Episode 74: What It Takes to Win at Amazon Ads with Alex Strathdee

In this episode, Chris welcomes Alex Strathdee, founder of Shelf Life and host of the Before the Bestseller podcast, to dive deep into the world of Amazon ads and book marketing. With over $4 million in ad spend under management, Alex shares insights on what makes Amazon ads effective, how to determine if they’re right for your book, and the common pitfalls authors face when entering the platform. He also discusses grassroots marketing tactics, navigating the creative limitations of Amazon ads, and setting clear goals for book marketing success. Whether you're a first-time author or looking to scale your book sales, this episode is packed with actionable advice. Episode Highlights: 00:00 – Welcome, Smart Authors! 00:02 – Meet Alex Strathdee Introduction to Alex Strathdee, Amazon ad expert managing $4 million+/ year in ad spend. 00:23 – The Power of Amazon Ads Diving into the success stories and key strategies behind Amazon book advertising. 00:40 – Why This Episode Matters Why authors should tune in for actionable marketing lessons. 01:15 – Alex’s Background and Journey How Alex went from starting in 2019 to managing over 120 accounts and $1M in yearly ad spend. 02:50 – Navigating the Changing Amazon Landscape Why book marketing is more competitive than ever and how Alex has adapted. 03:45 – From Software Sales to Free Flights Alex’s leap from software sales to travelling the world—and finding his passion for book marketing. 04:38 – Solving the Marketing Problem for Authors How Alex identified the gap in book marketing and built his business to fill it. 05:49 – Building a Global Team The growth of Shelf Life: from a solo venture to a 14-person powerhouse. 07:26 – Are Amazon Ads Right for You? Who should (and shouldn’t) invest in Amazon advertising. 08:44 – Breaking Down Amazon Ad Goals Understanding the three types of authors leveraging Amazon ads: passion projects, break-even campaigns, and lead generators. 10:19 – The Holistic Marketing Approach Why Amazon ads are only one part of a successful book marketing strategy. 11:46 – The Unicorn Book Phenomenon Why some books thrive on Amazon while others struggle—and what to do about it. 12:39 – The Cost of Testing and Learning How to dip your toes into Amazon ads without breaking the bank. 16:08 – Free vs. Paid Resources Alex’s take on leveraging free courses and avoiding overpriced scams. 19:07 – The Creative Challenge on Amazon How to overcome title and subtitle limitations in ad visibility. 23:34 – Strategies for Vague Titles How to navigate marketing when your book title lacks clarity. 27:06 – Setting Clear Goals for Your Book The importance of defining success before launching a marketing campaign. 30:06 – Scaling with Systems and Teams Why authors shouldn’t try to do it all themselves—and how to hire effectively. 33:06 – Avoiding Comparisonitis The danger of comparing yourself to high-budget creators like Alex Hormozi. 35:13 – Grassroots Book Marketing Lessons Alex’s experience in grassroots marketing and why persistence matters. 39:11 – The Truth About Bestseller Campaigns The reality behind Amazon and Wall Street Journal bestseller strategies. 41:15 – Beware of Collaboration Book Scams Why contributing to compilation books may not deliver on promised business growth. 42:23 – Final Book Marketing Advice Alex shares his best tips for authors looking to thrive in the competitive publishing world. 43:36 – Where to Find Alex Links to Alex’s free course and resources for Amazon advertising. 44:55 – Thank you for listening If you enjoyed this episode, be sure to subscribe and share! Connect with Alex: - https://www.advancedamazonads.com/ Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcastSee omnystudio.com/listener for privacy information.