the world of sponsored brands to authors. Using this feature, authors can feature up to five similar books in a cost-per-click (CPC) ad. If a viewer clicks on the ad, they will be taken to a custom landing page. Currently, this is only open to U.S. authors, but eventually, I’m sure it will be available to authors in other countries that Amazon services.
From your KDP bookshelf, choose Promote and Advertise. Then choose the Amazon.com marketplace under Run an Ad Campaign. To begin, choose Sponsored Brands from the campaign types.
You’ll need to add a credit card to launch the campaign, otherwise you can save it as a draft. Create a campaign name, something memorable such as Survival Guide Ad or Writers Books Ad. Next choose a start and end date. Set your budget. A lifetime budget is only available for ads with an end date. If you have used more than one pen name, you’ll be able to choose here which one you would like to highlight in the ad as well.
Next you’ll choose the books you’d like to highlight with this ad campaign. You can choose books in the same series or books that are written in the same genre.
You’ll have a chance to review how the custom landing page will look. Your books will be listed across the top, and one listing will be expanded below them.
If you aren’t happy with the book order, you can change that in the next section Creative. Add an author photo or your brand logo if you have one. The image should be at least 300 x 300 pixels and smaller than 1 MB. Use PNG, JPEG or GIF. The toggle Product Optimization lets Amazon automatically replace the books you’ve selected with different ones if they are more relevant to a user’s search. Create a headline that summarizes what you are presenting like Guides to make your move to Mexico easier or Aids designed to help you format your book today. Amazon suggests using sentence case rather than all capital letters and avoiding extra punctuation like !!!!.
You can choose from Keyword or Product targeting, whichever you believe will best get your books in front of your target audience. You can also add negative keywords or products to exclude irrelevant terms.
Finally, if you’ve already entered the billing information, then you can submit everything for review.
Assignment: Create a Sponsored Brand ad campaign.