From BookBub Partners:
2. Browse “Related Authors” for your author targets
For many advertisers, choosing author targets is a critical part of creating successful ad campaigns. To help make it easier for advertisers to discover author targets with large audiences on BookBub, we added a tab to the author targeting module of the ad creation form to surface “Related Authors.”
After you select at least one author target for a campaign, we’ll generate a list of other authors who share readers with the author(s) you’ve already selected. Of course, you should always test your targets to determine which will be the most effective for your particular books and campaigns, but we hope this will help you find new audiences to test out!
3. View improved stats for individual author targets
When you’ve added more than one author target to a campaign, you can view the impressions, click-through rate (CTR), and cost-per-click for each target under the “Aggregate Stats” tab. These stats are now visible for each target as soon as your ad starts serving impressions.
We recommend waiting to draw conclusions about an author target’s effectiveness until you have at least a few hundred impressions. The more data you have, the more reliable the results.
Note that many of our readers fall into the targetable ad audiences of multiple authors. If a reader who sees an impression of your ad falls into the audience of more than one of the authors your ad is targeting, we include the stats from that impression under each of those authors. This may help you collect data more efficiently than if you were to target each of those authors’ audiences with separate ad campaigns.
Link to the rest at BookBub Partners
PG notes that BookBub is not the only book promo service used by indie authors (there are quite a few).
However, PG included this excerpt because it highlights what can often be a useful principle for marketing and promoting a book (as well as a great many other things) – Watch what your competitors are doing to sell their books and try to determine if it’s working well or not.
One of the common things that advertising agencies do is to carefully monitor all the advertising and marketing activities undertaken by companies that are competitive with the agency’s clients. For example, Coke’s ad agency watches what Pepsi is doing for advertising and promotion and vice-versa.
Sometimes this practice results in copy-cat advertising, but more often, it may disclose something more subtle: the competitor has discovered a consumer segment (let’s use single women over 40 who have a reasonable amount of disposable income as an example) that responds positively to a certain type of message and has created advertisements that carry that message and is placing them in online locations that attract such visitors (or magazines focused on such readers or television programs with a high percentage of such viewers).
BookBub’s suggestion is the same. Very few readers only read books by a single author. One of the reasons that genres exist and are cultivated by publishers and bookstores is that the best way to sell more books to those types of readers.
We’ll take an example: Mystery and Crime Fiction (which are actually two genres, but are often lumped together):
Some basic sub-genres would be:
- Detective Novels (Agatha Christie, Raymond Chandler, Dashiell Hammett, and Sue Grafton are some well-known examples)
- Cozy Mysteries (Dorothy L. Sayers, Elizabeth Daly and sometimes, Dame Agatha again)
- Police Procedural (Ed McBain, P. D. James, and Bartholomew Gill)
- Caper Stories (W. R. Burnett, John Boland, Peter O’Donnell, and (sometimes) Michael Crichton)
So, if you write detective novels, you might want to see if you can successfully promote your book by targeting readers who like Sue Grafton’s books. In a crude way, you might use an advertising headline that reads, “If you like Sue Grafton books, you’ll really love mine!”
However, as an indie author who has complete control over your advertising and needs no one’s approval to spend some of your hard-earned royalties to generate more royalties, you can be much more sophisticated and cost effective. You can use the techniques described in the OP and also learn more about Amazon Recommendations and Also Boughts.
David Gaughran has written an excellent post on that very subject.