How many sales per click?

[NeverGiveUp]

Does anyone have an average sales per click that indicates a "good" response for AMS and Facebook ads? I'm getting about 1 out of 15, which doesn't seem great to me and is making me think I need to revamp some things. With that in mind, what average sale per click should I be aiming for?

[Lu Kudzoza]

A lot will depend on your pricing. At .99 you should be getting at least 1 sale per 10 clicks. The higher the price, the harder it gets. However, it you can nail your cover and blurb you should be able to get close to 1 sale per 10 clicks priced the same as the Amazon imprints in your genre.  At  1 to 15 you're doing pretty good. Maybe revisit your blurb to make it more snappy and short.

[LilyBLily]

Now that the regular KDP dashboard shows print sales separately, it would be very civilized if the AMS dashboard did the same. It's difficult to figure out the number of sales from just looking at the total dollar amount.

[missingalaska]

With a highly targeted ad, I was slightly disappointed with 1 sale in 5 clicks, even though most would say that's a super ratio.

The question really should be how many sales per click will be profitable related to your ad spend. If you're losing money, unless you are intentionally promoting a loss leader, you might want to reconsider your ad rate and targeting.

[DrewMcGunn]

Over the last 8 days, I've 88,000 impressions (across all of my ads). I've had 131 clicks. According to AA, 7 people bought my books from those ads (maybe 7. All the reports tell me is the gross revenue for each day, so, it's an estimate).
That's 18 to 1 click.

But here's the deal... I don't think I can trust the data on the advertising dashboard.

While I spend more time crunching the numbers on AMS than I ought to, I'm more concerned with how many clicks I'm paying for versus the actual number of sales. In the above data, those 131 clicks resulted in 31 sales/read-throughs. That puts me around a ratio of 1 to 5 @missingalaska

This is one of those things that is so maddening about AMS. We're provided weak and incomplete data from Amazon and all we can do is make best guess estimates about the effectiveness of our advertising dollars.

[JRTomlin]

With a highly targeted ad, I was slightly disappointed with 1 sale in 5 clicks, even though most would say that's a super ratio.

The question really should be how many sales per click will be profitable related to your ad spend. If you're losing money, unless you are intentionally promoting a loss leader, you might want to reconsider your ad rate and targeting.

If the ad is for the first in a series, you also have to look at sell-through. The one ad I am currently running which also has about 1 sale for every 5 clicks is just doing slightly better than breaking even on cost but I also have a sell-through of well more than 50% on that trilogy. It is the sell-through that I am really looking for to make money on, although if I weren't at least breaking even, I would stop the ad.

I don't consider it a loss-leader, but I don't expect to make money on it either. With the current cost of clicks, that is very difficult to do even with a novel priced well above $2.99 as mine are.

[Decon]

It's hard to determine sales per click as a measure of if an ad is working or not because it depends entirely on its component parts. (Individual keywords) which will vary wildly in relation to clicks per sale and go on to provide you with an overall result.


The first thing I look at is my motivation for running the ad.



If I want to get reviews and sales for rank on a new book and I price it at 99c, then rather than look at sales per click, I set an overall budget I am prepared to spend (lose) for that promotion. I say loss, because at 99c with only 35c royalty, 1 or two sales per click will likely put you into loss territory.


So to start with, royalty at your price point is all important, and after that, it is maintenance of your keywords and giving them sufficient time to collect data for the individual cost per clicks to work their way through.


Here's what we know as a fact and it's fixed. Once per week I pause any ad that reaches 70%. and especially those hidden ones that have made no sales and have used up the royalty of 1 sale in click costs. What I could do is to pause them all but one that has produced 80% of the sales over a long period of time at 37% for the cost of clicks and I'd be in the money.


Back to the original question. Sales per clicks is an individual matter, and for results to be profitable then it could be that you need to lower your bids and to increase your keywords to tweek it into profit.


Not sure if any of what I've said makes sense, but there it is