The current buzz in book marketing is paid on-line
advertising. Some authors report excellent results, other complete
disappointment. This study is divided into two parts: the Good News and the Bad
News, as reported by authors who have paid to promote their books.
The study started with a conversation with a fellow author
whose blog helps support fellow authors for a nominal fee to cover the costs.
Her newsletter has a modest membership and provides a good service to authors.
While discussing paid on-line book advertising, one of her first
question to me was “Is there a payback to the author who pays to promote their
books?
Her next question was “Do some authors really get turned
down?
I love a good study. That is my thing along with writing
mystery novels. And I have a group of outstanding, award-winning authors that
have my back. Almost 50 authors responded to my plea for assistance. I will try
to summarize my findings so you can get something out of this post.
Disclaimer: I am not judge and jury on this. Some of the
results depend on the genre, the author’s brand and recognition. That
said the authors in this post are all outstanding in their own right and wanted
to share their experience with you.
Author’s Options
There are many options for authors to advertise their books.
Some are free and some they have to pay for. Some bring results and some do
not. Here is a brief list of the major options available to authors. I know as
soon as I publish this list, I will hear about other options that are available.
That is what the comment section on blog posts are for.
Amazon drives the show with KDP and their free Kindle Book promotion.
This is by far the most popular method used by authors
today. The result is not always good but it is free under certain conditions.
Todd Borg is the
award-winning, bestselling author of the Owen McKenna Tahoe Mystery series. Here
is what Todd had to say about KDP.
“Free promotions
through Amazon are great. Free ebook promotions work well for getting people to
try your book. If you have other books, they may go on to purchase those.”
Another method that is gaining momentum is the book/blog
tour with giveaways. Some are free, some are not.
Author Cate
Beauman is a Romance, Mystery
& Thrillers Writer. Cate had this to say.
“I actually don't pay to advertise my books. I was given
advice long ago never to pay for advertising. My business manager and I promote
my work for free using blog tours and giveaways which have worked out quite
well for me.”
Some authors use the free resources of Social Media,
Internet articles, their own blogs and other author’s blogs plus support groups
to promote their books.
Brae Wyckoff @BraeWyckof is the Author of The
Orb of Truth book series. Brae is the founder of The Greater News Facebook
page! And Host of Prophetic Underground radio! Brae said this about promotions.
“I have used paid advertising for
radio and Internet within several forums. The key is to find the right avenue
that fits the genre of your book.
There are plenty of free things you can do to get the ball
rolling. Find bloggers to talk about you and your work. Build relationships
with other readers and writers in the unlimited Facebook groups.”
Print Ads – traditional – direct mail campaigns
Self-published Author
Anne Carter @PamRipling (aka Pam Ripling)
is an award-winning writer of romantic mysteries, lighthouse fiction and a
variety of other works! She is the founder of Murder, We Wrote. Anne says ‘NO’ to print ads.
“I do believe that print advertising is no longer very
effective in the book marketing world. I once paid quite a tidy sum to
advertise in Romantic … Magazine and saw virtually no return.”
This is the meat of our discussion. I will start with the various options authors have and present a experiences from our outstanding study authors.
Google Adwords and Facebook Pay-to-click
We will start with a couple of favorite sites. They promote
your book and charge you a click charge as people access the detail of your
book. That doesn’t mean you made a sales but someone was interested enough to
take a look.
UK Author Christoph
Fischer @CFFBooks writes
Historical Fiction. Here is Christoph experience.
“I had a free Facebook promotions voucher but the process
was not transparent and I ended up cancelling the entire promotion. There was
little help as to how expensive the advert was in the various options and I had
not even extra likes on my page.”
Author Ron Fritsch @RonFritsch is a self-published Historical
Fiction Writer. Ron followed up with this.
“So far, I've only used Google and Facebook for targeted
pay-per-click ads. (I haven't tried to place ads on any of the sites that
turn authors down.)
The clicks were remarkably inexpensive. Some of them appear
to have resulted in sales, but they certainly didn't turn me into a
best-seller.”
Alan Jacobson
@JacobsonAlan is the bestselling author of jaw-dropping thrillers. Alan added
this.
“I’ve used Facebook promoted ads and they definitely had
reach. It definitely got the word out about an event we were doing.”
Joseph Lallo @jrlallo is
a bestselling author of the Science Fiction & Fantasy series: The Book of
Deacon Trilogy. Joseph finished with this.
“The only form of advertising I've had a somewhat
significant amount of experience with is Facebook Fan Page post promotion.
While I cannot say that my promoted posts have resulted in significant sales
improvements, they have been quite effective at spreading the word about
various book updates.”
Goodreads is another popular group to promote your book. This
is what some of the Spotlight crew had to say about them.
Award-winning Author Mohana
Rajakumar @moha_doha is a writer
based in Qatar. Mohana said.
“I have tried a variety of ads
including on Goodreads for specific titles. The most successful types of
services, in my opinion, are experienced blog your organizers. It did increase
visibility which led to a modest spike in sales.”
Best-selling Author David
Rashleigh @DavidRashleigh writes
in the Mystery, Horror and Ghosts genre. David added this about Goodreads.
“The only paid advertising I have used is on
Goodreads, which is on a pay-per-click basis. Obviously, it only applies to
Goodreads’ members who should be a well-targeted audience.”
BookBub is a very popular group with good results for
authors. They have mixed results that you will pick up as you read this study.
New York Times and
USA Today Best Selling Author C.J. Lyons @cjlyonswriter is the writer of sixteen Mystery & Thrillers and
Romance novels. C.J. had this to say about BookBub.
“But one form of paid advertising that did work for me with
a direct impact on sales was targeted, permission-based email. In particular,
BookBub (although there are others offering a similar service) was quite
effective.”
Best-Selling Author Debra L.
Martin @dlmartin6 Science
fiction and fantasy writer. You can also find her writing Romance novels as
Debra Elizabeth. Debra followed with this.
“I've used a number of paid ads
from BookBub, Ereader News Today, Digital Book
Today, and Kindle Books & Tips. The most effective ad has been with BookBub. The downside is that BookBub is extremely expensive…”
Mystery Author R.P. Dahlke @rpdahlke is the author of The Lalla Bains
mystery series. She is the sponsor of the All Mystery E-newsletter. Rebecca
said.
“I get into BookBub every time I submit. Authors who
submit do so first--they check to make sure the books at least a 4.0 average,
good book cover, good blurb, lots of reviews. Then, they send you an acceptance
and an invoice. They will redo my book blurb every time I submit.”
Some of the other authors in the study had these comments
about some of the popular paid advertising sites.
Award-Winning Author Jade
Kerrion @JadeKerrion writes the
DOUBLE HELIX series. Jade had this to say about ENT.
“I have had, hands down, the best results with EReader News
Today (ENT). Often, I've paid for a promotion and my sales barely break even on
what it cost for the promotion. It's not the case with ENT's "Bargain Book
of the Day" promotion. ENT tracks the sales made through their website and
charges you a percentage of the royalties you've made. You literally cannot
lose money on this promotion.”
Lisa Kessler @LdyDisney is the Author of the
award-winning Night Series. Lisa said this about KND.
“I've had great experience with Kindle Nation Daily and have
seen a bounce in my sales numbers every time I work with them. I've also had
great luck with "I love vampire novels" and their email advertising
program that is geared toward vampire novel readers. In the past, I've
placed ads on some blog review sites, but it's harder to tell what the impact
might have been...”
Author Emily
Tippetts @EMTippetts is a YA
Romance writer. Also she writes Science Fiction and Fantasy as Emily Mah. Emily
added this about KND.
“One is Kindle Nation Daily.
Though they never generated a landslide of downloads, ads with them did
increase my sales noticeably. The other is BookBub, who send my sales rocketing
up by 24 hours whenever I advertise with them. I've yet to be turned down by
them, but it's always a possibility with one of my lesser known books. I seem
to fit their profile, though, since they gave me a free slot in December
without my knowing it and took my book all the way up to the Kindle top 100.”
All Mystery Newsletter
This is a good promotion opportunity for Mystery Writers.
Mystery Author R.P. Dahlke @rpdahlke started All Mystery Newsletter and Dirt
Cheap Mystery Reads in 2010. She had this to say about her newsletter.
“Our motto is ‘No vampires
allowed unless they solve crime in their spare time.’
I started with a colorful,
linked newsletter which now goes out to 2,000 fans of
mystery/suspense/thrillers and all the subgenre. Along with the newsletter,
authors also get tweets, Facebook, Google+ and Pinterest posts. Readers and
authors are encouraged to join and post book news, FREE and discounted books at
our Facebook Pages, and at our active group of writers, readers, reviewers on
our Yahoo and Good Reads Groups.” Check the Author
information page.
Terry Ambrose
@suspense_writer is the author of the McKenna Mystery series and a member of
Murder, We Wrote. Terry said this about All Mystery Newsletter.
“One of the paid advertising sources
I've used is the All Mystery Newsletter, which gave me access to readers I
wouldn't have crossed paths with otherwise. The thing I like most about the
newsletter is that it goes directly to the email inboxes of readers, so I know
there's a higher likelihood of my book being seen and I don't have to rely on
them finding my ad.”
Another ad opportunity mentioned was Book Blast.
Amy Metz @authoramymetz is
the Author of Mystery & Thrillers as well as a blogger and book editor. Amy
weighs in on Book Blast.
“I’ve only used paid advertising a few times—once for an ad
on a website, once for an ad in a magazine, and once with a Book Blast tour.
I do know that with the Book Blast, one of the tasks readers
were required to do was to “like” my Facebook page and follow me on Twitter. I
saw a big increase in both of those due to that aspect of the tour, although
I’m not sure how many of those I’ve retained.”
So what is the good news here? Is there a payback for the
money? What can I expect from my limited budget?
There is definitely an increase in sales for some authors.
Here are some of the comments from the HBS Author’s Spotlight crew.
Australian Author Karin Cox @Authorandeditor is the prolific author of
more than 28 titles, from travel guides, to natural history, to illustrated
children's storybooks. Karin had this to say about sales.
“The most expensive but also the most useful (most books
sold) was BookBub, but I have also had success with Free Kindle Books and Tips
and Kindle Fire Department, as well as Pixel of Ink and Ereader News Today.”
Brent Hartinger
@brenthartinger is the author of The
Russel Middlebrook series. The movie version of his novel: Geography Club will
be released later in 2013. Brent followed with this.
“I have only just started doing online advertising, and just
last week, I did use BookBub to advertise one my books, which had been reduced
in price to $.99 [I had] enough downloads which more than paid for the
promotion.”
Writer Matthew Iden @CrimeRighter is the bestselling
author of Crime fiction, suspense, dark humor, fantasy, science fiction and
more. Matthew added this.
“I'd have to say that only a few sites (BookBub and KND)
actually offer good return on investment. The others either don't have enough
reach, a qualified audience, or they drown their subscribers in book deals.”
Sometimes there is more to a promotion then sales. Some
authors see a payback in the exposure they gain.
Best-Selling Author Helen
Hanson @HelenHanson writes
Mystery & Thrillers and Suspense novels. Helen had this to say.
“Paid advertising can be a prickly subject with indie
authors. It’s expensive, takes energy away from writing, and isn’t
necessarily going to increase sales. The mantra being that we pay to gain
exposure–institutional advertising as opposed to expecting an immediate return
on the investment.
When I recently advertised 3 LIES on BookBub, I got great
exposure while it climbed the charts, but they wouldn’t have accepted the book
if it didn’t already have a healthy number of quality reviews.”
Author Barry Parham @barryparham is an award winning
humorist and short story writer. Barry followed with this.
“Personally, I've
had better luck buying ads that promote appearances and readings, than I've had
purely promoting books for sale in stores or online.”
Some authors see a payback in receiving a high ranking on
Amazon which they can use in future advertising. Like being able to state in
your advertising that ‘this book was ranked number one in the Mystery genre.’
Or to sell to readers who use ranking to influence their decision.
Another International Best
Selling author had this
experience.
“Back in April, I signed up to do BookBub for “Whether I’ll
Live or Die” as a $0.99 feature. It was put into the Women’s Fiction category… it
had thrown my ranking up into the number 1 spot in several categories.
With that said, BookBub says that with a discounted book
(not free)… my sales were just below average for that.”
Another payback is for the author to expand his audience. If
they download this book they may buy some of the author's other books.
Terry Ambrose
@suspense_writer is the author of the McKenna Mystery series and a member of
Murder, We Wrote. Terry said this about his payback.
“My experience so far has been that paid advertising can
help expand my reach, but may not always pay for itself. While I think that
paid ads are a necessary part of any promotional campaign, I think that they
only provide a temporary boost to sales.”
Combination Promotion
Some of the outstanding authors in our study discussed
their use of a combination of promotions to get the best results.
Best-Selling Author Claude
Bouchard @ceebee308 writes
Mystery & Thrillers novels in the Vigilante Series. Claude had this to say.
“I've used paid advertising, particularly when doing a KDP
Select promotion. It made a huge difference each time, resulting in high
numbers of giveaways and strong post-promo sales.”
Author M.R. Mathias @DahgMahn is an award-winning,
self-published Fantasy Writer. He is noted for his epic fantasy novels and his
prolific social network marketing activity. Mike said this about combo promotions.
“I advertise in two big bulk sessions during the Christmas
months and the during the summer months. I do this because three months of an
ad is cheaper AND it is more effective for the reader to see you several months
in a row as a sponsor of their fav magazines etc... I choose where I advertise
wisely because I want to hit my target market.”
Frederick Lee Brooke @frederickbrooke is the
author of the Annie Ogden Mystery Series. Frederick echoed the same thing about
combos.
“I’ve used several paid advertising sites, including Google
AdWords. It’s hard to say if any one particular initiative is really working,
because I’ve always got several going at the same time.
The problem is, you can write a really good book, but it’s
extremely unlikely anyone will find out about it if you don’t get active on
social media, with paid advertising, with blogging, and so on.”
Author, Editor and Poet Robert Yehling
@WordJourneys writes, teaches creative and spiritual writing and conducts
workshops around the country. Robert weighed in on combining your promotion.
“I
promote very selectively with online paid advertising – just to get the buzz
going. I find it effective when used in conjunction with a promotion.
As
for on-line advertising sites skewing retailer rankings, I don’t like that at
all. It’s not reflective of what is really hot. I liked the old way, where they
polled bookstores nationwide, got their top sellers, and built the lists from
there.”
Author Jake Needham @jakeneedham is a best-selling Mystery
& Thrillers writer. Jake followed suit on the combo promotions.
“Each time I have done a free promotion on Amazon I have
used some form of paid advertising, and generally paid advertising from a
combination of different sources. Careful fine-tuning of the process
has each time raised the number of downloads I experienced during those
promotions… I have been the #1 free title on both Amazon US and Amazon UK.
…that the point of the promotion is to get a lot of books
out there and into the hands of people who might become new readers but have
probably never heard of me.”
Amazon Best-Selling Author Cheryl
Bradshaw @cherylbradshaw is the creator of the Sloane Monroe series and the
founder of the hugely successful Indie Writers Unite group on Facebook. Cheryl
talks about combining her promotions.
I use paid advertising on a
monthly basis combined with other promotional opportunities to keep my name
visible, my books visible, and my brand visible. I've tried all kinds of
advertising sites. There are a few I recommend over others mainly because
they boost my sales the most, but I like using a variety so I can spread things
out.
CONCLUSION
Award-winning and best-selling Author Katherine Owen @KatherineOwen01 writes Contemporary Romance and Women's Contemporary
Fiction. Like Katherine said in a previous post, “Your
mileage may vary”.
Please Check Part 2.
Book Marketing Using Paid Advertising - A Study - The Bad News posted 7/16/13
For a complete detail summary of all comments check the post:
Book Marketing with Paid Advertising - A Study
Follow me:Book Marketing with Paid Advertising - A Study
Follow Me on Twitter:
@jimhbs
Or EMAIL at: jim@jamesmoushon.com
View my website: James
Moushon – Mystery Writer
Or visit my blog: The eBook Author Corner
Take a look at my Author’s blog: HBS Author’s Spotlight
Or my Mystery blog: HBS Mystery Reader’s Circle
Check out the Jonathon Stone Mystery Novels:
Free Books: Give it away. Just give it away.
Some great comments here, James. Thanks for pulling all of this together.
ReplyDeleteI love that conclusion, "Your mileage may vary." Definitely a dead-on conclusion.
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