Book publisher Wiley sees increase in sales from Amazon Advertising

Over the past 200 years, Wiley has published thousands of educational titles spanning almost every subject imaginable. In recent years, more customers have moved online to purchase professional content. Wiley recognized that traditional marketing was no longer the best way to reach its target audience and that it needed to evolve. By utilizing Amazon Advertising, Wiley gained the exposure it needed by going directly to where customers were shopping for its products. Since adopting the program in 2017, Wiley’s use of—and success with—Amazon Advertising has grown with every quarter.

Before Amazon Advertising, we were marketing in the dark.
The change was like night and day.
– Wiley

Managing scale

“Each of us was managing thousands of products,” recalled one Wiley marketing executive, “so we needed a product that could market effectively at that scale.” When a reader searches for a book on Amazon, Amazon Advertising can serve them one ad that contains several relevant titles, allowing publishers to promote a vast catalog within an affordable budget. Targeting, reporting, and keyword tools also allowed Wiley to take advantage of Amazon’s rich customer data to easily and efficiently scale promotions across its entire catalog. This increased Wiley’s breadth of discoverable titles and helped them to produce an ACOS (advertising cost of sales) of less than 8%.

Real-time insights

“Through Amazon Advertising, we’ve been testing a lot more. We can finally see what’s working and what isn’t.” While traditional ad models may only offer final campaign readouts, Amazon Advertising provides publishers with ongoing visibility into the effectiveness of its ads. Wiley now has real-time insight into how different keywords or interests are performing, so it can adjust campaigns on the fly.

Enhanced organization

“Now we can give customers exactly what they’re looking for.” Portfolio promotions have always been a cornerstone of Wiley’s merchandising strategy, and through Amazon Advertising, Wiley is able to curate landing pages that better showcase its diverse catalog. It also allows Wiley to organize titles into categories, and even subcategories, making it easier for readers to locate what they’re searching for.

Wiley’s strategies to increase book sales

Advanced keyword development

By utilizing Amazon Advertising data, Wiley gained valuable insight into what their desired audience was looking for. “Amazon Advertising’s analytics quickly showed us which keywords were working, and which were underperforming. We realized that to be competitive, we had to add more qualifiers to our search terms.” This level of specificity not only gave Wiley a more efficient targeting strategy but also resulted in more efficient campaign costs, allowing the company to spend more on other ad types.

Amazon Advertising let us fix the holes in our strategy that we didn’t know were there.– Wiley

Tracking attribution

“Now we see how things are performing day by day. We can make immediate adjustments and optimize our campaigns.” Before using Amazon Advertising, Wiley’s primary success metric was CTR (click-through rate), and it could only attempt to correlate CTR to sales after the campaign had concluded. But the Amazon Advertising dashboard allowed Wiley to drill deeper into its results, isolate specific metrics, and track its performance for each campaign.

Monitoring and adjusting

Wiley has taken full advantage of the flexibility that comes from the Amazon Advertising budgeting model. “We may start out allocating a certain budget to a campaign. But later on, we’ll notice that it’s successfully reached most of its target audience. It’s easy to move that money to a different campaign—one that still has an opportunity for growth.” Wiley has also embraced the variability of Amazon Advertising, running various campaigns that allow it to target a wide range of readers.

Starting is simple

“It’s easy to get in there and test a campaign with just $100. That’s a risk worth taking.” Amazon Advertising’s low cost and ease of entry make it an ideal resource for publishers, both large and small. For Wiley, it began as a small investment, but now the company sees it as an indispensable part of its overall marketing strategy: “It’s cost-effective, it’s easy to use, and very flexible in real time.”