It started out so well.
After I finally gained a little traction with Amazon’s lock screen ads for my first book, I hit the jackpot with my first Shape of Secrets ad shown to the right. I got 83,467 impressions, 475 clicks, and sold four books. Wow. Yes, I spent $63.78 doing it, but hey. I spent sixty some dollars selling one book for my first novel. I was making progress.
I’d also tried Amazon’s other choice for advertising, something called a sponsored ad. You don’t write copy for these; you pick either a bunch of key words, or you find other similar books, or you select a sub-genre or two. Then you bid to get your lovely cover displayed in the banner of suggestions that appears any time anyone buys anything on Amazon.
I’d tried a mess of keywords for first book “One of One” and got one impression. That’s right, one. It was a very cheap ($0.22) and highly ineffective experiment. Forget keywords.
So for Shape of Secrets, I looked through Amazon’s suggested sub-genres. One was LGBT Fantasy Fiction. That was a category? Okay, the book is about a young gay man who can alter his appearance to look like anyone, so I guessed it fit. I tried it and got 87,684 impressions, 170 clicks, and sold three books. Hot damn. Yes, I’d spent$63.22 to do it, so I was losing money while Amazon was laughing all the way to the bank, but at least something was happening.
At the start of this endeavor I’d set aside a few hundred dollars for climbing my learning curve as my own advertising exec. At this rate, I was going to be out of a job soon. I decided to dial back my budgets and bids.
Shape Lock 2 (my shorthand for the second Shape of Secrets lock screen ad) got 72,162 impressions, 343 clicks, spent $57.42 and only sold one book. Oops. Looked like the only thing I dialed back was sales. That wasn’t good.
I tried again. For no discernable reason, Shape Lock 3 crashed and burned with 443 impressions, 1 click and no sales. The ad never even had a Kindle Fire version, something I’m still trying to figure out. (Any ideas?)
Curious, I tried almost the same ad again. Shape Lock 4 did almost what I wanted it to do. Except, only did it once. It got 5,687 impressions, 12 clicks, and sold one book for $3.24. I almost made a profit! If I could get that up to two books, and then do it a hundred times …..
But I can’t.