Book Marketing: Spend money, make money?

The other day I was updating some information on my Amazon book page and I noticed this:

   Then yesterday: 

It’s just my free sample book, but #5 in the free-short-poetry-reads-45- minutes category is pretty cool. I wasn’t happy with the cover resolution so I did a full revision on the book and republished. adding a better cover and updating some of the links.

I had finally decided to spend some money and purchased Publisher Rocket. It is a tool that compiles Amazon Ad search terms, category rankings, and book keywords.

You can use this information to position your book into the popular searches, or into ones with less competition. in the case of the latter, you have a better chance of being on the first page of reader searches.

I don’t think that I would have been able to come up with all the terms on my own, or it would have taken me a great deal of time.

My Amazon ad impressions have gone up and have translated to a few more sales. The #5 ranking for the free book is probably due to the increased visibility. Is it worth it? Well, I do have to sell more books to recoup the cost of the program, and you know my view on Amazon ads ( Amazon Ads: Here, Mr. Bezos, take my money and run). But I can’t argue with more people seeing my books.


Amazon Ads: Here, Mr. Bezos, take my money and run.

Now that Mr. Bezos has stepped down, I’ll do a little bitching.

Are creating Amazon ads making you want to bang your head on the wall? No? Then you’re not doing it right, I guess.

It took me almost two weeks to get an ad running on Amazon. Now, this wasn’t my first attempt–several had run recently–but this time was quite frustrating. Everything has a learning curve, and Amazon’s ad platform is no exception. Reading through the tutorials and the FAQ’s gives you a cursory knowledge, but by no means does it cover all you need to know.

I did other research online, there are many others before me that have done the legwork and produced good lessons. Still doesn’t make it any less confusing. I’m sure my rambles here won’t be any different.

It all comes down to getting your ad to show on a customer’s search page or on their Kindle. You do that by winning a bid–like an auction–against other ads in your genre. Highest bid wins and gets shown, reader sees it and hopefully clicks on it and buys.

I was doing an online course where one author was quoting that when he started his adds, he was getting 200 000+ impressions/week @ pennies/click, which translated to a very cheap advertising campaign and high sales. After digging deeper, those statistics were from 2016. Four years makes a lot of difference when it comes to competition.

I would love to be able to win a bid to have my ad shown to potential readers for > $0.10 when I create my ad, most of the suggested bids for each of my keywords* run from $0.50 to more than $1.00. Which means if someone clicks on my ad, I pay Amazon–let’s take the lower amount– $0.50.

Let’s break it down for profit. I get ~$0.60 if it is read on Kindle Unlimited (approximately, because just like the ads, the royalty structure for KU is not easy to grasp), so I make $0.10. So, I do a lot of free promotions for this version. If it is bought as a Kindle eBook, I make $2.00 – $0.50 = $1.50. That’s not too bad. The problem is that not everyone that clicks the add will buy. It would be nice to have 100% conversion, but that is never going to happen. Even 50% is a lofty goal, in reality it is around 10%. I also have a paperback option which is a higher royalty still.

So basically, with a low conversion, I usually wind up paying more in fees than I make in royalties. I know that advertising and marketing are essential to book sales and all advertising costs money. I would be satisfied to break even since I’m just starting out. Where are those bygone days of $0.05 clicks?

With all my rambling, I still didn’t get into my dealings with customer support, which was the impetus for this this post.**


*That’s another topic.

**That’s another topic as well.

Leon Stevens is a composer, artist, and author of three books (so far): Lines by Leon: Poems, Prose, and Pictures, The Knot at the End of the Rope and Other Short Stories, and Journeys: Eight Original Pieces for Classical Guitar

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Music Monday: Sell-out or Just Business?

A few news stories have come out over the last few weeks about musicians selling the rights to their song catalogs. Now, this is nothing new, one of the first bombshells was when Michael Jackson purchased some of The Beatles songs – which I believe were repurchased years later. Recently, Bob Dylan, Neil Young, and Mick Fleetwood have all sold parts of their own catalogs.

Why is it good business to own song rights? $$$$$$. Royalties are paid every time a song is played/performed publicly. Radio (yes, we still have that), online streaming, T.V. (yes, we still have that too), and movies are some examples. Ever wonder why you only hear snippets of songs during your favorite sports events? After a certain amount of time, royalties need to be paid, so the venue plays 10-15 seconds. Loophole? Maybe. But the first 10-15 seconds of Thunderstruck is the best part. Come to think about it, it is the only part. Why do you hear weird variations on that birthday song in restaurants? You guessed it-royalties.

I don’t remember the first time I heard a song that I liked used in a commercial. I do remember that many years ago (no, I’m not telling) cries of “Sell-out!” were repeated by music fans when the bands that they loved allowed popular songs to be used to sell…whatever. It’s not so surprising now–it’s just business. Can we fault an artist for trying to make money? OK, don’t answer that. That’s a whole new can o’ worms.

What can I handle? I can tolerate a song being used in its original form to sell a truck, insurance, banking services, or whatnot, but please, please, if you sell your song, sell the lyrics as well. Don’t know what I’m getting at? One of my favorite songs is–was–Rocket Man by Elton John. Now, when I hear that song, all I think about is the lady who “…shops at Rakutan”. Thanks a bunch, Elton.

Given the opportunity, would I sell the rights to my songs? Probably. Maybe. It depends. If my creations made me a decent wage that allowed me not to want for anything (FYI–that’s a low bar. I’m very frugal), I don’t think that I would. Never say never, though, right?

So, for all you restaurants looking for a cheap alternative to The Birthday Song, for only $0.27/use, I present to you, Happy, Happy Birthday:

 Happy, happy, happy,
 Birthday, birthday, birthday
 You were born [insert number here] years ago
 Happy, happy, happy,
  Birthday, birthday, birthday
 We’ll stop here 
 So we don’t have to pay… 

Darn, I didn’t think this through…