I use this blog to pass along the information about writing and especially publishing I’ve heard about, information I’ve learned from, especially the free stuff since I know how difficult it is to scrape up cash for every little thing that seems to come up when you want to write and publish a book.
In Written Word Media’s predictions for 2020, one stood out among all the others–this is a pay to play industry, and there is no getting around it. (I did a blog post about that prediction, and you can read it here.) You need to learn an ad platform to make your books visible in a vast sea of other books.
If you think you don’t need to learn, if you think that publishing a book and telling your Twitter followers will be enough, it won’t be. Not for the kind of sales you’re hoping for. It’s tough breaking out of the friend and family bubble, but if you want strangers, ie, READERS to find your book, you’re going to need to pay to shove it in front of them. It’s that simple.
And that scary.
Bryan Cohen is a leading figure in the indie industry (he weighed in on some predictions in the Written Word Media 2020 predictions article). He runs a blurb-writing business, has written HOW TO WRITE A SIZZLING SYNOPSIS, is co-host of The Sell More Books Show podcast, is founder of Selling for Authors, and runs an Amazon Ad School. He knows how to sell books, not just ours, but his own. If you want to see his backlist, look at his Amazon author page. I met him at the Sell More Books Show summit last year in Chicago (no, I didn’t, I was too shy to introduce myself, but he seemed to be a very nice guy, and it was my fault we didn’t chat, not his) and I participated in a different ads challenge last year. It was participating in that challenge that taught me:
- the importance of using correct keywords
- where to find them
- how to navigate the Amazon ads platform
- how to bid for clicks, and how to keep them low
- how to set a manageable daily budget
- how to correctly identify if your ad is a money suck or if you have any ROI (in other words, are you getting sales or KU page reads?)
and most importantly,
- you don’t have to spend a lot of money to see results
That was one of the main concerns that people brought up the ad challenge I participated in, and a subsequent challenge I had to drop out of because I was too busy putting my series together to give it any real attention. I was part of the Facebook group, and I did pop in and encourage other authors, and unfortunately, it was a worry for many using the ad platform.
Ads are scary, and yes, you do need a little bit of cash to experiment with. But you remain in control of the ads the whole time. You can pause an ad without penalty. If you’re getting tons of clicks and your ad spend is a little too high for your liking, you can kill an ad, and that’s that.
Bryan has a new ad challenge that will be starting April 13th. While Covid-19 is heavy on people’s minds, a lot of us are staying at home, and this might be a great time for some of you to take an hour from your day for a week and learn something that could help you for months, maybe even years, to come.
The ad challenge is free (besides ad cost). He’ll walk you through how to find keywords, what to do with them, how to bid, how to set your daily budget. He shows you how to do all this for FREE, though he is transparent in that he wants you to sign up for his Amazon Ad School. Some of you may decide to do that after taking his challenge, some of you may join the challenge just for the free information. He gets it. But he also gives you enough information that you can run some low-cost ads and get comfortable with the platform without breaking the bank and without needing to pay for his ad school for additional information.
There is one caveat to the challenge, and it’s this: HE ASSUMES YOU’RE ADVERTISING A GOOD BOOK. He assumes that your cover is on point, that your blurb on your Amazon product page is hooky and well-written. He assumes your look-inside will grab a reader to want more and buy your book.
IF YOUR BOOK IS NOT UP TO PAR, DON’T WASTE YOUR TIME ON THE CHALLENGE.
People waste money on ads because their cover is on point, but their blurb sucks. Or they don’t get any clicks because their cover is too plain, doesn’t convey genre, etc. Impressions are free (which is great!), but if you end up with 200,000 impressions and no clicks, you’ll get discouraged.
The ad challenge won’t work if you don’t have a good product to sell.
That said, I’m writing this blog post specifically to ask you to join it, learn the platform, and get your books into the hands of readers. Break that Twitter and Facebook bubble, and reach out to people who read your genre. There are hundreds of thousands of readers out there and you need a way to reach them!
Here is the link to sign up for his ad school: https://bryancohen.lpages.co/amazon-ad-profit-challenge-landing-april-2020/?affiliate=bestpageforward
One of the best things about the challenge is the community that it brings together on the Facebook page. We share our impressions, clicks, disappointment. We ask questions, and they’re answered either by Bryan himself, so someone else. It’s a wonderful community and I’ve met some amazing and helpful authors on there. Here is the link to the FB group: https://www.facebook.com/groups/2230194167089012/ He’ll tell you about the group in the welcome video that’s available to you when you sign up.
You’re probably wondering why I’m pressing this so hard–Bryan is so generous, and I’m always impressed by what he’s willing to share for free. Trust me, what you learn in this ad challenge will get you started on the right path–he doesn’t leaving you hanging at all. Not like some webinars that are really just infomercials to try to get you to buy something. This isn’t like that.
I’ve had some small sales since learning how to do the ads. Admittedly, I don’t pay nearly enough attention to them, but this ad challenge will be different. My series is slowly dropping. Book one is out, and book two will be by the time the challenge starts. Book three will be available at the end of the April, and book four at the end of May. Shoving some money at the first in the series won’t hurt, not at all. I’ll share my numbers with you for the month of March:
This makes it look like I’m losing money, but Sales doesn’t include KU page reads, and Bryan will go into that with us, so I’m not freaking out that my spend is more than my sales. But see, I have only spent not even $20.00 for the month of March, and I wanted to show you that to prove to you that ads don’t have to be expensive!
For the $19.13 I’ve spent so far this month, I’m running:
10 ads for All of Nothing
4 ads for His Frozen Heart
10 ads for The Years Between Us
0 for Wherever He Goes and the other books in my backlist
That’s not a crazy ad spend for 24 ads, and a lot of authors run more ads than that at any give time.
What I’ve made so far in sales and KU Page reads:
So I’ve spent 20 dollars to make 20 dollars. That’s a little more than breaking even, but when you’re just starting out that’s better than losing. Since I’ve adjusted my blurb on The Years Between Us, I’ve started getting sales so don’t despair right away if you get impressions or clicks without sales. Things can be changed. They aren’t set in stone–take comfort in that. Plus you only have to run the number of ads you’re comfortable with. I dip my toes in, obviously. I don’t have time to do more than that.
Anyway, it’s late here, so I need to wrap up. I just really can’t say enough about Bryan and his challenge. He taught me so much, and I can’t wait to do the challenge again! I hope you join me!
Until next time!