The Five Amazon Campaign Types

That you need to run...

We’re often told that running ads on Amazon is complex and difficult. But it doesn’t have to be.

Amazon ads are pay-per-click that appear directly within Amazon’s store. They help readers discover books while browsing or searching for titles to buy. Amazon ads operate inside a closed ecosystem.

Amazon Ads should form part of a cohesive campaign structure, with several platforms working together in a complementary fashion:

• Facebook (Meta)

  • Discovery of our books - building an initial audience and driving traffic to Amazon

• Amazon

  • Brand Protection - stopping other authors camping on your patch, and then:

  • Targeting new readers - once traffic has grown via Facebook ads (because Amazon doesn't reward books without momentum)

• BookBub

  • Expanding reach and diversification

There are actually five core Amazon advertising campaign types. While this may sound like a lot, each has its own value in the ability to reach readers in different ways and at varying stages of their buying journey and by utilising them we can cover both high intent shoppers who are ready to buy and broader audiences who are still exploring their options.

Photo by Rubaitul Azad on Unsplash

Here’s a brief overview of each campaign type:

• Keyword targeting campaign: focuses on specific search terms that readers type into Amazon's search bar so we can put our books in front of people actively looking for titles like ours. We're able to choose broad match for a wider reach, phrase match to keep targeting more precise and exact match to show only for searches that perfectly match our chosen words. This approach gives us control over which keywords trigger our ads and lets us refine our targeting based on performance data