I’ve been experimenting with Facebook advertising this summer and, to be honest, I have no idea if what I’m doing will be successful. But I have learned a few things already to pass on.
• Identify who you need to reach. What well-known authors are in your genre? What’s the age range for your book? If you are publishing only to e-readers, then identifying people who are fans of the Kindle or the Nook are important.
• Frequency is critical. Readers need to see an ad multiple times before it becomes effective. You’ve advertised to 500,000 people but each person has seen the ad twice? That’s not likely to generate sales for you. What’s the magic number? For a long time, marketers said it was seven, but I suspect it’s higher in this age of multitasking and shorter attention spans.
• You can reach a small audience very quickly. I learned you can saturate an audience really, really fast. Within a week, on a four dollar a day budget, I had reached every fan of The Frugal E-Reader an average of 40 times. Now that doesn’t mean they SAW the ad 40 times. But even if they noticed it one out of four times it appeared on their Facebook page, that’s a lot. They probably now recognize the cover and title. I think my total cost was $19 because I didn’t hit my daily max every day. I had to suspend the ad before I started annoying the folks at The Frugal E-Reader. There is such a thing of seeing an advertisement too many times.
• A longer campaign can reach a bigger audience over time. My current ad is for 95,000 women who are 64 years old and are fans of the Kindle. (If I expanded the age range, the target size would have become too big to be effective.) I’m running the ad on the same four bucks a day limit, probably up to Aug. 2 and then a few additional days after the book goes on sale.
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More social networking goodness, if you want to read more.