These are my facebook ad stats for a single campaign that contains six ad sets targeting six cities. I have many more stats but the screen capture would be too small if I copy/pasted all the columns to the right. I’ll share with you some of my Facebook ads experience here, along with other book marketing steps I’ve taken.
First, I chose to target these cities because they represent some of the highest reading cities in America. Seattle is #1, Portland #2, DC #3. Austin and Denver represent places where I have a strong influence, and are also in the top ten. Atlanta joins Austin, Denver, and DC as places with a large number of cybersecurity professionals. Targetting these cities is what we term in product marketing as a Go-to-Market plan (GTM).
Notice this dashboard allows me to enable or disable the target cities. I could have created a single campaign that included all these cities in a single ad set. Separating them allows me to review their performance and make adjustments. Some stats aren’t shown here but while Seattle has the best Click-Through-Rate (CTR), for whatever reason DC is the cheapest per click. I’ve had all them running at once but have currently disabled all cities except DC – which actually captures the entire DC to Baltimore corridor.
The Facebook ads dashboard would not show how many clicks eventually lead to a sale, but it could if I leveraged the method of adding pixels from my Amazon seller’s page to my ad settings. I can’t do that because it requires me to control the code on my selling website. The Amazon dashboard is robust enough though that I can easily correlate results from the two.
Further marketing efforts involve mailing books to influencers. I have yet to receive the books to mail because Amazon is super slow at printing and shipping authors’ books – copies that are invoiced at cost, which for my novel is $3.03 each. Once I receive them, I already have a list of mail-to addresses.
I finally received my first online review – 4 out of 5 stars – which made me happy. I’m told I need a good ten reviews to sway readers to make the purchase. It’s a process. Some friends promoted my book on LinkedIn for me. I also have links to my book on this blog. You probably can’t see them if you’re reading this on a mobile device – not enough screen real estate.
And I just added links on another blog of mine that I wrote to share my experience with cancer a few years back. I haven’t produced content there in five years, and normally it only gets three hits a day on average. Readership tripled though back in July, and tripled again in January. It almost receives as many views now as this blog, and I do nothing to promote it. From my stats, I know three things. Readers are randomly global, all are going to my blog post titled “Cystoscopy“, and most of them are coming from Pinterest. I went to Pinterest and searched on the term cystoscopy and noticed a photo and link to my blog shows up near the top.
No idea what made cystoscopies suddenly so popular. If it leads to me selling more books, I’ll take it. There are two camps of writers, those for and against blogging. Blogging is writing and I don’t understand why some authors don’t get that. They say it’s important for a writer to maintain an email list of readers. That’s so nineties. I have my blogs as my digital presence.