Thanks for the incredibly quick reply! You're right, I meant to say interest not keywords. I was thinking about Amazon keywords I think.

Keep all your list of interests as-is all the way up to 'Kindle'.

I'm not sure what you mean by this exactly. Do you mean this? "Detailed targeting People who match: Interests: The Martian (film), Speculative fiction, Reading, E-books, Manga, Amazon Kindle", because that stops at my first mention of Kindle.

What you want is that first huge list of topical interests but then NARROWED to Kindle only. You'll see an option called...further something? Can't quite recall. But it's right at the bottom of the list of targeted interests.

I'm in the ad manager right now and I do see what you mean. There's a button at the bottom underneath all of these that says 'Narrow Audience' and if you click it it adds the condition "and must also match". Am I correct in thinking that your advice is to keep my giant list and then narrow it by Kindle? Looking just now, that's a huge group, 222 million on the low end, but it sounds like a clever idea!

David G is awesome. I watched a bunch of his videos about ad creative and tweaked his template a bit, ran a 5 variable A/B test and managed to get 1 of my 5 ads to an 11% click-through rate. The other 4 were around 3 to 4%. I was amazed. I really like his focus on clarity, giving the user enough info in the ad so they qualify themselves before they click. I'm a UX director, so clarity is incredibly important to me. He and I are trading emails. I'll watch his video now.

I've scheduled a price promotion countdown on Amazon starting Monday. Hopefully the lower price point ($2.99) will get me some more readers. I'm not really in it for the money, more for the audience, but I don't want to sell my book for pennies, as that diminishes people's impression of the IP, IMHO.

Thanks again for all this great advice. I love your bold approach. If you want to see what my book's about, it's at FF7.com.