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Hey,
I'm blown away by the interest and number of authors who have already signed up for my upcoming Jumpstart Facebook Ads course – which will be launching next Monday, October 31st (almost a month ahead of schedule).
So excited to share how I've gone from spending $10 per day on Facebook Ads, to $250 per day (sometimes more), all whilst maintaining a 2-3x return on investment.
How I've achieved this really comes down to pulling 2 key levers:
#1: Audience
I've learnt this lesson the hard way.
You need to show your Ads to readers that have the highest possible chance of potentially enjoying your books.
Sure, not everyone who sees your Ads is going to be your biggest fan, but with the granularity of Facebook Ads targeting, you can really hone in on your perfect reader.
How you target though is just as important as who you target.
When I first started using Facebook Ads, I was throwing spaghetti at the wall with my targeting! Did it work, yes. But did I know why it worked? No.
And for me, I need to know how and why something worked. Maybe you're the same.
I then began testing audiences individually and methodically. Sounds dull, I know, but without a strategic approach to targeting you're going to be throwing money down the drain – I've had first hand experience at that!
Once I figured out who was resonating with my Ads (and now, with Amazon Attribution, we can see which Ads are converting into sales and borrows) then I could confidently scale up to do more of what was working and less of what wasn't working.
And this is exactly how I run Facebook Ads today:
– Test each audience individually
– Track the results
– Scale up the proven audiences
– Stop spending money on audiences that aren't working
#2: Ad Creative
I came to this realization quite early on... the Ad Creative you show to your target audience has a HUGE impact on the performance of your Ads and on the sales of your books.
Whilst there's no right or wrong way to create your Ads, there are definitely strategies that are better than others.
I've tested a lot of different Ad Creative ideas over the years and, whilst it differs from book to book, author to author, genre to genre, the commonalities I've seen are this:
– Keep your images clean and simple (1 main image with a small amount of text)
– Make it clear that it's a book you're advertising (sounds obvious, I know!)
– Stock images can work well for some books, but I've found conversion isn't as strong
– Using the book cover in the image provides a link between the ad and the book - helps a LOT with conversion
– Review quotes (i.e. social proof) in your Ads works incredibly well
– Tease and entice the reader with your Primary Text to make them feel like they just have to click your Ad and find our more about your book
– Including some form of scarcity in your image and ad copy works exceptionally well when you're running a limited time deal on your book(s)
These are just a few of the key lessons I've learnt from spending well over $100,000 on Facebook Ads for both my wife's books and for books by other authors.
Yes, the optimization and scaling phases of Facebook Ads are fun and exciting, but without the core foundation of targeting relevant audiences and using effective Ads, nothing else matters.
Inside Jumpstart Facebook Ads, I'll dive much deeper into both audience and ad creative, as well as the ins and outs of optimization, scaling, tracking and much, much more.
So, if you want to finally conquer Facebook Ads and follow a proven system that will help you sell more books, there's still time to join with the special 50% pre-order discount.
To Your Success
– Matt
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