always<\/em> the case, and I had a couple of emails asking for a little more clarification about how the number of ads you have in a Facebook campaign can impact the overall profitability of your advertising.<\/p>\nThe important thing to remember when running any form of advertising is that you\u2019re dealing with people, not numbers. It\u2019s very easy to get lost in a flow of \u201cimpressions\u201d, \u201cclicks\u201d and other metrics \u2013 but in reality, every time your ad gets shown to somebody, you\u2019re actually interacting with a living, breathing human being.<\/p>\n
And your ability to create ads that get this person to click on them is paramount. You can run all the advertisements you want (and Facebook will happily charge you for them) but none of them mean anything unless they drive potential readers through to your product page or website.<\/p>\n
And that\u2019s where running a large number of ads can make or break you. In general, it\u2019s good practice to run many different variations of your ads \u2013 to hit potential readers with the \u201cseven touches\u201d that advertising lore suggests will get them to buy your product.\u00a0<\/p>\n
However, if your ad creative (the visual and textual elements of your advertisment) isn\u2019t good, you might not just lose out on clicks and traffic from them. They might pull down the profitability of your advertising as a whole.<\/p>\n
What constitutes a \u201cgood\u201d ad?<\/h2>\n
At the end of the day, a good ad is one that gets people to click on it. If you have a really effective and engaging ad, many people will click on it \u2013 meaning you\u2019ll pay less for all that traffic overall.<\/p>\n
If your ad creative is less engaging, fewer people will click on it \u2013 and you\u2019ll pay more for every one of them that do.\u00a0<\/p>\n
This metric is called the \u201cclick through rate\u201d and is one of the most important in all of advertising. It\u2019s determined by cross-referencing the number of people who see your ad (impressions) with the number of people who click on it (clicks) to determine a percentage of people who \u201cclick through.\u201d\u00a0<\/p>\n
For example, if you posted an ad on Facebook and you got 100 impressions, and five of those impressions led to people clicking on it, you\u2019d have a Click Through Rate<\/em> (CTR) of 5%.\u00a0<\/p>\nIt\u2019s a little more complicated than I\u2019m about to explain it, but generally the higher your Click Through Rate<\/em>, the less you\u2019ll have to pay per click. This is because Facebook calculates the value of your audience using a metric called CPM or Cost Per Thousand<\/em> impressions (it\u2019s called CPM because Mille is the Latin word for thousand.) Very loosely (it truly is a lot<\/em> more complicated than this, but it\u2019s a reasonable enough example to get my point across) if you\u2019re paying $0.25 a click on your ads that score a Click Through Rate<\/em> of 5%, you\u2019d end up paying $0.50 a click on ads that only score a 2.5% Click Through Rate<\/em>.<\/p>\n(Feel free to go to town on me in the comments if you don\u2019t like the way I\u2019ve explained this.)<\/p>\n
In simpler terms, the lower your CTR, the more you pay for advertising \u2013 so somebody running ads that score a 2.5% CTR might theoretically end up paying double the money as somebody with ads that have a 5% CTR for exactly the same number of clicks.<\/p>\n
Obviously comparing one ad against another demonstrates this clearly, but when you\u2019re running multiple ads (like I suggested in my article) it might not be so obvious. It\u2019s easy to look at the average results from all your advertisements combined and think that your combined Click Through Rate<\/em> is acceptable \u2013 but if you check the statistics for each of the individual ads you run, you might find that your overall CTR could be a lot higher if it wasn\u2019t for one or two low-performing ads dragging that overall average down.<\/p>\nFor example, I recently concluded an advertising campaign that had 13 different ads with a range of CTR from a powerful 16.67% to a less-than-impressive 1.33%. Overall, my CTR was 6.4% which isn\u2019t horrible, by any means.<\/p>\n
But if I cut out all the ads that got a CTR lower than 5%? Then my average CTR became 7.48% instead \u2013 and while an extra percentage point might not seem like much, it means my overall advertising budget is suddenly working nearly 15% harder.\u00a0<\/p>\n
So while it\u2019s important and valuable to have many different ads running for your books, it\u2019s only really worth it if they\u2019re good <\/em>ads. The more of them you have with a higher CTR, the higher your advertising budget is going to work for you.<\/p>\nWhat metrics prove an ad is good?<\/h2>\n
Okay, so now you know that the key metric you need to look for when determining whether or not an ad is \u201cgood\u201d is your Click Through Rate<\/em> \u2013 but what is a good Click Through Rate<\/em>, and how can you make ads that consistently deliver a good CTR?<\/p>\nWell, the answer to that first question is fairly subjective. In general, I\u2019d argue that anything over a 5% CTR proves that your ad works \u2013 but how well you want it to work is up to you.<\/p>\n
If you\u2019re running a bunch of ads and 5% is at the lower end of the performance scale, you could increase the profitability of your campaign by ditching those ads and sticking to the ones that perform better. However, if 5% is on the higher end of your CTR scale, you\u2019d obviously want to keep those ads running and potentially ditch anything that doesn\u2019t perform as well.<\/p>\n
I normally have a rule similar to the way I play Blackjack \u2013 I just skip drinking three martinis beforehand. When I\u2019m playing Blackjack I\u2019ll \u201cstand\u201d when my cards add up to 17, because the law of averages leans in my favor. Likewise, I\u2019ve learned that I\u2019ll usually make a profit on my ads if my CTR is above 5% and my Cost Per Click<\/em> is $0.25 or lower, so I\u2019ll keep ads running as long as they hit that metric.<\/p>\nJust what that metric for success is for you depends on a bunch of factors, including the cost of your book and how many \u201cconversions\u201d you get from your advertising. For example I created my rule because I\u2019ll normally sell one book for every 12 clicks. Therefore, if my book is priced at $3.99, I can be confident I\u2019m making a profit as long as those twelve clicks don\u2019t cost more than $0.25 each. Your calculation might vary \u2013 but how exactly you come up with the rule is less important than sticking to it.<\/p>\n
What makes a good ad?<\/h2>\n
Okay, so now you\u2019ve got an idea of how to judge whether or not your CTR is acceptable \u2013 how do you consistently create ads that deliver on that metric?<\/p>\n
Well, that\u2019s the tricky part \u2013 especially when you\u2019re just starting out. Just as I wrote and published 11 full-length books before I finally published my first best-seller, you might have to publish a lot of ads that don\u2019t perform before you find the ones that do.<\/p>\n
When you\u2019re starting out, you might have all sorts of cool ideas for the images, taglines, headlines and descriptions that make up your ad creative. You should test them all! But it\u2019s only after you\u2019ve shown them to enough people that you\u2019ll be able to look at the metrics and determine whether or not your potential readers thought your ideas were as good as you did.<\/p>\n
After running my campaigns for a while, I\u2019ll always take a pause to compare my ads against each other with CTR as the main metric. As long as they\u2019ve each got a fairly comparable number of impressions (anything over 300 should give a fairly accurate result) you can determine how their CTR stacks up against your other ads.<\/p>\n
This will invariably mean that you\u2019ll discover a lot of your advertising ideas don\u2019t resonate with your audience. For example, I used to run ads for my romantic suspense books with female characters front-and-center and they never produced results that matched all the pictures I posted of burly, shirtless men.\u00a0<\/p>\n
However, once you\u2019ve found a couple examples that do perform well, they can give you some good ideas about what type of ad creative resonates with your potential readers. For example, my high-performing ads with all those shirtless men? I started to produce more of them.<\/p>\n
Once you\u2019ve found ideas that deliver a higher CTR, you should try various riffs and spins on the ad creative that made them up to see if you can catch lightning in a bottle more often. Also, don\u2019t be afraid to switch images and graphics around to see if one combo works better than another. In fact, I\u2019ve got a huge spreadsheet in which I\u2019ve listed the best-performing headlines, taglines, and images so I can chop-and-change them constantly. This helps you build a repository of ad creative that you know will consistently deliver.<\/p>\n
It\u2019s one of the frustrating, but rewarding things about advertising. In general, you\u2019ll have to spend a lot of money finding out what doesn\u2019t work before you figure out what does. The only people who can definitively tell you which elements make effective advertisements are your potential readers \u2013 and invariably you\u2019ll have to pay to show your ads to them.<\/p>\n
But the longer you keep at this, the more consistently you\u2019ll be able to create ads that do deliver a high CTR and help make your advertising profitable \u2013 and even if you spend months figuring that out, you\u2019ll make your money back in the years that follow.<\/p>\n
Optimizing Your Advertising<\/h2>\n
I\u2019ve written before about how the old-school lessons and wisdom regarding advertising is still relevant even in our era of ecommerce. A lot of your advertising might not instantly score clicks and sales, but it does build brand awareness and work towards those \u201cseven touches\u201d that will turn an interested reader into a paying customer.\u00a0<\/p>\n
However, having access to information like the Click Through Rate<\/em> gives us a better indication of how well our ad creative aligns with the expectations of our potential readers, and it\u2019s invaluable when trying to determine what sort of advertising to create next. It\u2019s also a valuable measure in helping optimize our advertising campaigns in general \u2013 inching up the average CTR of all our ads by ditching the ones that don\u2019t perform as well as we\u2019d like.<\/p>\nEven more than that, keeping an eye on how effectively our ads perform can also help give us more of an idea about what our audience is looking for in the books they read. <\/p>\n
On a lot of occasions, the taglines and headlines that have performed best in my advertising have gone on to inspire plotlines, stories, and characters in my books \u2013 making not just my advertising work better, but improving the effectiveness of my writing as a whole.<\/p>\n
Share this blog<\/h3>\n\n
\t\t\t\t\t\t![\"Our](\"https:\/\/www.hiddengemsbooks.com\/wp-content\/uploads\/2020\/10\/ginger.jpg\")
<\/p>\n
\n
Ginger is also known as Roland Hulme – a digital Don Draper with a Hemingway complex. Under a penname, he’s sold 65,000+ copies of his romance novels, and reached more than 320,000 readers through Kindle Unlimited – using his background in marketing, advertising, and social media to reach an ever-expanding audience.\u00a0<\/p>\n<\/p><\/div>\n<\/p><\/div>\n
\t\t\t\t\t<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"
Advertising and Marketing When it comes to book marketing, your ad creative\u2014images, headlines, and taglines\u2014plays a critical role in the success of your campaigns. Even the best advertising strategy can fail if the creative doesn\u2019t resonate with your audience. Ads are often the first impression of your book for potential readers, and if that impression […]<\/p>\n","protected":false},"author":1,"featured_media":10761,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101],"tags":[8391,8392,8393,8394,8395,8397,8399,8400,4643,1087,8404,8402,1329,8403],"dealstore":[],"offerexpiration":[],"class_list":["post-10760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","tag-ad-copy","tag-ad-descriptions","tag-ad-images","tag-ad-metrics","tag-ad-taglines","tag-advertising","tag-advertising-copy","tag-advertising-creative","tag-bad","tag-creative","tag-hurt","tag-marketing","tag-sales","tag-self-publishing"],"yoast_head":"\n
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