From David Gaughran:
I started working in digital advertising way back in 2004 and while it is tricky to generalize about three very different ad platforms – Facebook, Amazon, and BookBub Ads – there are some general rules that I recommend everyone considers, before losing their shirts on book advertising.
Not least because books present a pretty unique marketing challenge when compare to generic products. Something which can surprise marketers who move into publishing.
I started working in digital advertising way back in 2004 and while it is tricky to generalize about three very different ad platforms – Facebook, Amazon, and BookBub Ads – there are some general rules that I recommend everyone considers, before losing their shirts on book advertising.
Not least because books present a pretty unique marketing challenge when compare to generic products. Something which can surprise marketers who move into publishing.
Rule #1: Don’t spend what you can’t afford
I mean it: don’t spend what you can’t afford. Experienced advertisers may look at this a little differently. But when you are starting out with ads, the old gambler’s rule should apply, i.e. only spend what you can afford to lose.
Certainly don’t borrow money for an ad campaign. That’s putting incredible pressure on yourself and multiplies the chances of a terrible outcome. Consider rolling your book profits back into marketing instead. It’s a nice, organic, and sustainable way to grow your business. And whether you have a lot to spend, or a little… start small.
Only increase your budgets when you are sure the ads are working. Ad by that I mean selling books, rather than generating traffic or hoovering up Likes; not all Likers blossom into lovers, alas.
When you are more experienced – i.e. when you have tried-and-tested targeting and you already know that your ad assets convert – you can start campaigns off much hotter from the get-go. But you can’t shortcut that process when starting out without taking huge and unnecessary risks.
Rule #2: do explore the wider world of marketing first
It’s really wise to explore other paths to readers before deciding advertising is the most suitable. Advertising sounds sexy… when it’s really tiresome number crunching for the most part. Or epic frustration as you spend hours wrestling with technical issues. And/or a boring slog learning how the systems work.
Book advertising is also a massive time-sink as well as a real money-pit. A whole legion of course sellers and tool floggers might claim that advertising is the cure for all your ills. But remember that it’s only one part of the big world of marketing. Other approaches may work better for you, especially when you’re starting out or your budget is restricted.
I especially recommend that beginners (and anyone on a budget) pay attention to the world of deal sites. It’s often the cheapest clicks you’ll get anywhere and no specialist knowledge is required.
. . . .
Rule #4: do survey the field before making your choice
Definitely do take a look at each of the three major ad platforms before deciding where to spend all your book advertising dollars: Amazon, BookBub, and Facebook. Play with each of them a little. Dip your toe into some resources and get a feel for what works where. Look at the strengths and weaknesses of each platform – because they are wildly different in so many ways.
Go deeper again, if you want my advice, and check your comp authors on each platform are viable targets. Because one of your key authors might not be targetable at all on Facebook but might have a healthy following on BookBub. Or they might have no followers on BookBub. Or might be too expensive to target on Amazon.
Time invested researching these things is often money saved on bad ads.
Rule #5: don’t ask this question
Please, I beg you, don’t ask “which ad platform is hot right now?” They’re all hot if you know what you’re doing and they’re all not if you don’t.
Link to the rest at David Gaughran
Rule 0:
Don’t assume that “traditions” across the thirteen publishing industries — whether supposedly “in general” or for the specific industry of your specific books — point at any efficient use of your time or other resources.
Question everything. There’s no need to reinvent the wheel — but first make sure that you’re on level terrain, that it’s in good repair, and that it’s a wheel in the first place.