7. Why Ads Die
It’s sometimes said that ads die. This is just the way it is. What you have to do is keep creating ads to stay ahead of the game.
This stems from a complete lack of understanding of how PPC advertising platforms work. If your ads die, there’s a reason. Find it and fix it. That’s the path to success.
PPC advertising is a feedback loop. You put something out there, and get results back that you learn from. Then you refine. Keep doing this. Giving up and starting from scratch again is dooming yourself to repeating the same mistakes.
Another way of saying this is that ads don’t die. Amazon kills them. They kill them because they’re not providing a good customer experience.
If you’re on the wrong side of this, it feels bad. I know. I’ve been there. But once you understand and accept it, it’s the path to victory.
Knowledge is power. It’s an advantage over your competitors. Dig deep to find that knowledge, and question standard practice. Underneath lies best practice.
Amazon likes to give things a fair go. They’ll trial an ad to see if it’s working. The better it resonates, the more they’ll show it. But after that initial burst, if it doesn’t resonate, they’ll stifle it quickly. Probably by shifting it to poorer ad placement such as on paperbacks, further back along the carousel or on the bottom Sponsored Product carousel that sometimes shows just above the reviews. They don’t wait for statistical perfection to do this. They act quickly.
This turns an already poor ad into a leper.
There are other reasons an ad can start well and then taper off. For instance, the target keywords can relate to books that are falling in rank. They may be tailing off after a BookBub or something like that. When their visibility drops, so too does visibility of your ad.
The other reason is that you’ve tapped out the target audience. They’ve already read the book, and you struggle to find new readers at the same rate that you did when the book was new.
This can happen. It really can. When it does, it’s a gradual decline in CTR and CVR. But you have to sell a fair few books to worry about this.
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