Good Ads, Bad Ads

You all know that I run ads every weekend on BookBub. The ads for First and Next Time continue to perform wonderfully, draining their budget every time. The new ones for The Drop and First Step don’t do so well, though. They start off very well on Friday, less so on Saturday, and almost no clicks on Sunday. I think there are a couple of reasons for this lackluster performance. The first is that I haven’t honed in on the right wording yet. I think they’re both pretty good, but obviously the people who see those ads disagree. I also have to tell myself that it took time to get things right with First and Next Time, to the tune of several months’ worth of trying out different approaches. The other factor, one that’ll be easier to fix, is that the audience isn’t right. The setup for each ad lets you target the readers of particular authors and I might have too broad an audience at the moment. I’ll be making some changes before this next weekend with hopefully some better and more consistent results.