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Author Topic: Analyzing Bookbub Ad results  (Read 2146 times)  

Online Anarchist

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Re: Analyzing Bookbub Ad results
« Reply #25 on: December 05, 2017, 09:53:38 AM »
Those aren't, by the way, all the ads I had out there. (Currently they are all paused because I had a BookBub deal for a a title in the same series. I plan to turn them all back on when the deal comes down.)

I target smaller authors whose work is similar to mine per advice I got here on kboards. I also bid extremely low. A lot of high bidders use up all their juice in the morning. I get no impressions or clicks during that time. Afternoon and night I start getting them.

One of your campaigns (in the graphic you posted) delivered hundreds of $0.05 clicks. And another that delivered 700+ clicks under $0.06.

That's...





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Offline C. Gockel

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Re: Analyzing Bookbub Ad results
« Reply #26 on: December 05, 2017, 10:11:21 AM »
One of your campaigns (in the graphic you posted) delivered hundreds of $0.05 clicks. And another that delivered 700+ clicks under $0.06.

That's...







Mind you, these ads are all for free books, but I do think <15-cents is usually acceptable for them. (20-cents to 30-cents is all I will tolerate for 99-centers.)

In a past life I created banner ads for Fortune 500 financial companies. I got to be pretty good at it.



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Offline katie78

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Re: Analyzing Bookbub Ad results
« Reply #27 on: December 05, 2017, 10:56:56 AM »
are bookbub ads effective for certain genres and not others? i write contemporary fiction, not genre, and i'm getting nowhere.


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Re: Analyzing Bookbub Ad results
« Reply #28 on: December 05, 2017, 11:08:34 AM »
Mind you, these ads are all for free books, but I do think <15-cents is usually acceptable for them. (20-cents to 30-cents is all I will tolerate for 99-centers.)

In a past life I created banner ads for Fortune 500 financial companies. I got to be pretty good at it.

If you wouldn't mind sharing, could you show some of the creative you're using? This is fascinating, because the lowest I've gotten clicks for a free book is around $0.17 - $0.19; I'm curious whether it's the targeting, bidding, or image that need work (or, perhaps, all three).

Nick

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Re: Analyzing Bookbub Ad results
« Reply #29 on: December 05, 2017, 11:18:49 AM »
If you wouldn't mind sharing, could you show some of the creative you're using?



This is based off of my second-best performing FB ad (I figured as the competition got steeper I'd convert my top performer to 300x250 format.)

I target smaller authors and keep my bids low.

Here is a 99-cent box set that did well (20-cents - 30-cents a click.) I used the same rules: smaller authors, low bid.



ETA: I haven't really tried 99-cents for a singleton. Also, every short story antho I tried fell flat.
« Last Edit: December 05, 2017, 11:28:52 AM by C. Gockel »


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Offline C. Gockel

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Re: Analyzing Bookbub Ad results
« Reply #30 on: December 05, 2017, 11:35:45 AM »
are bookbub ads effective for certain genres and not others? i write contemporary fiction, not genre, and i'm getting nowhere.

I don't know. Show your ad here, maybe people can chime in and let you know if it works?


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Online Nicholas Erik

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Re: Analyzing Bookbub Ad results
« Reply #31 on: December 05, 2017, 12:37:28 PM »
Thanks, C. Gockel. More to think about, more to test.

Nick

Offline VirginiaMcClain

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Re: Analyzing Bookbub Ad results
« Reply #32 on: December 05, 2017, 01:05:19 PM »
Does it make sense to test ad effectiveness (copy, image choice, etc.) with CPC ads so you can be sure your budget actually gets you some amount of click through, and then switch to CPM once you've got something effective to minimize cost? Or is that not a good strategy?
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Offline C. Gockel

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Re: Analyzing Bookbub Ad results
« Reply #33 on: December 05, 2017, 02:09:22 PM »
Does it make sense to test ad effectiveness (copy, image choice, etc.) with CPC ads so you can be sure your budget actually gets you some amount of click through, and then switch to CPM once you've got something effective to minimize cost? Or is that not a good strategy?

I turned off all my ads a little while ago because the series I promote has a BookBub deal right now. Haven't even tried the new CPC option ... or do you mean in general?

I actually used FB to test images and copy, and then just used the 2nd best on a BookBub ad. I didn't do a lot of testing, since it did well out the gate.

However, if I were going to test I'd do the same image with slightly different copy targeted to the same big name author in my genre. Pick the best copy and try it on two new images. I kind of have a feel for good images and copy because I created adds for many years. You want it to be legible, you want to state your value proposition, you want to have a call to action. Other than that, a lot is going to depend on your genre I suspect.


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Offline VirginiaMcClain

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Re: Analyzing Bookbub Ad results
« Reply #34 on: December 05, 2017, 04:06:48 PM »
I turned off all my ads a little while ago because the series I promote has a BookBub deal right now. Haven't even tried the new CPC option ... or do you mean in general?

I actually used FB to test images and copy, and then just used the 2nd best on a BookBub ad. I didn't do a lot of testing, since it did well out the gate.

However, if I were going to test I'd do the same image with slightly different copy targeted to the same big name author in my genre. Pick the best copy and try it on two new images. I kind of have a feel for good images and copy because I created adds for many years. You want it to be legible, you want to state your value proposition, you want to have a call to action. Other than that, a lot is going to depend on your genre I suspect.

I do mean for CPC vs CPM on Bookbub specifically, and for those of us without your extensive marketing background who need to test in order to sort out what works best. Although, as you say, testing on FB ads first might be a good way to go about it regardless. Thanks for that!
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Offline C. Gockel

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Re: Analyzing Bookbub Ad results
« Reply #35 on: December 05, 2017, 07:01:23 PM »
I do mean for CPC vs CPM on Bookbub specifically, and for those of us without your extensive marketing background who need to test in order to sort out what works best. Although, as you say, testing on FB ads first might be a good way to go about it regardless. Thanks for that!

I don't really know that FB is really better, it's just by the time I got to BookBub CPM ads I'd already had a lot of experience with Facebook. BookBub actually lets you target a lot of the smaller authors--and that is nice. Facebook let's you target interests, and then refine with habits (like reading) and THAT is really nice.


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Offline JRTomlin

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Re: Analyzing Bookbub Ad results
« Reply #36 on: December 05, 2017, 08:48:38 PM »
How many followers do you need authors to have to put together a good campaign? I'm looking at one possibility from my AB lists with 6000 and a couple of others with about 2000. I could combine them.  Of course, some of their lists could overlap since they're in the same or closely related genres. Any suggestions on a workable number?

I get good results on AMS from a couple of big name authors with 100k+ followers but I am skeptical about using those and they aren't on my AB lists.

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Offline Rod Little

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Re: Analyzing Bookbub Ad results
« Reply #37 on: December 05, 2017, 11:01:51 PM »
I have had moderate to poor success on full priced books ($3.99).  CTR from 7% down to 0.03% with wild swings in success (or lack of). Still experimenting with graphics and author targeting.

It can be a money drain.... but it's easier than FB. Twitter can also be a money drain (lots of clicks but few sales). At least I get good sales with FB and BB (sometimes).
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Offline HopelessFanatic

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Re: Analyzing Bookbub Ad results
« Reply #38 on: December 06, 2017, 07:20:55 AM »
Those aren't, by the way, all the ads I had out there. (Currently they are all paused because I had a BookBub deal for a a title in the same series. I plan to turn them all back on when the deal comes down.)

I target smaller authors whose work is similar to mine per advice I got here on kboards. I also bid extremely low. A lot of high bidders use up all their juice in the morning. I get no impressions or clicks during that time. Afternoon and night I start getting them.

I think both you and David are right, but might be talking about different things. Both CPM and CTR determine cpc together. They are both important.

CTR becomes more and more important the higher your CPM. But even at a low CPM, the higher your CTR, the lower your cpc.

I think they are two tactics when using BB ads. One is to keep steady, low spend (CPM bids) ads. I think the biggest drawback with this tactic is scaling. But BB ads in my experience are harder to scale than FB or AMS, but the targeting is superior. The other tactic is to bid higher and focus on CTR to keep CPC low. These are good for a short burst, like during a short term promo, but lose effectiveness over time (sometimes rapidly) as an audience is saturated. And I've found my best targets for CTR saturate very quickly. Lowering my CPM bid extends an ads life, but also lowers daily impressions, slowing sales.   

Different current goals changes how to effective approach BB ads in my experience. 

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Re: Analyzing Bookbub Ad results
« Reply #39 on: December 06, 2017, 11:31:44 AM »
How many followers do you need authors to have to put together a good campaign? I'm looking at one possibility from my AB lists with 6000 and a couple of others with about 2000. I could combine them.  Of course, some of their lists could overlap since they're in the same or closely related genres. Any suggestions on a workable number?

I get good results on AMS from a couple of big name authors with 100k+ followers but I am skeptical about using those and they aren't on my AB lists.

I don't know. If BookBub says it's too small I add another (small) author.

If an author is super big, they tend to cost more. For instance, Neil Gaiman and I both write Norse Mythology with a humorous/philosophical slant, but he's too expensive in BookBub for me.


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Re: Analyzing Bookbub Ad results
« Reply #40 on: December 06, 2017, 11:32:47 AM »
I have had moderate to poor success on full priced books ($3.99).  CTR from 7% down to 0.03% with wild swings in success (or lack of). Still experimenting with graphics and author targeting.

It can be a money drain.... but it's easier than FB. Twitter can also be a money drain (lots of clicks but few sales). At least I get good sales with FB and BB (sometimes).

I've found that FB can work pretty well with full priced books. I also like AMS for full-priced books. I wouldn't even try a full-priced book with BB ads.


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Offline C. Gockel

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Re: Analyzing Bookbub Ad results
« Reply #41 on: December 06, 2017, 11:34:29 AM »
One is to keep steady, low spend (CPM bids) ads. I think the biggest drawback with this tactic is scaling. But BB ads in my experience are harder to scale than FB or AMS, but the targeting is superior. The other tactic is to bid higher and focus on CTR to keep CPC low. These are good for a short burst, like during a short term promo, but lose effectiveness over time (sometimes rapidly) as an audience is saturated. And I've found my best targets for CTR saturate very quickly. Lowering my CPM bid extends an ads life, but also lowers daily impressions, slowing sales.   

I use BB ads for slow steady sales. You're right, with my tactics you won't always get a lot of impressions, and hence clicks. Though the clicks will be cheap.


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Offline katie78

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Re: Analyzing Bookbub Ad results
« Reply #42 on: December 06, 2017, 03:53:43 PM »
I don't know. Show your ad here, maybe people can chime in and let you know if it works?


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Re: Analyzing Bookbub Ad results
« Reply #43 on: December 06, 2017, 08:07:46 PM »


Okay, take this for what it's worth:
- Get rid of the vendor logos. If you must, say "Available on All Vendors" They are too small to read.
- State the price. If it isn't 99-cents or less, don't use BookBub CPM, use FB and AMS
- Say something about the book. Try a few taglines in AMS (since you don't have to mess with graphics.) Something short and emotionally gripping. It's your genre, what is a tagline that would hook you immediately?
- Keep the five stars at the top and the author name, but loose the quote. It's too small to read.
- Maybe try a photo that captures the mood instead of the book itself.
- The ad is too small--use the whole 250 height.
- Get a button or a "link" (i.e. text with underline) or something with a call-to-action. "Click Here" / "Download Now"


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Offline katie78

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Re: Analyzing Bookbub Ad results
« Reply #44 on: December 06, 2017, 09:02:35 PM »
Okay, take this for what it's worth:
- Get rid of the vendor logos. If you must, say "Available on All Vendors" They are too small to read.
- State the price. If it isn't 99-cents or less, don't use BookBub CPM, use FB and AMS
- Say something about the book. Try a few taglines in AMS (since you don't have to mess with graphics.) Something short and emotionally gripping. It's your genre, what is a tagline that would hook you immediately?
- Keep the five stars at the top and the author name, but loose the quote. It's too small to read.
- Maybe try a photo that captures the mood instead of the book itself.
- The ad is too small--use the whole 250 height.
- Get a button or a "link" (i.e. text with underline) or something with a call-to-action. "Click Here" / "Download Now"
thanks. that really helps. i don't know   anything about creating images on canva or wherever so i guess i'll need to figure that out next. (a graphic designer made me this one for facebook.)

self-publishing means having ever-developing skill sets! every time i think i have it figured out, something  new comes up. it's certainly never boring.


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Re: Analyzing Bookbub Ad results
« Reply #45 on: December 07, 2017, 06:09:09 AM »
thanks. that really helps. i don't know   anything about creating images on canva or wherever so i guess i'll need to figure that out next. (a graphic designer made me this one for facebook.)

self-publishing means having ever-developing skill sets! every time i think i have it figured out, something  new comes up. it's certainly never boring.

Are you in AMS? Before you start playing with the graphics work on your taglines there!


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Offline AliceS

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Re: Analyzing Bookbub Ad results
« Reply #46 on: December 07, 2017, 06:28:37 AM »
A very informative thread!


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Re: Analyzing Bookbub Ad results
« Reply #47 on: December 07, 2017, 03:28:42 PM »
I don't know. If BookBub says it's too small I add another (small) author.

If an author is super big, they tend to cost more. For instance, Neil Gaiman and I both write Norse Mythology with a humorous/philosophical slant, but he's too expensive in BookBub for me.
Ah, Bookbub will tell you. That's interesting. They haven't so far, but I've paused while I wait for a new ad.

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