Three weeks into a Facebook Ad Campaign I was completely up in the air about its efficacy. Did I get some new “Likes?” Yes. If they don’t translate into sales, though, the ad is like those Christmas lights we left on through the wee hours, wasted energy.
I followed the rules quite carefully. I’m marketing my vampire novel to fans of The Vampire Diaries, The Twilight Saga & Breaking Dawn. I narrowed the target to the US, Canada, Australia and Europe. My one mistake might have been focusing it on friends of friends connected to my page. That brought the pool down to 10K+ users. My suggested bid for these folks’ attention? $1.17 – $1.61 per click. I bid a dollar which has resulted in me being charged $6.17 so far. The bump in sales covers that, though not well enough to put a smile on my face at the effort especially since there’s no way to connect those sales to the ad.
So now I’ve eliminated the friend-of-a-friend requirement. All else remains the same for targeted audience, but the pool jumps to 17+ million users. The suggested cost/bid for clicks goes down considerably ($ 0.35 – 1.89), and I habitually low ball auction bids ($0.50).
Previous reach was 2K people with 4 “actions” and 8 “clicks.” I only pay when someone takes action, and I set a lifetime budget of $35. The campaign runs through the holiday season to January 2nd. From this point forward, though, the results will be tainted by a weekly re-tweet campaign I’m doing with a handful of other indie authors.
Are FB Ads Effective to Sell Indie Books?
For a single title, I say minimally to not at all based on my personal experience during the holiday season.