From author and TPV regular John Ellsworth:
In reflecting further, it becomes clear to me that the possibility of having my book discovered (albeit maybe not purchased) is much higher in terms of permutations on the Facebook platform than on Amazon ads. With Amazon ads I might choose 2000 keywords to bring up my book. With Facebook I have literally millions of possible sorts (database sorts) that I can create and try with a few simple clicks. For example, I can choose an audience of a certain age, a certain gender, a certain country, with certain interests, with other interests that further include or exclude and etc. ad nauseam. The truth telling, though, comes in the intent of the viewer. With Amazon ads, we can probably presume the viewer is there predisposed to buying a book. But on FB we can’t assume any such thing.
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Knowing what little I do know about SEO, it can probably be stated that discoverability on Amazon will only happen on the first three pages of ads. After that they fall off tremendously. So discoverability on Amazon depends on being on page one to three of the sponsored ad search results while discoverability on Facebook, while maybe higher because of the defined database sorts Facebook can make, is very achievable but the intent of the viewer will probably be very different (who do you know who goes on FB to buy a book?) than the presumed intent of the Amazon viewer.
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Amazon, in truly Amazon fashion, is extremely stingy with the data I need to make a business-like choice about advertising. FB, on the other hand, gladly provides me with probably more data than I know how to use, all of which is modifiable in the tabular displays that allow me to choose lots of different variables.
Link to the rest at John Ellsworth
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