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One of the most important lessons I've learned running Facebook Ads over the years is that things are always changing.

What worked 6 months ago may not work today.

What worked 12 months ago almost certainly won't work today.

This is why I'm always testing new things, as well as continuing to do what is currently working.

Some new things I test work, but most things don't.

And that's ok.

Yes, it can be hard to see money being spent on Ads that result in little to no sales and eat into your profits.

But sometimes, I'll find something that shows potential, it just needs a little tweaking somewhere along the line.

The important thing is to test enough, to spend enough on something to gather statistically significant data.

Spending $10 on a single Ad and declaring it doesn't work isn't statistically significant data.

There comes a point of course where you're overspending on Ads, but how do you know when and if you've reached that point?

I prefer to let Ads run for 7-14 days before deciding whether it's a dud or not.

Other advertisers prefer an Ad to receive a certain number of impressions or clicks, or even a certain amount of spend based on their Average Order Value.

Yes, things can get complicated.

The reason I like to let Ads run for 7-14 days is to give the Facebook algorithm enough time to optimize and to find the right audience.

The other thing to consider though is your book product page, whether that's on your own store, on Amazon, or another retailer.

The Facebook Ads themselves are purely making people aware that your book exists in the first place; they are simply getting eyeballs on your book(s).

Your book sells your book.

A reader's decision to buy or borrow your book (or not) happens on your book product page itself, not on the Ad.

The Ad attracts the right readers and entices them in, but ultimately the decision to buy happens on the book product page.

Many authors (ourselves included in the past) blame the Ads for lack of sales.

Oftentimes though, it can be the book product page itself that is the culprit for low sales.

We've had instances in the past when a 1 or 2 star review became a "Top Review" on the Amazon book product page and the sales/borrows from the Facebook Ads tanked.

The Ads hadn't changed; the book product page had.

Once that review had been pushed down, things started to improve again.

So, if your Ads aren't performing how you hoped they would be, perhaps it's time to review your book product page instead of banging your head against the wall with your Ads.

One change on your product page can flip your Ad performance on its head.

An updated blurb, more reviews, A+ Content, a new book cover...

One little change can be all it takes.

Also keep in mind that Facebook Ads fatigue over time.

Some Ads will run for 3-4 weeks just fine, then performance drops off a cliff.

Other Ads may run like clockwork for months on end before showing any signs of fatigue.

There are many factors that influence performance; a lot of which are outside of your control (e.g. weather, elections, seasons, etc).

Don't try and control what you can't control.

Focus your efforts on what is fully within your control:

– Researching Ideas For New Ads

– Writing New Ad Copy

– Creating New Images/Videos

– Using AI Tools (e.g. ChatGPT)

– Testing Different Blurbs

– Testing Different Pricing

– Collecting More Reviews

The key lesson from today's newsletter is to stress the importance of testing and not resting on your laurels for too long.

Facebook Ads and publishing as a whole, is always adapting, always changing, always evolving.

By resisting change and continuing to run your Ads (or any part of your author business) like you did 1, 2, 3, 4+ years ago can be detrimental to your success as an author.

Change isn't always easy, it's not always comfortable.

Just know that if things are uncomfortable, you're growing as an author, as a business owner, and as a person.

For the most part, change is good.

Embrace the change and you'll be in this game for the foreseeable future.

You got this.

Enjoy the rest of your weekend and thank you so much for reading.

To Your Success
– Matt