Great December strategy explainer from Gerald Confienza. The main takeaways: 1️⃣ The Exact Match Test The goal of this strategy is to capture specific, high-converting opportunities without wasting the budget, leveraging the higher buyer urgency and conversion rates seen in December. Implementation and Bidding: 1. Identify Targets: Use a tool like Helium 10 (specifically Cerebro) to find competitors’ books. Extract the top five to ten keywords that competitors are ranking for organically, ideally those with an organic rank between one and five. 2. Campaign Creation: Activate a new exact match sponsored product keyword ad campaign using these extracted keywords. 3. Aggressive Bidding: Start with very aggressive bids, usually at around $2, aiming for the top of search result placement. The intent is to see if the ad is "worthy of top of search placement," which yields the biggest ROI and helps improve the book's organic ranking for that keyword. Monitoring and Management: • Monitor the campaign's performance over a 3 to 7 day window. • If you see sales, break-even, or only very slight losses, keep the keyword active. • If the keyword is profitable, gradually raise the bids so that the performance is maintained at total break-even. • A keyword is considered "working" even if it incurs a slight loss (e.g., 55% ACOS) if it helps maintain or improve the SEO rank for that specific search term, increasing the book's overall visibility. • If the keyword does not perform within the 5 to 7 day window, turn it off immediately. 2️⃣ Prioritizing Gross Royalty Over Low ACOS The expenditure-to-profit ratio is most optimal in December, meaning sellers should focus on maximizing total sales and profit rather than strictly adhering to a low ACOS (Advertising Cost of Sales). Strategy Details: • Avoid the "Low ACOS" Trap: Sometimes, a slightly higher ACOS is beneficial if it causes the gross royalty per day to grow. When gross royalty increases, net profit can actually grow, even if the ACOS goes up.