I glanced back at the bullet list from my last post, and decided to limit this post to two promotional items. Comments from last time told me there is a lot of interest in the Amazon advertising. I'll talk about that, but first I'm talking about Macabre Macaroni.
Macabre Macaroni is my name for Halloween themed micro-fiction. I posted one per week during October. Mostly it was just fun, but I turned it into a mild promotion for my Experimental Notebook. The idea was, “If you like this sort of thing, why not spend 99ยข on Experimental Notebook, etc.”
I never know which story will pique everyone's interest. My personal favorite was called There's a Cat on my Grave. I watch the likes on a post, to keep score. Your favorite was called Selfie. This story was popular enough to join my top ten posts of all time.
To tell you the truth, I thought Selfie would be a middle of the pack story. Last year, I thought the same thing about Jack O' Lantern. It could be that readers like a bit more blood and death than I thought.
As far as the promotional value goes, there were clicks to Experimental Notebook from my page on the story days. There were sales on those days. Data isn't available to prove whether the stories produced those sales.
Which brings me to the entire assessment in general. There is no way to get tracking data from Amazon on these promotions. I've shared statistics on occasion with people who guest posted here. Sometimes they like to know how their visit performed. They don't have access to whether someone clicked on their link, but I do – so why not share? We still never know if the click led to a sale, but we do what we can.
I ran three different Amazon promotions during my big push. The results are confusing, but encouraging. I made a mistake at the beginning, but changed things up right away. Amazon offers two options, target products or target book genres. I decided to run one of each and compare.
I ran Will O' the Wisp out by targeting products. I chose nearly a hundred items with a Halloween vibe about them. If you shopped Amazon for the movie Hocus Pocus, you might have seen my ad.
I ran The Experimental Notebook of C. S. Boyack by targeting genres. I felt pretty good about the experiment and let them both loose.
Later on, I learned that targeting by product will never appear in a Kindle device. I made the assumption this probably included all the various apps too. Will O' the Wisp was my best shot at Halloween sales, and time was ticking. I ran a third campaign by pushing Wisp out toward various genres. I was assured that Wisp would appear on Kindle devices at least for this campaign.
I justified the extra expense by telling myself that using the same book to compare the different advertising options was a better comparison. Here are the results
When I targeted products using Will O' the Wisp the ad was shown to 90,516 shoppers. It was intriguing enough for 53 people to click upon it. These clicks cost me $4.18. It never sold a single book.
When I used Wisp to target genres, and appear on Kindle devices, the ad went out to 25,501 readers. 171 of them clicked on the ad, costing me $34.05. It never sold a single copy.
I'm going to break the flow to explain how these ads work. I've posted about them before, but I might find a new reader today, so bear with me. I have the option of setting my own time period, so I ran every campaign for one month. There is a fail safe in the system, so I set the campaigns to halt if I spent $100. Beyond that, I get to decide how much I'm willing to pay when someone clicks on the ad. I pay nothing to have it appear, but if they click I get charged. Amazon holds an instant auction among competing advertisers, and the high bidder is the only one who gets placed. I bid 20ยข per click.
Wisp cost me 8ยข per click when I pushed toward products, but 20ยข per click when pushed toward genres. There was some tough competition for Halloween books. Neither campaign produced a sale, but it's still data to consider. There is value in being seen, even if nobody buys. It's possible that someone saw my ad and came back later to download the book.
What about that campaign for Experimental Notebook? The other one that pushed to genres? It performed best of all. 31,979 shoppers saw my ad. 207 of them clicked the ad, costing me $38.48. Each click cost me 19ยข. But out of those clicks, 15 of them actually downloaded the book.
Before anyone gets too excited, this is a 99ยข book. After I split with Amazon, I pocket a sweet 35ยข. I lost money, but did I really? If you remember my last post, Notebook was designed to be a gateway drug into my other works. Take a 99ยข chance… Come back for the novels. I found 15 new readers I wouldn't have reached otherwise.
Why did Notebook sell, while Wisp did not? There were sales of Wisp for two months, but not because of Amazon advertising. It could be that Notebook's cover appeals to more people. Maybe my blurb was better on Notebook. Personally, I think price has a lot to do with it.
People might take a 99ยข chance on a new author, but not a $2.99 chance. Macabre Macaroni is free, if you enjoyed them… Notebook is 99ยข if you enjoyed it…
It appears the conversion rate is higher when targeting genres, and appearing on Kindle gadgets. It makes sense. Those shoppers are all readers in the first place. When targeting products, the shopper might not have read a book since 1974. Less people saw those ads, but they were more productive ads.
Still, a crap ton of people saw my ads in total. Maybe something lodged in their brains, and they will buy a book a month from now. Exposure has some value too.
I've spent more money on promotional stuff that produced less. There is a reasonable chance that I'll run an Amazon campaign again in the future. I'll probably target book genres and appear on Kindles. I may bid low and give it more time too. I haven't really pushed The Cock of the South lately. Maybe it's time. It keeps my name out there for a couple more months.
Assessing the promotions reminds me of the paleontologist who finds one fingernail and interprets the skeleton of a giant ground sloth. There isn't much evidence to go on, but we do what we can based upon that evidence. We can also share with our friends. This includes not only campaign data, but blog stats when we host someone.
What about you guys? I've shown you the fingernail, do you see something I'm missing? Let me hear from you. Next time I'll try to cover the rest of the things I did during September and October.
Let’s talk about blogging
I admit to not being the best blog friend lately. In my defense, I've been kind of busy. One of the things I did was to create a list in WordPress. I follow over a thousand blogs, but those who interact went in that list. When I'm pressed for time, I limit myself to that list.
Blogging seems to have slowed down from my point of view. I've been at this since the Fall of 2013, and I suppose that makes me an old timer. People come and go, and I've gotten used to that. I had many friends who simply disappeared for various reasons. It seemed like new bloggers came along, but lately that isn't the case.
Maybe I should clarify a bit. New ones are out there, but they seem to be different. This is reflected in the stats: My views are up, but my likes and comments are down. I miss the interaction.
I've discovered a few new blogs over the past year. I tried courting them, but I get nothing back in return. Maybe you know this game. You comment on an interesting post or two. Maybe you get a “thanks,” or a comment like. They never visit my blog.
This doesn't make the person's blog any less interesting, but interaction is important to me. If I get interaction, I'm likely to keep up and leave comments. If it's a one way street, I don't have time for that.
I find it odd that the likes have gone down on my blog, but the views are way up. I had a couple of posts this year that did phenomenally well, but they never made it onto my top ten posts.
For the top ten, I use a WordPress widget. I had it set to track likes as the criteria. The post about Spying With Lana had thousands of views, but didn't get the 45 likes to make my top ten. This is odd, because the percentage of likes to views has changed.
My post about writing a short story went crazy thanks to Flipboard. Again, thousands of views. Never gained enough likes to make the list. There were more commenters than likes.
Recently, I changed the widget to track views instead. This screwed everything up to be honest. The post about my PSA and prostate warning should still be in the top ten. My “about me” page should too. Spying With Lana should show up too, but doesn't. This setting seems to only track the last week of posts for some reason. It said it takes about two days to fully adjust, so I'll monitor the situation.
I still get a few people who like every post, but never comment. I always assume they like it from the WordPress Reader, but don't actually read the posts. I know everyone gets a few of these, and don't give it a second thought.
The fact is that I've noticed a change in blogging. This is data, and it probably means something. What can I do with the data to move my writing career ahead?
I love blogging, and the friends I've made here. I have no intention of giving it up. My readers come for various reasons, but I have a small loyal crowd.
Is it time for me to look for an additional platform? It isn't just the followers and friends. This is an author site, and I want to build interest in my books. Is there something extra I should be doing?
I've had private conversations with some fellow authors, and the consensus is that fewer bloggers are willing to help these days. This is a limited group, but it concerns me. Authors need hosts for cover reveals, promotions, excerpts, and more. I've always helped, and intend to keep helping, but again… This is data, and it means something, even if I don't know what.
When I asked for beta readers for The Playground, I had two people take me up on it. This is in stark contrast to The Experimental Notebook where I started turning people away after seven volunteers.
I will always need beta readers, but if I have to start paying for them, I might stop publishing altogether. My writing journey has never been about the money, but I need to break even. I still get the journey of self improvement without the worry of promotion.
I admit these are limited observations. Maybe a bigger view would produce different data. So I have a few questions for you as bloggers and as authors.
My views are exponentially higher than 2015. This is great! My likes and comments are down, and that's odd. What does this mean? Are people just stopping by to collect new Lisa Burton art? They're welcome to it, of course, (I use them for iPad and iPhone backgrounds too) but a comment or two goes a long way.
Could it be that I'm reaching more people beyond WordPress, and it isn't simple for them to like or comment? If so, that's great. I've run into that problem myself, and understand.
Are fellow authors having a harder time getting help with promotions, hosts, and pushes?
Have I missed the newest form of social media somewhere, and need to jump on the bandwagon?
Do you prefer interaction, or would you rather have people read and move on?
Has anyone else courted an interesting blogger, but the relationship never happened? Maybe I'm strange that way.
In any case, I'm on vacation for a few days, and hope to get some writing done. Today was all about errands, and those are out of the way. I'll probably post a little more frequently this weekend, and I'll try to catch up on some blog reading. I promise to like the posts I read.
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