 |
 |
|
 |
 |
Plug Your Book!
119
Advanced Amazon tools
While advertising is rarely a cost-effective marketing technique for
books, online paid placement can be a useful tactic if it delivers your
message to your target audience and delivers results. Since Amazon has
such a large share of book buyers, it offers some of the best opportunities
for showcasing your book.
Buy X, Get Y
You can increase the odds of buyers finding your book by paying at
least $750 a month to display it with a complementary book in Amazon’s
Buy X Get Y program, known as BXGY. The primary benefit is your
book’s cover is prominently displayed on the detail page of a related
book under the heading Best Value. Customers who buy both books get
an additional 5 percent discount.
You’ll pay more for a pairing with popular books. Amazon charges
$1,000 a month for pairing with a book with a sales rank of 1 to 250, and
$750 a month for pairing with slower-selling books.
An ideal BXGY campaign would pair your title with Amazon’s No. 1
bestseller, so long as that bestseller appealed precisely to your audience.
The stronger the Amazon Sales Rank of the paired title, the more people
will see your promotion, and the more traffic will be redirected to your
book’s detail page. But if the paired title isn’t relevant to your book, it
won’t work. Pairing your book with the latest installment of Harry
Potter would bring a ton of exposure, but it wouldn’t produce many
sales, unless your book was aimed at the same readers.
You can find BXGY candidates by browsing Amazon’s category
bestseller lists and searching Amazon’s book section for relevant
keywords. Use the “Sort by” drop-down menu on the right to sift the
books according to sales rank, publication date, and price. After
browsing the search results, use Amazon’s Search Inside the Book
feature to get more information about the content of the titles. You can
also browse for potential pairings at this Top Sellers link:
|
 |
|
