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Thread: What advertising strategy should I choose next?


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Permlink Replies: 12 - Pages: 1 - Last Post: Mar 15, 2016 9:32 PM Last Post By: Moshe Ben-Or
Moshe Ben-Or

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Registered: 12/28/15
What advertising strategy should I choose next?
Posted: Mar 10, 2016 1:09 PM
 
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I have had some success with KDP ads, but they have not been cost-effective. The cover is great, and the CTR is good. The problem is the conversion rate vs max bid per click. At sensible max bids, I get too little ad serve. At higher max bids, the ads fail to pay off because the conversion rate is too low. Ergo, conversion rate needs to go up.

I have noticed that tying my work to a popular writer whose approach to the reader is similar to my own results in sharply increased conversion rate. The problem is choosing the targets.

Have at it, crowd. Based on the preview and blurb, which authors should I choose? How else do I increase my conversion rate?

http://www.amazon.com/gp/product/B01A0AM7IW
Donna St Felix

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Re: What advertising strategy should I choose next?
Posted: Mar 10, 2016 2:24 PM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
 
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You really need help with the formatting and way of writing in English with your book.
Moshe Ben-Or

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Registered: 12/28/15
Re: What advertising strategy should I choose next?
Posted: Mar 10, 2016 6:34 PM   in response to: Donna St Felix in response to: Donna St Felix
 
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Thank you, Donna, for providing a superb example of the UNHELPFUL answer.

Dear would-be helper, "I don't like your writing style", "I don't know how to use the preview zoom buttons" and "I don't understand that ebook formatting is user-dynamic and no two screens will display an e-book the same way" are all NOT the answers I am interested in. By this point enough people have bought the book, and enough have reviewed it, for me to be quite certain of two things:
(a) The audience exists.
(b) The audience is sufficiently large to be interesting.

The problem I face consists of cost-efficiently identifying and targeting the audience members. If I had Amazon's data on book purchases and pages read, I could do the data analysis, develop the audience profile, and apply/refine it dynamically. However, I do not have access to the hard data, and so I am forced to use that old, unreliable, massively subjective data-gathering method -- the self-selected survey.

Now, based on my observation of reader response so far, I believe my prospective audience member to possess the following traits:

1) Cerebral: Able to use the bony appendage growing out the top of one's neck as something other than a hat rack. Enjoys connecting the dots and rubbing together the little grey cells. Able to learn by inference and observation, and wholeheartedly enjoys doing so. Does not appreciate pre-chewed pap and predictable straight-line plots. Does not expect and does not enjoy having every little thing immediately explained in exhaustive detail.

2) Character-driven: Reads the story for the characters. Excited by character development. Seeks to understand the characters before him and is intrigued rather than repelled when they act in unexpected ways. Comprehends that a character's past determines his present and shapes his future. Understands that, unlike comic book heroes, real-world people possess a multitude of facets, assets and flaws, and that the outer facade a man may present to the world often has little to do with the real, inner, man.

3) Integrating reader: Remembers what he has read before. Follows clues in the text. Fits what he is reading with what he has previously read in order to gradually build a mental picture of the world the characters live in. Draws his own maps and link diagrams instead of expecting someone else to draw them for him. Enjoys the learning process and is excited by it.

4) High tolerance for brutality (as opposed to mindless gore): This novel is inspired by reality, not Hollywood. This novel is about war. War is brutal, dirty business in which there is no room for Hollywood boy scouts in white hats. Enough said.

5) Kindle owner: Self-explanatory.

Now, please suggest to me a well-selling author who also caters to this profile, or else tell me why this profile is wrong (and where). You are also welcome to critique my blurb, if you like. But be helpful (you don't have to be nice or polite) and be prepared to defend your position.
Michael V Willems

Posts: 57
Registered: 03/11/16
Re: What advertising strategy should I choose next?
Posted: Mar 11, 2016 7:03 AM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
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Just a short one. Kindle owner. Why? I read all my content on my iPad, using the kindle app. I down own an actual kindle. So perhaps "tablet wonder" would be more accurate.

And I'm reading this with interest. In the past, my ad conversion rates have been uneconomical as well. What to do?
Gary O'Riley

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Re: What advertising strategy should I choose next?
Posted: Mar 11, 2016 7:07 AM   in response to: Michael V Willems in response to: Michael V Willems
 
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Some people say that goodreads is a better bet for advertising...but I don't know if that's true for everyone.
Aaron James Fra...

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Registered: 03/13/15
Re: What advertising strategy should I choose next?
Posted: Mar 11, 2016 7:24 AM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
 
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Moshe Ben-Or wrote:
The problem I face consists of cost-efficiently identifying and targeting the audience members.

So you want intelligent readers, who focus on characters, remember minor details, don't mind gore, own a kindle... AND who don't mind dealing with a general peppering of flaws in language/formatting. All of this with the ability to target them cost-effectively.

If you ever find this audience gold-mine, come back and let me know where it is. I've never found a single ad campaign that's paid out more than I've put in!
writerbn

Posts: 5,645
Registered: 05/12/12
Re: What advertising strategy should I choose next?
Posted: Mar 11, 2016 7:40 AM   in response to: Gary O'Riley in response to: Gary O'Riley
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Gary O'Riley wrote:
Some people say that goodreads is a better bet for advertising...but I don't know if that's true for everyone.

Definitely not true for me. I spent almost a year with Goodreads advertising and analyzed the results: no statistically significant impact on sales.

AMS, in contrast, has been profitable for me until this year.
Van

Posts: 7
Registered: 12/30/15
Re: What advertising strategy should I choose next?
Posted: Mar 11, 2016 1:23 PM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
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HI there. I'm not a big reader of traditional fantasy, so can't give you great insight there, but I do love Terry Pratchett. Reading your blurb, I sensed that the story is maybe a little tongue in cheek and doesn't take itself too seriously, much like Terry Pratchett's books (which have sold a heap over the years). So there you go - my two cent worth!
Moshe Ben-Or

Posts: 588
Registered: 12/28/15
Re: What advertising strategy should I choose next?
Posted: Mar 12, 2016 9:12 PM   in response to: Van in response to: Van
 
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Actually, the book is science fiction. But thank you. Terry Pratchett seems to fit well. I'll give it a try.
Moshe Ben-Or

Posts: 588
Registered: 12/28/15
Re: What advertising strategy should I choose next?
Posted: Mar 12, 2016 9:25 PM   in response to: Van in response to: Van
 
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To be more precise, you are only partially correct. Nightfall is a book that takes itself quite seriously, so it does not fit with, for example, the Diskworld series. But Long Earth seems to fit,so I will try tying to it and see what the conversion rate looks like.
Ian Martin Shaw...

Posts: 85
Registered: 04/04/13
Re: What advertising strategy should I choose next?
Posted: Mar 13, 2016 1:48 AM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
 
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Just a thought but I have a difficult book to place genre wise and have had some good success with Facebook post boosting. You have to mess with the targeting quite extensively until you hit the right combination but it does work pretty well. Hope that helps.
Moshe Ben-Or

Posts: 588
Registered: 12/28/15
Re: What advertising strategy should I choose next?
Posted: Mar 13, 2016 11:50 AM   in response to: Ian Martin Shaw... in response to: Ian Martin Shaw...
 
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What is your view of Audience Network and Instagram ad placement? It seems to me that they have nice CTR and reasonable cost per click, but I do not really see sales boosts from them. Are Audience Network ads just clickfarm bait?

Post boosting seems to produce sales, but it is not cost-effective.

This whole targeting game is driving me batty. If a bunch of idiots had not pushed amazon average CPC through the stratosphere in a classic Tragedy of the Commons, my book would already be turning a handsome profit. It's very annoying.

Edited by: Moshe Ben-Or on Mar 13, 2016 11:50 AM
Moshe Ben-Or

Posts: 588
Registered: 12/28/15
Re: What advertising strategy should I choose next?
Posted: Mar 15, 2016 9:32 PM   in response to: Moshe Ben-Or in response to: Moshe Ben-Or
 
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Looks like I'll get nothing more of any use out of this question. Topic closed. Thank you all HELPFUL commenters.
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