Tag Archives: advertising

Four Months Out: Focusing the Plan

The past 30 days have been highly productive and educational. I now have a much better idea, and a better plan, for spreading the word about the original Waterspell trilogy as well as the forthcoming Book 4 (and the forthcoming boxed set). My promotional efforts are paying off, and I’m learning what works and what doesn’t.

Today, November 18, with the official launch of Waterspell Book 4 just four months away (it should be available for pre-orders in only two months, on January 18), I’ll try to summarize what I’ve I learned.

BookBub vs. BookRaid

Hands down, BookRaid.com is better! I’ve found that BookBub is overrated and overpriced. Comparing my continuously-running BookBub ads with my one-day BookRaid ad:

• BookBub got 273 clicks at a cost of $160 = $0.58 per click
• BookRaid got 715 clicks at a cost of $62 = $0.086 per click

That’s right: A one-day BookRaid ad attracted nearly three times as many clicks, and cost me less than 9 cents per click. BookRaid advertising maxes out at $60. No matter how many clicks an ad gets, the advertiser will not be charged more than $60. It’s a Canadian company, and my credit card charged me $1.80 foreign transaction fee, so the actual, final cost came to $61.80. Divided by 715 clicks, however, that’s less than 9 cents per click, compared to the nearly 60 cents per click (!) at BookBub. What a bargain BookRaid is!

Particularly in light of the great results. My BookBub ads had been running almost continuously for weeks, and they were barely moving the needle at Amazon. In fact, almost no Amazon (Kindle) customers were even clicking on my BookBub ads; those ads mostly attracted Google Books and Apple-Canada readers. (I love my Google Books and Apple-Canada readers! Don’t get me wrong. It’s just that Amazon rankings count for so much in the crazy world of publishing.)

On November 5, Waterspell Book 1: The Warlock ranked #17,977 at Amazon:

#147 Fantasy Adventure
#289 Sword & Sorcery
#305 Epic Fantasy

But then on November 7, following my one-day BookRaid ad, my Amazon rankings were:

#446 overall
#4 Fantasy Adventure
#8 Coming of Age
#8 Sword & Sorcery

The numbers also improved at Barnes & Noble: from 124,953 before BookRaid, to 71,283 after.

ManyBooks and Fussy Librarian

Pleased though I was with those numbers, I wasn’t done experimenting. I scheduled ads for the very next Saturday, November 13, benefiting from discounted prices at both The Fussy Librarian ($39, regularly $49) and ManyBooks.net ($19, regularly $29). With those promotions running simultaneously, I can’t say which was the most effective, but together they brought me great results. That Saturday morning, Book 1 was ranked #3256 at Amazon: #26 Fantasy Adventure, #51 Sword & Sorcery, #52 Epic Fantasy.

That day and the next, those numbers climbed:


My conclusion? Stop wasting money on ineffective, overpriced BookBub ads, and direct my promotional dollars instead to the lovely folks at BookRaid, ManyBooks, and Fussy Librarian.

Goodreads and Other Social Media

After taking Alessandra Torre’s free Goodreads webinar, I’ve got a somewhat higher opinion of Goodreads. I’ve tried to implement Alessandra’s great advice about interacting effectively and efficiently on that platform. Some of her advice is:

• Leave reviews for books you love (those you can honestly 5-star)
• Like/comment on other reader reviews of those same books
• Mark your current read as “Reading”
Leave your own review of your own books (no star rating, just your comments)
• Like/comment on the 5-star reviews that readers have given you
• Share a Goodreads review on your other social media

After doing these things, I’ve definitely seen more engagement with readers at Goodreads. To my absolute delight, several new readers have gifted me 5-star reviews there. These are the first new interactions I’ve had at Goodreads in ages. My effective promotion (via BookRaid, Many Books, and Fussy Librarian), combined with my more enthusiastic Goodreads participation, seems to be attracting new supporters to my cause. I’m deeply grateful. ♥

 

These new 5-star ratings have raised my overall numbers at Goodreads to 3.97. Alessandra Torre said the average rating there is 3.5 stars, so I’m feeling good about being “above average.” ↑ Goodreads has a reputation as troll central: too often, there seems to be more emphasis on savaging a writer than on appreciating the time and effort it takes to write a book. With Alessandra’s blessing, I’ll try harder to boost and appreciate the work of my colleagues, to share the love in this crazy publishing free-for-all.

As for my other social-media efforts:

Instagram is working well. I’m connecting with readers and authors there. So far it hasn’t brought me any new reviews (that I know of), but I enjoy interacting with Bookstagrammers.

My Facebook author page isn’t worth the space it occupies. Hardly anybody sees it.

My personal Facebook profile is reserved mostly for my private life, but when I get good book news, I’m thrilled to share it with my friends and feel their love.

The Facebook groups in which I’ve been active are getting less of my time now. They’re either not focused enough on my genre, or they’re actively hostile to authors’ promotional efforts. The latter has surprised me.

What’s Next?

All that I’ve learned this past month has helped me refocus my efforts. It dawned on me that, instead of spending my entire marketing budget on individual Book 1 and Book 4 promotions, I should instead plan to vigorously promote the next big thing on my to-do list, which is the boxed set of the complete Waterspell series.

When that’s ready, I can do a Goodreads Giveaway, and also investigate a $45 NetGalley option.

With that future marketing in mind, I’m taking a break from paid advertising for the next six weeks or so. Gonna save my money for a big push in early 2022—especially now that I know what works to move the needle at Amazon.

Book 1 Amazon rank 18 Nov 2021

Even today, five days after my dual ManyBooks/Fussy Librarian promotion, Waterspell Book 1: The Warlock is well ranked at Amazon. And now it’s got 39 ratings: one more than yesterday. People are finding it and reading it! I am feeling much encouraged. It may indeed be possible to relaunch this series, after Life with a capital L sidelined me for too many years.

 

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Five Months Out: Adjusting the Promotion Plan

Four weeks have flown by in a swirl of promotional activities. Now it’s time to take stock and decide what’s working, and what needs adjusting.

Discounting. Making Waterspell Book 1: The Warlock free in all ebook formats has definitely raised the book’s profile. At one point, it ranked about #1,200 in the Kindle store, and around #46 in Fantasy Adventure Fiction. Alas, I did not screen-shoot those lofty numbers, so now I can’t prove what I saw. As of today, however, the book is still ranking respectably at Amazon (as pictured). Its sales rank at Barnes & Noble also improved quite a bit. There’s no doubt: making it free has made Book 1 more visible.

Amazon rankings 10-18-2021

Reviews. Free ebooks have NOT yielded new reviews, however. I’m kinda gobsmacked over the difficulty of getting readers to post reviews. Even giving away paperback copies to potential reviewers has garnered only one new review in a whole month. It’s a reality check, for sure, regarding the vast numbers of books that are available to readers, and the vast numbers of authors who are clamoring for the attention of those readers.

StoryOrigins Portal fantasy promo graphicExploring additional avenues to get reviews, I’ve signed up at StoryOrigin. There, I posted a sample as a Reader Magnet, and my offer of a free review copy has been accepted by two readers so far. Also, I’ll be participating in a group promo for Portal Fantasy books, Dec. 1–31.

Just today, I entered Waterspell Book 1 in a monthly book giveaway sponsored by Reader Views. Am waiting to hear when the giveaway will be scheduled. It’ll be in time, I hope, to help with next year’s planned Book 4 publicity.

Bookstagram. This platform has been encouraging. I’m connecting with other authors, and with reviewers and book bloggers. Two readers have accepted my offer of a free review copy in exchange for honest reviews. Those reviews have not yet been posted, leaving me to wonder whether they will be. Fingers crossed.

BookBub ads. Mixed results here. I’ve tested various graphics. All of these (below) have attracted some clicks, but none has performed spectacularly. For my next month of advertising, I’m switching to Freebooksy.

Blog Tours. Going on blog tours was the best way I got reviews when the Waterspell trilogy was first published. I’m thinking it may be time to investigate what’s available these days. On Bookstagram, I follow TBR and Beyond Tours. Not sure they’re a perfect fit, but I’ll look into them further. I’ve bookmarked several other possibilities at The Book Designer.

Those of you who occasionally read my blog posts (thank you! I love you!) have probably figured out, by now, that I use this space for thinking out loud. It’s my planning area. Without my posts on “discoverability,” I’d never be able to keep track of plans made, plans executed, or plans adjusted. All of this marketing work is squeezed into the hours when I’m not actively writing—or formatting.

On top of everything else, I’m repaginating the paperback editions to skinny-up the print books a tad (in light of current printing and shipping costs) and to update the copyright and About the Author pages. Scattered about my house are PDFs of Books 1, 2, and 4, with Book 3 yet to be repaginated. The Book 4 manuscript is out with my final beta reader, I’m busily promoting Book 1, and I’m trying to be a regular Bookstagrammer, while not wholly neglecting Goodreads and Facebook. The days are just packed! And now I’ve added StoryOrigin to my online efforts. I can’t keep this up forever. About a month after Book 4 is published, I’m going to collapse and sleep for three days.

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Filed under BookBub, Books and Readers, Bookstagram, Discoverability, Waterspell fantasy trilogy

My BookBub Ad Test

Here are the results of my advertising test at BookBub: “Belong” (ad 1) and “Courage” (ad 2) got almost exactly the same number of clicks, but hardly any clicks at all from Amazon shoppers. The vast majority of readers who showed interest by clicking either ad were Barnes & Noble customers (“Belong”) or, surprisingly to me, Apple Books and Kobo readers (“Courage”).

This supports my belief that writers who give Amazon exclusive rights to sell their books are condemning their works to compete with the almost infinite number of “products” sold by Amazon, while ignoring the truly dedicated readers who shop at Barnes & Noble and elsewhere, and who prefer non-Kindle tablets and e-readers.

When I launch a serious ad campaign for Waterspell Book 4 and the accompanying audiobooks, I now know where to direct my efforts.

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TMI: Marketing Info Overload

Too Much InformationMy eyes are glazing and my brain hurts. It began with a BookBub Partners email directing me to a guest blog by author Nick Sullivan, his topic being one close to my heart: Launching Book 4 in a Series. Like Nick, I have a fourth book coming out in about six months. But unlike Nick, it would never occur to me to set up a pre-order for a book being released months from now. That’s yet another marketing wrinkle I must consider.

As is “calling KDP.” What? It’s possible to telephone Kindle Direct Publishing? Nick says he “Called KDP and added eight more categories to both the paperback and the Kindle editions. (When you set up your book in KDP, you provide two categories, but you can contact Amazon and get up to 10.)” Veddy interesting. I had no idea that speaking with an actual human would be possible. I must investigate.

Reading more of Nick’s advice, I came to the unfamiliar term AMS. Nick writes that AMS had been “getting away from him.” Well, by golly, it’s sure been getting away from me, since I had never heard the term before today. Googling clued me in: it stands for Amazon Marketing Services. Oh, okay: ads. Yep, Amazon ads have been on my to-do list.

So I let Google detour me from Nick’s Book 4 launch strategy into the YouTube weeds of “How to Do Amazon Book Ads.” The process seems similar to BookBub’s DIY ad platform. Except Amazon makes provision for “negative targeting keywords,” where you enter search terms that you don’t want your book to be associated with. For instance, if your book isn’t free, you can enter “free” and “free ebook” as negative keywords, to keep freebie shoppers from clicking on your title and then getting mad when they see that it costs a whopping $2.99.  Good to know.

But back to Nick’s advice. He names several non-BookBub promo sites: Robin Reads, Freebooksy, Book Adrenaline, BookDoggy, ENT, and eReaderIQ. I see more Googling in my future, as I have no clue what any of those are or what they do or how much they cost.

Nick’s post eventually led me to this related article: “Marketing a New Book Release that’s Part of a Long Series.” In that linked article, author Julianne MacLean offers succinct advice that seems a little easier to follow for someone (like me) who possesses only rudimentary marketing knowledge. Julianne breaks her promo plan into seven steps:

1. Pre-order
2. Cover reveal
3. Social media
4. Book trailer
5. Discounting
6. Advertising
7. Blog tour

I’ve got Waterspell Book 4’s new cover in hand, I’ve made some book trailers, I’m as active as time allows on social media, and my testing-the-waters ads via BookBub have yielded promising results, especially for rebels like me who prefer Barnes & Noble and Nook. When Waterspell Books 1 and 2 were newly released, I did blog tours, and it seems that such tours are still “a thing,” though blogging itself isn’t the hottest communications medium out there.

Which leaves pre-orders and discounting for me to investigate.

My to-do list grows ever longer. It’s encouraging, though, that other writers have worked out doable marketing plans that I can hope to emulate. But not right now. At this hour of the day, I (like Fernando Pessoa) need truth and aspirin.

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Filed under BookBub, Cover Design, Discoverability, Writers

Burrowing Into BookBub

The Plan calls for investigating the usefulness of BookBub, a book discovery service that features free and discounted ebooks. Quickly I learned that it’s great for readers. In Week 1 of getting their daily emails featuring ebook bargains, I bought six new books or series (pictured, Refraction through Book of Dragons). None of these cost me more than $3. Such a deal!

Nook library

 

Waterspell by Deborah J Lightfoot

BookBub ad 1

I’ve also tentatively begun advertising on BookBub. My first ad served up 1,600 impressions but garnered only eight clicks. Being inexperienced with this ad platform, I paid for impressions rather than clicks. So far, I can’t see the logic in spending money on “impressions,” which are nothing more than opened emails. There’s no guarantee that people will even scroll all the way to the end of the email, where the ads appear. As I see it, “impressions” mean little or nothing. It’s clicks that should matter.

Waterspell by Deborah J Lightfoot

BookBub ad 2

For Ad No. 2, I changed the tagline and bid on clicks, not impressions. This ad has been running for three days now, serving up fewer impressions but not burning through the test budget like my first ad did.

Waterspell by Deborah J Lightfoot

BookBub ad 3

I’ll give Ad No. 2 a week, then change the text again, to test a question rather than a statement. My Facebook focus group likes Ad No. 3 the best of all the examples I offered for their scrutiny.

All things considered, I believe there’s more reason to invest time and money in reaching the “power readers” at BookBub, rather than work at growing an audience for my Facebook author page. Facebook users are a distractible bunch, their interests running the gamut. BookBub (every time I start to type that, it comes out Boobbub!) is laser-focused on people who buy books.

And clearly, those readers don’t want to spend much money. I can’t blame them. I myself scarfed up the dollar bargains as quickly as they came my way.

Therefore, after testing Ads 1, 2, and 3, my next step will be to drop the price of Waterspell Book 1 to 99 cents (or free, if Amazon will let me) and see what the response is.

If at first you don’t succeed …

 

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