Paid Promotions - A Case Study of Experience

[Graeme]

Marie Silk wrote: "Oh I see, thanks Graeme. I'm not sure if they are run by the same guys or just selling advertising space, but it's always good to keep on top of these things :)."

Indeed.

[Graeme]

Now have 3 adverts booked in.

[1] (Cost $35) Booksends (Fantasy) for ASA on Fri the 23rd June
[2] (Cost $40) Bargainbooksy (Fantasy) for ASA on Sat the 24th June
[3] (Cost $65) eBookHounds eBook of the Day (Thrillers, Supernatural Suspense) for ASA on Sun the 25th June

ASA will be discounted from $2.99 to 0.99.
ATW will remain at normal price of $5.99.

[Graeme]

Submitted an ASA listing with eReaderNewsToday for the 3rd time (1 and 2 were knocked back) - will see if I get accepted.

[EDIT 23/June] Got knocked back again. I think I need to specify a larger window of possible dates.

[P.K.]

Good luck with it, Graeme. You will be able to write a book about promotions now.

[Nik]

Good luck, Graeme! And once you air a link to promos, pls put it here. I'd be glad to share

[Graeme]

Thanks. Cheers G

[Graeme]

Discounted this weekend from 23rd to 25th June.

Urban Fantasy, Techno-Thrilling goodness with vampires with attitude.

[1] A Subtle Agency, book #1 of 'The Metaframe War' series will be discounted from $3.99 to $0.99USD on all Amazon marketplaces. The main US link is here on AMAZON.

[Graeme]

Results Day 1:

[1] (Cost $35) Booksends (Fantasy) for ASA - 5x ASA Sales in the US.

Still to run.
[2] (Cost $40) Bargainbooksy (Fantasy) for ASA on Sat the 24th June
[3] (Cost $65) eBookHounds eBook of the Day (Thrillers, Supernatural Suspense) for ASA on Sun the 25th June

[Nik]

Good luck with the ongoing promo, Graeme. Hope you'll have good results!

[Graeme]

Thanks Nik.

[Graeme]

Results Day 2:

[1] (Cost $35) Booksends (Fantasy) for ASA - 5x ASA Sales in the US.

[2] (Cost $40) Bargainbooksy (Fantasy) for ASA on Sat the 24th June - 10x ASA sales and 2x KU reads. 80% US, 10% UK, 10% AU.

Still to run.
[3] (Cost $65) eBookHounds eBook of the Day (Thrillers, Supernatural Suspense) for ASA on Sun the 25th June

[Nik]

BB seems twice as effective as BS then with almost the same price

[P.K.]

Hi Graeme. I am still following your journey and trying to get my head around it all. I think you list BookBub as the creme de la creme but I'm not sure if you ever got in there? i see from their stats, say for Crime fiction, the most popular cat. that for a cost of $2,560 on a discount of between $2-$3 book the average download is 45,100 and the average sale is 3,490. That is about an 8% success rate and the sale accrued about $10k which gives a profit margin approx $5k. That does seem like a serious bit of business, if one can achieve it.
A question I wanted to ask if you don't mind; did you start by paying for reviews and how much did that cost and was it worth it? It seems the first necessary step to going on to promos.
Regards

[Graeme]

Nik wrote: "BB seems twice as effective as BS then with almost the same price"

Correct.

15x sales + 2x KU readers = 17 new readers. $75 - $5.8 royalty = cost to get 17 readers = $69.2.

Avg cost per new reader is 69.2/17 = $4.07 across both promos.

Assume and 80% conversion rate of readers to committed readers gives an average cost of approx $5 to find each 'fan.'

[Graeme]

Hi P.K.

I'm chasing BookBub for a "Supernatural Suspense" Feature approx $500 US cost to do with ASA at $0.99.

I've made 3 submissions, for 2 knock backs. They accept one submission per month.

I tried ReadingDeals for a 10x review process and got 1x 5 star review so - very low value. I think the key problem there is a poor match b/w my genre and the ReadingDeals audience.

[P.K.]

Hi Graeme. Yes, the genres do make a difference, I suppose it is because of readers registered. I think there are over 3m registered for Thrillers so It would be that much more expensive.
It's interesting you only tried one payed-for review outlet. frankly, having done all the things one is supposed to do I have come to the conclusion that paying for reviews is the best way. At least one knows they are going to be honest reviews and, presumably, Amazon will too. I will start my journey that way soon.
Bookbub certainly seem to be fussy, but that's why they are more successful. I like their insistence on standards; I am a bit fed-up with reading books that should never have been published and need a hell of a lot of editing.
Good luck with BB; you'll get your slot eventually and then you would have done all you can.

[Graeme]

Hi P.K.

I would not be surprised to get a dozen BookBub feature rejections before I see a positive result.

It's a persistence game.

[P.K.]

I admire that persistence. Meanwhile, are you writing and if so, is it the same genre?

[Graeme]

Hi P.K. Writing? Very much so. Working on book 3 due Jan 2018. Same genre. Action/Thriller/ Urban Fantasy.

[P.K.]

I'm putting you on my bookshelf for the summer. Going to France soon, need to stock up

[Graeme]

Thanks P.K. I think you'll like it.

[Graeme]

Final Results.

[1] (Cost $35) Booksends (Fantasy) for ASA - 5x ASA Sales in the US.

[2] (Cost $40) Bargainbooksy (Fantasy) for ASA on Sat the 24th June - 11x ASA sales and 2+ KU reads. 9x US, 1x UK, 1x AU.

[3] (Cost $65) eBookHounds eBook of the Day (Thrillers, Supernatural Suspense) for ASA on Sun the 25th June - 2x ASA sales

In the KU reads, got 2x ASA very quickly and someone is 2/3 finished on ATW. Driven from BB.

The eBookHounds is the big disappointment - but checking the advert - ASA is surrounded by PNR. Bronzed pectorals and 6-packs as far as the eye can see.

I'm beginning to think that the Urban Fantasy angle on my book is the wrong angle to play and that the core elements of Action/Thriller need to be emphasized.

[P.K.]

So, financially not very successful, Graeme. Is that for the first book in the series or for all and any? If the first book it then depends on whether there will be take-up on other books I suppose? I would say, looking at the reader counts on BookBub that changing genre would be beneficial. When you've had longer to think about it, sum it all up for us.
But, well done; quite an exercise if expensive. At least you got your name out there

[Graeme]

The eBookHounds failure changed everything - won't be using them again.

The other two I rate from OK to Good.

BargainBooksy, I have used multiple times and from now on, I will invest most of my money with them - it pays off.

[Graeme]

OK. Next campaign is in motion.

Back to back BargainBooksy...ies.

[1] (Cost $40) Bargainbooksy (Fantasy) for ASA at $0.99 on Monday 17th July.

[2] (Cost $40) Bargainbooksy (Fantasy) for ATW at $2.99 on Tuesday 18th July.

Submissions in with eReaderNewsToday and BookBub - both for ASA at $0.99.

[Graeme]

P.K. wrote: "So, financially not very successful, Graeme. Is that for the first book in the series or for all and any? If the first book it then depends on whether there will be take-up on other books I suppose..."

Hi P.K. To expand on my answer, I'm typically promoting A Subtle Agency (ASA) which is the first in my 15 book Action/Thriller/Fantasy series.

[Nik]

Graeme Rodaughan wrote: "I'm beginning to think that the Urban Fantasy angle on my book is the wrong angle to play and that the core elements of Action/Thriller need to be emphasized. ..."

Sure, the flexibility to experiment when one self-publishes is the advantage to use

[Graeme]

The thing is Nik, I'm well aware I'm straddling genres which is a double-edged sword.... (appropriate metaphor for me :-))

I think from a marketing perspective the faster I make a clear distinction between what I write and Paranormal Romance the better.

My books are noted for their action scenes - time to start playing on that strength.

With all my adds, I'm now putting Action/Thriller/Urban Fantasy at the lead.

[Nik]

Graeme Rodaughan wrote: "I think from a marketing perspective the faster I make a clear distinction between what I write and Paranormal Romance the better...."

But probably to be able to make this marketing prospective distinction, you would want to compare audience's response to each genre teaser, wouldn't you? Since you are doing monthly promos, probably wouldn't be hard to collect data soonest..

[Graeme]

At the moment I have no idea how to tease out the impact of a different promo?

[Nik]

Graeme Rodaughan wrote: "At the moment I have no idea how to tease out the impact of a different promo?"

As you've mentioned, maybe by emphasizing an action/thriller aspect ahead of urban fantasy to see what works better?
BTW, by ASA's ranking as Amazon US, you've had at least 2 recent sales, so with the spillover, I hope your promo isn't completely over yet -:)

[Quantum]

Graeme Rodaughan wrote: "I think from a marketing perspective the faster I make a clear distinction between what I write and Paranormal Romance the better.

My books are noted for their action scenes - time to start playing on that strength.

With all my adds, I'm now putting Action/Thriller/Urban Fantasy at the lead."

the issue i see in UF is that it's conflated with PNR, which is absolutely not the focus of this series. even the Amazon category is PNR & UF and you can see that mix reflected in the top 100.

https://www.amazon.com/Best-Sellers-K...

i'm not really familiar enough with all the categories, so you might consider browsing the top 100 of each category you're considering (if you haven't already).

from reading your 2 books, exactly like you said, they deliver on the action and the complex politics. do i assume correctly that you get that from your reviews? it's almost like the supernatural/fantasy element plays second fiddle to action and politics. even the fact that the title has the word "metaframe" in it points it to a more sci-fi genre than fantasy. furthermore, the covers, although with the red highlighting and lightning in "A Subtle Agency" and the crossed swords in "A Traitor's War", do suggest a supernatural/fantasy element, neither of them fit in with UF/PNR covers (most UF covers have a girl with weapon).

[Graeme]

Hi Alex - all good points.

Hi Nik - KU reads still going up. I got about 3x KU ASA reads and at least 1x ATW that is currently active.

[Graeme]

Alex there is

Action, Adventure / Fantasy : https://www.amazon.com/Best-Sellers-K... which is quite broad.

[Quantum]

also, "The Metaframe Wars" has a few suggestive scenes (but not anything I haven't read in YA) and has a young protagonist and as such could potentially fit into YA. i'd double-check with others, though. ^_-

https://www.amazon.com/Best-Sellers-K...

https://www.amazon.com/Best-Sellers-K...

[Quantum]

Graeme Rodaughan wrote: "Alex there is

Action, Adventure / Fantasy : https://www.amazon.com/Best-Sellers-K... which is quite broad."

true, but nair a hint of an RPG. ^_-

[Graeme]

I need help on this topic.

[Graeme]

Now on Pronoun. First step to leaving KDP Select and going wide.

https://books.pronoun.com/graemerodau...

[Eldon]

Graeme wrote: "Now on Pronoun. First step to leaving KDP Select and going wide.

https://books.pronoun.com/graemerodau..."

I like that page Graeme!! Very cool :) Was it difficult to set up?

[Graeme]

Easy, very intuitive.

Just sign up - there is an 'explore' page with 4 major options, one of which is 'create Author page'. Setting up the page took about 20 minutes. Most of which was spent looking for stuff to put on it.

I don't have any books on Pronoun yet, planning on using it for everything not Amazon.

Still a few things to check before I go all the way.

[Eldon]

Graeme wrote: "Easy, very intuitive.

Just sign up - there is an 'explore' page with 4 major options, one of which is 'create Author page'. Setting up the page took about 20 minutes. Most of which was spent looki..."

Thanks Graeme!

[Eldon]

Graeme wrote: "I need help on this topic."

Just my two cents but, I think your series fits in Urban Fantasy. The problem may just be the times and out of your control. Through no fault of your own, right now more than ever before readers associate vampires with romance and so your series is fighting against that perception.

Keep at it though and I know you'll break through :)

[Graeme]

Thanks Eldon.

Cheers Graeme

[Quantum]

Eldon wrote: "Graeme wrote: "I need help on this topic."

Just my two cents but, I think your series fits in Urban Fantasy. The problem may just be the times and out of your control. Through no fault of your own..."

I strongly disagree with this statement. UF is dominated by a female MC that is grounded in a strong magical/supernatural non-technological story universe. Kate Daniels (Magic Bites) is the prototypical example of this genre.

Therefore, it's not so much the vampire romance trope that you're fighting against, but the entire UF zeitgeist. This ground isn't favorable for your series.

2. Fight downhill; do not ascend to attack.
(The Art of War, 116)

With admittedly sparse research, I submit that YA "technothriller" (maybe sci-fi or action) would be a pretty good fit.

31. Therefore I say: 'Know the enemy and know yourself; in a hunded battles you will never be in peril.

32. When you are ignorant of the enemy but know yourself, your chances of winning or losing are equal.

33. If ignorant both of your enemy and yourself, you are certain in every battle to be in peril.'

(Ibid, 84)

But please don't take my word for it. You're welcome to take a poll in WWW and ask those people who've read your books for their take. In CD, too. Also Girls, Guns, and Grimoires is a great group to ask about UF & PNR. It might also be a good idea to read some of the top 100 books in the genre that you think yours would fit into.

Unless one knows well about others, it is not possible to know oneself.
(The Book of Five Rings, 19)

From your previous comment ("The eBookHounds is the big disappointment - but checking the advert - ASA is surrounded by PNR. Bronzed pectorals and 6-packs as far as the eye can see.

I'm beginning to think that the Urban Fantasy angle on my book is the wrong angle to play and that the core elements of Action/Thriller need to be emphasized."), it seems like you are at that point when you need to "cross the expanse".

When one speaks of "crossing the expanse" it can be in the context of crossing a sea or crossing a channel... In the course of a lifetime there are usually a number of difficult situations which could be likened to crossing an expanse... By crossing the expanse, the weaknesses of the opponent come to light, and one is placed in a position of superiority so that in most cases, it is possible to achieve victory.
(Ibid, 69-70)

What do you think?

[Graeme]

Thanks Alex,

It's a great comment.

I'm now leading all adverts with ACTION/THRILLER.

[Graeme]

My 3rd BookBub Feature submission got knocked back. Now 3 - 0.

I will make my fourth submission at the end of July.

[P.K.]

Graeme, I presume BB don't give a reason fo knock-downs? Beside not adhering to their criteria of course.

[Graeme]

They have a form response of "couldn't fit you in, please try again...."

[Graeme]

Well... I've been summoning malevolent spirits, casting powerful protection charms and generally mucking about with major arcane works - aka filling in a W-8BEN-E form for the US Government IRS.

I have long had the view that if I had a choice between being pursued by a state security service or the IRS. I would choose the state security service every time...

All to a good cause though. Part of establishing my books on Pronoun.

The Pronoun channels are as follows.

Amazon (already there)
iBooks
Barnes & Noble (i.e. Nook)
GooglePlay (Begs the question of how best to use Google +)
Kobo
Overdrive & Bibliotheca (Library channels).

My current plan is to simply keep ASA & ATW on Amazon, exactly where they are and use Pronoun to hit the other channels.

Actions taken today to achieve this goal.

[1] Fill in and sign above form.
[2] Cancel KDP Select renewal for ASA and ATW. They will end on August 9th and July the 13th respectively.

The bottom line here is that by the end of August (2 months from now) I will have my books on multiple channels.

All the adverts I'm using have the opportunity to list multiple channels, so supporting multiple channels allows those adverts to work harder and reach more readers.

[Leonie]

GooglePlay (Begs the question of how best to use Google +)

I keep forgetting I even have a Google + account. At one time I tried to remember to post things there when I posted them to Facebook, but then it just faded away, so if you figure out how to use it well, I'll be intrigued.