From BookBub Partners:
For many advertisers, choosing author targets is one of the trickiest parts of running effective BookBub Ads campaigns. Unlike other ad platforms that have a limited number of authors available to target, BookBub Ads lets you reach the fans of any author with a following on BookBub, which means you have a lot of targets to choose from!
Author R.J. Blain has developed a rigorous process for testing BookBub Ads author targets to identify the best ones for her books. Back in October, she tested 64 individual author targets for a limited-time $0.99 deal on Hoofin’ It, the second book in a series of magical romantic comedies. During the 10 days the book was discounted, she served over 1.2 million ad impressions, garnered over 10,000 clicks, and sold an estimated 2,400 copies. And when she used the top performing targets to promote a new release in the series in May, it hit the USA Today bestseller list. Here’s how she did it!
Hoofin’ It was selected for a Featured Deal in our Supernatural Suspense category on October 22. This title is usually priced at $5.99, so R.J. used the $0.99 discount as an opportunity to test out new author targets for this title and this series. She was willing to lose some money on the test campaigns if she learned things that would improve her ads and set her up for success in the long run.
I wanted to see what reader behavior was like in October, try new-to-me targets, get a feel for general performance, and test new tools like the Related Authors suggestions. Additionally, I wanted to fluff my own audience for more efficient marketing later on, so when I do release a book, the audience is warmed and I spend less money for better results.
I ultimately get better advertising on a warmer audience. The general rule of branding is it takes people 18–20 times to become ‘comfortable’ with something due to exposure to it. So, by using an off-the-wall ad with a very limited audience, my self-target becomes a hive of people who are interested in what I have to sell. They’ll click more often AND buy more often.
When selecting author targets to test, R.J. looked for supernatural suspense, paranormal romance, and urban fantasy authors with sufficient audience sizes. Her goal was to find individual authors to target with each campaign, but if a promising author didn’t have a large enough audience on their own, she’d group a few together to bulk up the reach.
Anything below 5k tends to be too small and won’t give good results alone. Ideally, I’ll have a healthy group size of around 25k. That gets delivery.
Even more important than audience size was whether the author wrote similar content. She investigated each potential target to identify signals that suggested their audience would like her books as well. Some of the things R.J. considered when evaluating authors in her genre included:
- Do the tropes, tone, and mood of their books match hers?
- Would their readers be open to trying a self-published author?
- Would their readers like a quirky story, and be receptive to her style of humor?
I need to reach people who are open to self-published authors since I self-pub, but I also need it to be from the pool of traditional authors because my books are not in Kindle Unlimited. It’s a very difficult wire to walk in a lot of ways.
To identify authors, R.J. puts herself in the headspace of her ideal reader. She spends a lot of time reading books in her genre and browsing retailers and sites like BookBub and Goodreads that readers typically use to discover books and authors. For this batch of tests, she also tried out the “Related Authors” suggestions in the BookBub Ads form. One of her test campaigns included three new author targets who had overlapping audiences with an author R.J. had successfully targeted with books in this series in the past.
The Related Authors tool wasn’t something I’d used much, and Sarah Noffke writes quirky things similar to me. I didn’t want to use myself as a starting point, but I also didn’t want to use a trad author; Sarah is more along the indie line of things, so she made a very good foundation for readers who are open to indie titles and might appreciate my type of quirky.
In order to isolate the impact of her targeting, R.J. used the same ad creative for every one of her author tests. She used an image from the book cover of the protagonist and his alpaca sidekick, highlighted the limited-time deal price, and listed a few key elements of the story (“magic, mayhem, romance, & bodies”) to attract the right audience.
I want to find readers who will like my type of book, so I use an ad that won’t appeal to the masses; I want to catch those who like my style of humor.
Link to the rest at BookBub Partners
The article continues with a great many more details and tips.
PG has been doing a lot of experimenting with ads for Mrs. PG’s latest release and has discovered a number of tools designed to assist an author in improving the results of advertising one or more books. He’ll probably share some of his discoveries after he finishes. Suffice to say, there are many more tools available than there were when PG last explored this terrain.