More on Ads

I figured I should follow up regarding my post last week on ads, clicks, and bids. As mentioned, I upped the bids for the ads, and results were marginally better. I did a brand-new ad for The Drop, with artwork showing the covers for the first two books in the series. The ad started strong on Friday, used just over half the budget on Saturday, and 30% on Sunday. Still better than the previous weeks. The ad for First declined over the weekend as well, using 100%, 75%, and 50% of budget each day. Next Time was the only ad that drained its budget all three days. Better results, for sure, but I’m also used to First using all the dollars allocated. Either I need to bump up the bid for that particular book or assess the target audience. I’ll try the former this weekend, since the target audience is hundreds of thousands of people and I’m pretty sure not all of them have seen the ad. And the more repetition the better, anyway. Also, and I might have mentioned this before, the ad budgets don’t run out as quickly during each day. Usually, the budget is gone by early afternoon, but if it all gets spent, more often than not it’s in the evenings. Why? I think it’s because I don’t link B&N in the ad anymore and those users were clicking at a much higher rate but not buying any books. In other words, a lot of wasted clicks and budget. Glad to see one of my theories has paid off.