Amazon Advertising—product targeting
This is a continuation of the discussion below about advertising my books on Amazon. To bring you up a bit, the keyword strategy described below has been disappointing so far; I am seeing no discernable bump in sales from it. I'll keep watching it, but it is clearly time to try "product targeting." I am going to be a bit conservative this time, and just run one product targeting campaign for one book, A Detective's Guide to Interrogation Law.
I picked out four competing books that come up on the first couple of pages when I used the search term
interrogation, and harvested their ASINs. Commercially published books usually have ISBNs, ten and thirteen digit numbers used by book stores to identify individual books. Amazon uses the ten-digit ISBN as the ASIN if the book has one, and assigns its own ten-digit ASIN if it does not. The ASIN/ISBN will be on the product page, or show up as the first ten-digit number in the product page's URL.
Creating a product targeting campaign is the same as for a keyword targeting campaign until you get about halfway down the campaign page. Under Targeting, you select Product Targeting. It then defaults to Categories, and suggested Criminal Procedure Law as a category. That's too broad and, as noted above, I wanted to target specific books, so I clicked on Individual Products, and then Enter List. I then entered my harvested ASINs (ISBNs). That generated a list of the books with suggested bid amounts much lower than the default 75-cent bid. I lowered my bids accordingly and filled out the rest of the form. Pretty easy, really.
I'll check back later and see how it went.