The 90 Day Amazon Ads Framework That Actually Works
Most authors run Amazon ads the same way every month and wonder why the numbers plateau. A structured 90 day framework fixes that. It gives every campaign a job, a budget, and a graduation path.
Days 1 to 30: Discovery
Launch broad and phrase match Sponsored Products across your seed keyword list. Cap daily budgets low, around ten dollars per campaign, and let the search term reports do the heavy lifting.
Add Sponsored Brands with a headline pointed at your series, even if you only have one book. It reserves brand real estate and starts training the algorithm on your author name.
Days 31 to 60: Refinement
Promote every keyword and ASIN that converted at your target ACoS into a dedicated exact match campaign. Raise its bid and give it its own budget.
Kill spend on anything that has spent more than two times your royalty with zero sales. Be ruthless. The middle 60 percent of a campaign is where budget quietly disappears.
Days 61 to 90: Scale
Introduce Sponsored Display retargeting on your best converting product pages. Layer in category targeting on Sponsored Products for competitors that share your reader.
By day 90 you should have three tiers: discovery campaigns that stay cheap, converters that carry the weight, and defensive brand campaigns that protect the search page you already own.
- Every campaign needs a clear job. Discovery, converter, or defender.
- Graduate winners into dedicated exact match campaigns.
- Cut long tail spend early, not after it has drained the budget.