Writer Sanctum
Writer's Haven => Marketing Loft [Public] => Topic started by: Lu Kudzoza on December 11, 2018, 02:18:50 AM
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You can target zip codes, but the clicks will be very expensive because of the small audience size. You can't target followers of individual pages or groups (at least I haven't seen them as an interest).
What most people do is target author who write in the same genre.
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The targeting options in FB are quite impressive, but the in my experience the ROI is not worth the time or money. There are a number of reasons for this, chief among them most people aren't going to Facebook to learn about books or make purchases. High CPCs are another problem for low-margin items like books.
I also found that fine-tuning Facebook ads was a huge time suck. Google AdWords has this problem as well.
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Yeah i don't get that "small audience size" either. Unless it means more competition for those few people, say from local businesses who are willing to pay a lot more to generate a lead on, say, putting in a pool?
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What I've found is that when I target one author who has 250k followers, then narrow it to 50 miles around a location that is related to the book the clicks jump from about .20 to $1.50 or more. The audience is narrowed to 10k people. I've done the same thing with an audience that is 3 million and the clicks end up in the .50 range. Still too high because the audience only grew to about 25k people.
My theory is that FB looks for the low hanging fruit first. They target the people who are most likely to click out of the target audience. So odds are an audience of 250k has a much larger number interested people than a small one.
One caveat, I have done ads with a small audience of about 15k directed at one author who is a love him or hate him target. I had a review quote that mentioned the book I was advertising was similar so I used it in the ad. I got clicks at .08 for about 3 weeks then they slowly climbed to about .30 over the next few months (at which point I increased the audience size by adding in more authors, which brought the CPC back down).
So, it's not necessarily the audience size. Rather, it's how targeted is ad to the specific audience in relation to any other ad FB could be showing them instead (how much low hanging fruit in the audience).