Granular Targeting 101 Marketing Resources

I’m pretty experienced with digital advertising at this point but when I got my interview for Google AdWords back in 2003 I had to… Google it to figure out what they did. And I still got it wrong!

I was quite lucky that I first interviewed with Overture (the former name of the digital advertising division of Google’s one-time rival, Yahoo) because I had absolutely no idea how these kind of ad platforms worked, let alone best practices. But I learned fast—Google’s training was excellent.

One thing that was drilled into us constantly was the importance of granular targeting. It might be a little more obvious in 2018, but back then the only really familiar advertising model was the broadcast one. Put your message in giant letters on the billboard. Flood the airwaves with ad spots. Take out full page ads in newspapers and magazines (for the kids: these are paper versions of websites that used to be popular). The basic strategy was a simple, brute force one; if the signal is strong enough, the right people will hear it. Read More…

Who’s Pointing At You? Amazon

The Also Boughts on your page are an important indication of what readers are buying along with your books. But those particular Also Boughts are only part of the story. What’s really important is which books are pointing back at you. Let’s use my long-suffering book Liberty Boy as an example again. As I explained yesterday’s post – Please Don’t Buy My Book – Liberty Boy was dragged down into the ranking depths after having no Also Boughts for months thanks to an Amazon snafu. I eventually fixed that problem in a fairly crude way by running a 99c Countdown and throwing whatever ads I could get at it. The promo itself did okay and sold a few hundred copies for me. Read More…

Please Don’t Buy My Book

I’m just back from The Smarter Artist Summit in Austin, Texas. I won’t try and capture the magic of the event – Kobo Mark does an excellent job – but I would like to talk about the big takeaway: the dangers of Also Bought pollution. Also Boughts are probably the most important aspect of the entire Amazon recommendation ecostructure. And also the least understood. They are much more than a little strip under your book’s description – they power a huge chunk of the recommendations that Amazon serves to readers. The Also Boughts are what tells Amazon that the readers of my non-fiction also like reading Susan Kaye Quinn, Sean Platt and Johnny Truant. Amazon uses this data to decide Read More…

Please Don't Buy My Book

I’m just back from The Smarter Artist Summit in Austin, Texas. I won’t try and capture the magic of the event – Kobo Mark does an excellent job – but I would like to talk about the big takeaway: the dangers of Also Bought pollution. Also Boughts are probably the most important aspect of the entire Amazon recommendation ecostructure. And also the least understood. They are much more than a little strip under your book’s description – they power a huge chunk of the recommendations that Amazon serves to readers. The Also Boughts are what tells Amazon that the readers of my non-fiction also like reading Susan Kaye Quinn, Sean Platt and Johnny Truant. Amazon uses this data to decide Read More…