2d • Facebook Ads
Q/A Recording
Here's the recording! Hopefully you can watch and see how friendly and non-threatening we are!
Notes:
Impromptu Zoom Meeting - March 25
Meeting Purpose
Key Takeaways
- Ad Set Diagnosis: To fix a $60 spend vs. $7 revenue ad set, add unique attribution links to each ad. This isolates the winner(s) and allows you to pause the losers, preventing Facebook from wasting budget on underperformers.
- Ad Rotation: Rotate ads for longevity and audience psychology. A break from an ad can overcome creative fatigue, and seeing it again later signals quality, which can convert readers who needed time to decide.
- Kickstarter Strategy: Use a reader magnet ad to build a warm email list before launch. The ad sells the story, not the campaign; the Kickstarter CTA is placed at the end of the novella and in a subsequent email drip.
- New AI Targeting: Facebook is testing a new AI-driven targeting feature where you describe your ideal reader in natural language. This could restore the hyper-specific targeting capability lost in recent years.
Topics
Ad Set Diagnosis & Optimization
- Problem: An ad set spent $60 for only $7 revenue (1 sale + ~1500 KU reads).
- Root Cause: A single attribution link for all 5 ads in the set. Impact: This prevents identifying which specific ad is performing well and which are wasting budget.
- Solution → Add Unique Attribution Links: Add a unique link to each ad in the set. Run for ~3 days to gather data. Pause underperforming ads; keep the winner.
- Ad Set Structure Best Practice: Run only one ad per ad set for traffic campaigns. Why: This allows precise budget control and audience adjustments for that single ad without affecting others. Exception: Sales/lead ads can run multiple creatives, as Facebook's algorithm can optimize for the best performer.
Ad Creative & Performance
- Creative Strategy: Use book covers or trope graphics in ad images. Why: Generic "vibe" images attract non-readers, wasting clicks. Specific visuals pre-qualify the audience.
- Ad Performance Metrics: CPC: A $0.17 CPC is good if conversions are strong. CTR: A 2.5% CTR is low. Action: If an ad's performance declines, lower the budget to $5–$10/day. This forces Facebook to target the core, high-intent audience, which can improve metrics.
- Ad Rotation Strategy: Why: Overcomes creative fatigue and signals longevity/quality to readers. Method: Rotate ads for different series or books on a monthly cycle. Result: Creates a more stable revenue stream by smoothing out the natural dips of individual ads.
Kickstarter Promotion Strategy
- Goal: Build a warm email list before launch.
- Method → Reader Magnet Ad Funnel: Ad: Promotes a free novella (reader magnet) on BookFunnel. Focus: Sells the story, not the Kickstarter. Novella: Includes a CTA at the end to follow the Kickstarter. Email Drip: New subscribers enter a warm-up campaign for the Kickstarter.
- Results: Jill: 1,000 subscribers on a Kickstarter-only list in 6 weeks. Stephanie: 209 followers in 6 weeks, targeting 300 before launch.
New Facebook Ad Targeting Feature
- Facebook is testing a new AI-driven targeting option.
- Functionality: Describe your ideal reader in natural language (e.g., "woman over 35 who is career-oriented and likes adventure").
- Potential Impact: Could restore the hyper-specific targeting capability lost in recent years, which would be a significant advantage for authors.
Next Steps
- Stephanie: Add unique attribution links to each ad in the underperforming set. Run for ~3 days to identify the winner(s) and pause the rest.
- Stephanie: Test lowering the budget on the low-CTR ad to $5–$10/day to see if performance improves.
- All: Monitor Facebook ad accounts for the new AI-driven targeting feature.
27:28
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Q/A Recording
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