All of my romances and women's fiction are competing with books at 99 cents. I'm not going there. I think position is more important than price with these ads at first. I have to let people know the books exist. Once the books catch readers' attention, then, if they're interested, they look at the price. Since my romances are the usual $2.99, if price is a barrier, they can read the books in KU instead, which is free. I frankly do not want to attract a large readership of people who only are willing to pay 99 cents for a 50k novel.
The thing is, I've bought a lot of 99-cent novels from Amazon and even more that were free, and I haven't read more than a few of them. I'm much more likely to read a book I pay more for. And as an author, I want readers to commit to reading my stories, not grab them up because they're super cheap and then ignore them.