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Thursday Thoughts: Book Bub Ads

Last week I complained a bit about Amazon ads, so to be fair, I’ll give BookBub some airplay.

BookBub operates in much the same way as Amazon does, it that you have to win bids to get your ad shown, and if someone clicks on your ad, you get charged that amount. So, you have to know what your profit margin is for each book and price your bid accordingly-you don’t want to pay people to read your book. But if you don’t bid high enough, your ad doesn’t get shown. Also in the mix is that if someone clicks your ad, the likelihood that your ad gets shown goes up.

Their ad design is straight-forward and there is no vetting like Amazon does, so once you create your ad, it’s live. There are many variables for the ads, so it’s difficult to compare one author’s ad to another. If your ad is not doing well, they email you and suggest that you either up your bid (of course) or redesign. I’ll show the ad that BookBub uses as an example of a successful ad, along with the one I created.

One of the suggestions was to use BookBrush to create ads. I suspect they are owned by BookBub. What is nice about it is the ad is the correct size (300 x 250), so no tweaking required, and you can layer text and images for a professional look.

They give you a chart to show how well- or poorly- your ad is doing:

The best I achieved was 5 clicks on ~2000 impressions. Not great. As you can see, this is ad #14.

There are many variables for success. The popularity of the genre, bid amount, etc. The one controllable variable in all this is the cover. People do judge a book by its cover. Since I like my cover, it’s hard to step back and critique, so what do you think? Let me know.


Leon Stevens is a composer, artist, and author of three books (so far): Lines by Leon: Poems, Prose, and Pictures, The Knot at the End of the Rope and Other Short Stories, and Journeys: Eight Original Pieces for Classical Guitar

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thoughts writers

Amazon Ads: Here, Mr. Bezos, take my money and run.

Now that Mr. Bezos has stepped down, I’ll do a little bitching.

Are creating Amazon ads making you want to bang your head on the wall? No? Then you’re not doing it right, I guess.

It took me almost two weeks to get an ad running on Amazon. Now, this wasn’t my first attempt–several had run recently–but this time was quite frustrating. Everything has a learning curve, and Amazon’s ad platform is no exception. Reading through the tutorials and the FAQ’s gives you a cursory knowledge, but by no means does it cover all you need to know.

I did other research online, there are many others before me that have done the legwork and produced good lessons. Still doesn’t make it any less confusing. I’m sure my rambles here won’t be any different.

It all comes down to getting your ad to show on a customer’s search page or on their Kindle. You do that by winning a bid–like an auction–against other ads in your genre. Highest bid wins and gets shown, reader sees it and hopefully clicks on it and buys.

I was doing an online course where one author was quoting that when he started his adds, he was getting 200 000+ impressions/week @ pennies/click, which translated to a very cheap advertising campaign and high sales. After digging deeper, those statistics were from 2016. Four years makes a lot of difference when it comes to competition.

I would love to be able to win a bid to have my ad shown to potential readers for > $0.10 when I create my ad, most of the suggested bids for each of my keywords* run from $0.50 to more than $1.00. Which means if someone clicks on my ad, I pay Amazon–let’s take the lower amount– $0.50.

Let’s break it down for profit. I get ~$0.60 if it is read on Kindle Unlimited (approximately, because just like the ads, the royalty structure for KU is not easy to grasp), so I make $0.10. So, I do a lot of free promotions for this version. If it is bought as a Kindle eBook, I make $2.00 – $0.50 = $1.50. That’s not too bad. The problem is that not everyone that clicks the add will buy. It would be nice to have 100% conversion, but that is never going to happen. Even 50% is a lofty goal, in reality it is around 10%. I also have a paperback option which is a higher royalty still.

So basically, with a low conversion, I usually wind up paying more in fees than I make in royalties. I know that advertising and marketing are essential to book sales and all advertising costs money. I would be satisfied to break even since I’m just starting out. Where are those bygone days of $0.05 clicks?

With all my rambling, I still didn’t get into my dealings with customer support, which was the impetus for this this post.**

-Leon

*That’s another topic.

**That’s another topic as well.


Leon Stevens is a composer, artist, and author of three books (so far): Lines by Leon: Poems, Prose, and Pictures, The Knot at the End of the Rope and Other Short Stories, and Journeys: Eight Original Pieces for Classical Guitar

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