Kindle Countdown Case Study: Day 4
Day 4 Stats
Book #1 Sales: 134
Book #2 Sales: 89
Book #3 Sales: 9
Paperback Sales: 4
Total Sales: 236
Page Reads: 13,496
Rank USA: 1495
Rank UK: 910
Facebook Ad Spend: £88.54
BookBub Ad Spend: £18.00 (approx)
Amazon Ads Spend: £6.00 (approx)
Promo Sites Spend: £15.00
Total Ad Spend: £112.00 (approx)
Profit: £53.00 (approx)
Breaking The Top 100 In The UK
Yep! Today, we broke the top 1000 in the UK. Not by much, but we did it! We had one promo going out today, (eReader IQ) but most of the promo sites mainly have readers in the USA, not the UK.
The BookBub Ads are targeting readers in the USA only. And the majority of eReader IQ's subscribers (and most promo sites for that matter) are based in the USA.
So, I believe that it was the Facebook Ads that have done the brunt of the legwork to achieve these results. And the Amazon Associates tracking links second this.
Once the Facebook Ads have generated some sales and improved the ABSR, the Amazon Algorithm will start pulling its weight and providing more visibility to the books and therefore producing organic sales.
The other thing that could have potentially happened, though I have no way to confirm this, is that Amazon sent out an email promoting book 1 and/or book 2; whilst unlikely, it would help to explain the big spike in sales.
Whilst it was great to be in the top 1000 in the UK, even if it was just for a day, my ultimate objective with this promo was to get more visibility of the books and tickle the algorithms enough to kickstart Amazon’s recommendation engine so that it can start selling more books organically; particularly when Book 3 comes out and Amazon can let readers who have bought books 1 and 2 that book 3 of that same series they bought, has been released.
I’m also keen to see if we can bed Book 1 and 2 into higher ABSR’s after the promo has finished, than they were before the promo; this can happen after a promo, so let’s see if we can achieve it this time.
As I’ve done every day so far, I increased the budgets of all the Facebook Ads campaigns this morning, by around 20% per campaign.
As I’ve previously mentioned, I don’t want to scale too fast, too soon and burn through my budget before the big push on the final 2 days of the promo.
An important note about increasing Facebook Ads budgets: If you want to increase the budget of a Facebook Ads Campaign, if you can, wait until after midnight PST.
If you increase your budget before midnight PST, it’s likely that Facebook will spend more than you allocated for the day that you are increasing the budget.
For example, let’s say for Day 4 of a promo you want to increase the budget of one of your campaigns. On Day 3, your budget this campaign was $50. And for day 4 you want to increase it to £80.
If you increase the budget of this campaign at 8pm PST, for example, it’s likely that Facebook will spend around $55-$65 on Day 3, rather than the $50 you initially allocated.
But if you wait until just after midnight PST, you won’t spend more than your $50 budget for day 3. And the new increased budget will be spent on day 4.
I also went through every single Facebook Ad (there are currently around 30 of them!) and turned off any ads that have a high CPC (over my threshold of £0.20 CPC), or ones that haven’t even served any impressions or generated any clicks.
This helps the CBO put more of your budget towards what’s working and doesn’t even attempt to test the other ads, therefore spending your money on what works.
I also created a few new ads and added them into the best performing ad sets. These new ads sent people directly to the series page on Amazon. And they have by far been the most lucrative in terms of number of sales, which I can tell by looking at the Amazon Associates reports.
Here are the sales from today of the individual books generated by the Facebook Ads, using the Amazon Associates links:
USA Book Sales
Book 1: 36
Book 2: 17
Book 3: 1
UK Book Sales
Book 1: 39
Book 2: 38
Book 3: 0
As you can see, Book 2 sales are almost equal to Book 1 sales in the UK, which is great; it shows the series pages are doing their job and people are buying both books in one fowl swoop!
With the winning creative from yesterday (see below), I tested it with 4 new audiences today. Unfortunately, none of these audiences proved particularly strong. The highest CTR I achieved was 1.89%, which is just below my 2% CTR threshold.
The audience that generated the 1.89% CTR was an aggregate audience I was testing made up of 12 different authors, and narrowed by Category (fantasy). Each of these authors had less than 5,000 readers on BookBub; some only had 30 readers.
So whilst these authors may be too small to target on their own in a BookBub Ad, don’t be tempted to ignore authors with a small BookBub Readership. Instead, make a note of them and combine 10-20 of these smaller authors into a single ad. Sometimes they will perform poorly, but other times, you can find a real goldmine.
Initially, it performed ok, with a 2.4% CTR. I wanted to see if this performance would hold, or at least stay above a 2% CTR, for the big push, so I dropped another 60% of the budget on the ad, but performance declined down to 1.89%, which was disappointing.
Maybe, however, this audience would respond better to a different creative.
The Amazon Ads have done very little for this promo unfortunately. They haven’t spent anywhere near the allocated budget (this is to be expected with Amazon Ads) and they’ve only generated 1 sale in the UK, but 0 in the USA.
But I’ll keep them running for now and see if things change.
The Lockscreen Ad I set up the other day hasn’t generated a single impression yet, so I increased the bid by around 70% to see if we can get it to kick in.
Amazon Ads are notoriously slow to get started, so it’s probably a case of being patient and just waiting to see what happens with this lockscreen ad. I’ll leave it running anyway, even after the promo has ended, just to see how it performs and see if I can find the sweet-spot for the bid.
We just had the one promo site today, which was eReader IQ. Unfortunately, these guys couldn’t fit us in on the final 2 days of the promo, so we decided to book them for Day 4 as we’ve never used eReader IQ before.
It’s hard to assess how much of an impact this promo had on sales, but there was a big spike today, so I think it’s safe to assume that it definitely had some impact.
And for $19, it was definitely worth a try!
Plan For Tomorrow, Day 5
With tomorrow being the penultimate day before the final 2 day big push, I’m going to roll out some new Facebook Ads and schedule them to start on the final day.
The creative in these new ads will be very similar to what’s already working; the main difference is going to be introducing scarcity, using words to the effect of ‘Ends Today’, letting people know that today is the last day that they can pick up 2 books for just $0.99 each.
I’ll also be sending all these new ads to the series page on Amazon, rather than just Book 1.
I’m going to duplicate the winning ad sets into a new CBO campaign and run these new ads into the new ad sets. The reason being that I want to keep the current ad sets running as they are performing well.
If I were to add new ads into the existing ad sets, the whole ad set would re-enter the learning phase, which is something I want to avoid on the last day.
I’m aware that the new campaigns I create are unlikely to all exit the learning phase when they’re only running for 24 hours, but it will give me some good data I can potentially use for the launch of Book 3 and for future promos.
I’m also going to create and schedule some new BookBub ads for Day 6, using the same principles of scarcity, using words such as ‘Ends Tomorrow’ and see if this can help with CTR and conversion and also find some more audiences I can use going forward.
So that wraps up Day 4’s results and summary. Join me again tomorrow where I’ll be sharing with you everything I’m doing in preparation for the big push.