I’m sure some people received an email this week from Amazon Advertising and were incredibly pleased at the change they announced. Per the email, “As of 1 July 2020, sales for current and new Sponsored Products campaigns featuring Book ASINs will be reported for the advertised ASIN only. Prior to this date, reporting may have included sales for various formats of the title advertised.”
I will tell you why this is bad. My AMS ads for ebook often generate paperback sales and my adds for paperbacks often generate ebook sales. Having that type of data reported in the dashboards confirms that that happens and better lets me see my ad performance.
Now, they think the simple solution is to just list all formats of the book in your ad. But here’s the thing, I’ve found that for each of my books one format or another is the better one to advertise. It’s the price and image that appeals more to shoppers. And I’m not going to list multiple versions of the product in my ad and decrease my ad performance just to see which products are selling.
I know a lot of authors freak out about “OMG, AMS says I sold something but that book I was advertising didn’t sell” so I figure Amazon got tired of hearing about that and having to explain over and over and they thought this was a solution.
But it’s a bad one for Amazon long-term. People will assume that the ads are not doing as much as they actually are and back off on ad spend. Which I guess is good for me since I rarely use the dashboard as the ultimate arbiter of my performance. But monitoring ad performance in the short-term is about to become very annoying.
What they should have done in my opinion is added one more frickin’ column to the dashboard. So you could have sales of advertised products in one column and sales of other related products in another. While they were at it they could’ve included sales of other books in the series when someone one-clicks the entire series…That would’ve been nice.
But no. They had to go and make it worse.
2020, I tell ya. I’ve decided based on events in the year so far that this is the last year in the decade rather than the first year of a new decade.