Does Paying For Pay Per Click advertising help sell ebooks?
PPC (Pay per click) marketing is the most common form of advertising on the Internet, but how well does it work when it comes to selling ebooks?
The main players in PPC are of course Google, Facebook and more recently Twitter. There are many others, including Goodreads as well as the new Amazon KDP Select PPC service, which are both directly related to selling books.
Without going into a long essay about the pros and cons of each service, because there is an awful lot already published online about each service, I will give a brief summary of my experience. Before I start, however, know that using PPC is not cheap.
Spend very carefully when using PPC advertising to sell ebooks.
Google. Google is the biggest PPC provider through its Adwords service. I used Adwords for many years for businesses I had in the past, and it can be quite effective, but for ebooks, it’s not the best.
Because their ads are placed on websites and blogs, ads often end up being placed on sites that have low relevance to book buyers. Sure, you get clicks, but the ratio of clicks to sales is extremely low so that it can mean a lot of money spent for a tiny return.
Facebook. I have also used Facebook for a long time in previous businesses too, and it gave me good results. Mind you; I was selling high-cost services, so the cost per click was cheap in comparison to gaining a sale from Facebook.
For ebooks, however, they are so cheap that if you pay $0.45 per click, it means that making a return on ebooks priced between $0.99 and $2.99 is highly improbable. But there is still a good use for Facebook ads, which I’ll explain later in this post.
Twitter. I haven’t used Twitter PPC, as I have a large following on Twitter already. Because ebook sales are hard to come by directly via Twitter anyway, I can’t see any value in paying for Promoted Tweets when I already have over 120,000 followers.
If 120,000 doesn’t create good sales volume, I doubt paying to increase my reach will have any positive effect.
Amazon. KDP Select PPC is new and only available to those who are enrolled in Kindle’s Select programme and have granted exclusivity to Amazon.
I was enthusiastic about this service, and set up an ad immediately, as it means ads on Amazon book pages, which is exactly where one would want a book ad to be. But oh dear!
Amazon has some way to go with this. I set up my first ad a few months ago. The first problem was that my author name was reversed in the ads. Instead of Derek Haines, it reads Haines, Derek.
It took three weeks of messages back and forth to KDP Support NOT to get this issue resolved.
Update: Amazon PPC has now fixed the reverse name issue.
Then there is a real problem with their ad dashboard and reporting. It is very basic at best. After setting up an ad, there is so little information and data, which takes days to update, and so little that can be edited.
On top of all this, the minimum budget is $100.00. A bit rich for ebook advertising, but as I discovered, you do not need to spend the whole amount. Amazon uses this ‘budget’ to stop a campaign from overspending. By comparison, Facebook has no minimum.
I will persevere with KDP PPC and hope that KDP can lift their game in the future, especially on data reports.
Goodreads. I used this a couple of times for no return at all, and I was confused by their setup, to be frank. Perhaps since Amazon took over Goodreads it may have changed, but judging by my recent experience with KDP, I doubt it.
So, what’s my take on investing money in PPC advertising to sell ebooks and books?
It has very limited value, as the cost per click is normally too expensive in relation to the price of ebooks and books to make it a viable long-term strategy.
In other words, it will almost always run at a considerable loss. However, there is a use for PPC, if you alter your goals and use it for a different reason.
The key to selling ebooks on Amazon is to have a high sales rank. If your book is at #3,456,666, it stands little chance of selling. But if you can get it up to say, #150,000 or higher then organic sales normally increase. This is where PPC can definitely help, and for a very modest investment.
Firstly, increase the price of your ebook just before you plan to have a free ebook giveaway on Kindle. This makes your book seem like better value for free. $3.99 for free will be much more enticing than a $0.99 ebook for free. (Human nature and greed at work here.)
Run the KDP giveaway for 2-3 days and no more. This should increase your book’s ranking, which will make it more prominent to buyers.
Then narrowly target your Facebook PPC ad audience by readers, genre, gender, age range, country, etc. to suit your book, and run your ad immediately following your free ebook giveaway on Kindle to take advantage of your higher ebook ranking, and also your higher sales price.
Remember that higher priced ebooks gain more ranking per sale. At the same time, you could also run a PPC ad on Amazon. Again, with the aim of getting a ranking boost.
Surprisingly, you will only need to gain a handful of sales from PPC to make your ranking jump considerably. You should run your Facebook and Amazon ads for a week or so.
Yes, you will probably lose a little money here, but your higher ranking is your real return. I usually set a daily budget of $5.00 for seven days on Facebook, so my investment is only $35.00.
Very often I recoup this from Facebook generates sales, but some books work better than others, so no promises.
Now, when you stop your PPC ads, immediately return your ebook to its normal price. Then keep your fingers crossed for flow on sales.
Rinse and repeat each time you do a free ebook giveaway to keep your ranking high.
Now, if only Amazon would get their KDP PPC ads working better, I would stop using Facebook. But for the time being, I’ll use both.