StorySignal - Stop Wasting Money on Amazon Ads

Introduction: The Keyword Conundrum

As a self-published author, you've likely heard the mantra: Amazon Ads are essential for book visibility and sales. While this is true, many authors dive into advertising without a solid keyword strategy, leading to wasted ad spend and disappointing results. I've analyzed hundreds of author campaigns and found that keyword targeting mistakes are often the primary culprit behind underperforming ads.

The right keywords connect your book with readers actively looking to purchase. The wrong keywords drain your budget while reaching people with little interest in your work. This guide will help you identify and correct the most common keyword targeting mistakes I see self-published authors make when setting up their Amazon Ads campaigns.

Mistake #1: Using Only Broad, Generic Keywords

One of the most prevalent mistakes is relying exclusively on broad keywords like "romance novel" or "thriller book." While these terms have high search volumes, they also attract enormous competition from established authors with bigger budgets.

The Fix: Balance Broad and Specific Keywords

Instead of competing solely on generic terms, build a keyword strategy that includes:

Genre-specific keywords: "second chance romance novel" instead of just "romance novel"
Sub-genre terms: "cozy paranormal mystery" rather than just "mystery book"
Niche descriptors: "historical romance Tudor England" rather than just "historical fiction"

This approach allows you to compete for visibility in more targeted searches where reader intent is stronger and competition may be less fierce.

Mistake #2: Ignoring Author Name Keywords

Many self-published authors focus exclusively on topic and genre keywords, completely overlooking the power of author name targeting.

The Fix: Target Comparable Authors

Readers often search Amazon by author name, looking for their next read from favorite writers. Create a list of authors who:

Write in the same genre or sub-genre as you
Have a similar writing style
Appeal to the same reader demographic

For example, if you write epic fantasy, targeting readers who search for Brandon Sanderson, Robert Jordan, or Robin Hobb could connect your book with an audience already primed to enjoy your work.

Remember to be selective—target authors truly comparable to your style and genre, not just bestsellers in broadly similar categories.

Mistake #3: Using Ineffective Keyword Research Methods

Many authors rely on guesswork or basic brainstorming for keywords, missing valuable opportunities to discover terms actual readers use.

The Fix: Employ Multiple Research Methods

Develop a comprehensive keyword list using these approaches:

Amazon's search bar: Type the beginning of relevant phrases and note Amazon's autocomplete suggestions
Bestseller analysis: Study the categories and keywords of successful books similar to yours
Publisher Rocket or similar tools: Use specialized software to find high-volume, relevant keywords
Amazon's Brand Analytics: If you have access through KDP, mine this treasure trove of search data
Review mining: Analyze reviews of comparable books to identify language readers use when describing what they enjoy

By combining these methods, you'll build a diverse keyword list that includes terms you may never have considered through brainstorming alone.

Mistake #4: Failing to Organize Keywords Strategically

A common mistake is dumping all keywords into a single ad group without any organization, making performance analysis nearly impossible.

The Fix: Create Structured Ad Groups

Organize your Amazon PPC keywords into logical ad groups such as:

Comparable authors: Group author names together
Sub-genre specific: Keywords related to your book's particular niche
Character or plot elements: Terms describing unique aspects of your story
Emotional triggers: Keywords related to the feelings readers seek

This structure allows you to:

Analyze which types of keywords perform best
Adjust bids more strategically
Pause underperforming categories without losing effective keywords
Create ad copy that aligns with specific keyword groups

Mistake #5: Setting and Forgetting Keyword Bids

Many self-published authors set uniform bids across all keywords or use Amazon's suggested bids without considering the value of different traffic sources.

The Fix: Implement a Tiered Bidding Strategy

Not all keywords deserve equal bids. Create a bidding hierarchy:

Highest bids: Your most converting keywords and exact author matches
Medium bids: Relevant genre and sub-genre terms
Lower bids: Broader, more competitive terms

Start conservatively, then adjust based on performance data. For your most relevant keywords, consider bidding 10-20% above Amazon's suggested bid to ensure visibility.

Remember to regularly review performance metrics. After collecting sufficient data (generally 2-3 weeks), increase bids on converting keywords and decrease or pause those with high impressions but low click-through rates.

Mistake #6: Overlooking Negative Keywords

Many authors focus exclusively on which keywords to target, neglecting to specify which searches they want to avoid.

The Fix: Actively Manage Negative Keywords

Negative keywords prevent your ads from appearing for irrelevant searches, preserving your budget for more valuable impressions. Add negative keywords for:

Format mismatches: If you only offer an ebook, add "paperback," "hardcover," or "audiobook" as negatives
Free content seekers: Terms like "free," "discount," or "deals" if you're not promoting a discount
Unrelated but similar terms: For example, if you write adult thrillers, you might add "children's thriller" as a negative

Review your search term reports regularly to identify underperforming search terms that should be added to your negative keyword list.

Mistake #7: Not Testing and Iterating Keyword Performance

Perhaps the most costly mistake is treating keyword targeting as a one-time task rather than an ongoing optimization process.

The Fix: Implement a Testing Schedule

Commit to regular keyword performance reviews:

Weekly: Check overall campaign performance
Bi-weekly: Analyze search term reports for new keyword opportunities
Monthly: Conduct a comprehensive review of all keywords
Quarterly: Refresh your keyword research to identify emerging trends

During these reviews:

Add converting search terms as exact match keywords
Increase bids on keywords with sales but limited impressions
Decrease bids or pause keywords with high impressions but no sales
Test new keyword categories and concepts in small-budget campaigns

Conclusion: Building Your Keyword Mastery

Effective keyword targeting for Amazon Ads isn't about finding a perfect, unchanging list of terms. It's about creating a systematic approach to discovering, testing, and refining the keywords that connect your books with the right readers.

By avoiding these seven common mistakes, you'll not only improve your ads' performance but also gain valuable insights into how readers discover books like yours. This knowledge extends beyond advertising—it can inform your book descriptions, categories, and even future writing projects.

Remember that keyword targeting is both art and science. Use data to guide your decisions, but also consider the qualitative aspects of reader behavior and preferences. With consistent attention and refinement, your keyword strategy will become a powerful tool in your self-publishing success.

What keyword targeting mistakes have you made with your Amazon Ads campaigns? Which strategies have worked best for connecting with your ideal readers? Share your experiences in the comments below!