In my previous post I mentioned how my sales have suffered since the election–a common theme among indie authors–and how I decided to pay for marketing for the first time in my 5-year career.
BookBub is apparently a big deal. Since I was never interested in spending money on advertising I never really paid much attention but I did know that BookBub had built up a pretty good reputation for producing stellar results and that it’s almost impossible to be chosen for a coveted spot in one of their newsletters. Some indie authors have to submit their novels over a dozen times before they get picked. What seems to be key is a good cover, a steep discount, and hundreds of five-star reviews. Luckily, the first book in my paranormal series, The Girl In Between, possessed all three and I was selected my very first time applying.
My BookBub ad cost $115 and I selected to run it in the Teen/YA category. It was scheduled to go live on my birthday, June 21st.
It has since been 24 hours since the book first showed up on their website and here are my results:
Before the ad ran I was giving away between 200-300 copies of my perma-free novel a day. Not too bad but nowhere close to the thousands a day that were being downloaded before January. The day the ad ran my perma-free novel was downloaded 18,149 times. Again, not bad, but not as many as I was expecting. I’d previously read several blog posts and case studies from authors who’d gotten at least 30,000 downloads in a single 24-hour period. But those books were also all in different categories so it’s possible that my results would be different if I’d chosen to run it in the paranormal category instead (I specifically chose Teen/YA because it was relatively cheap compared to the other categories).
BookBub likes to tout something called the “halo effect” as one of the benefits of their advertising. This means that, ideally, I’d experience additional sales and downloads for my entire backlist, which would peter out slowly, giving me more exposure on Amazon for a longer period of time. Interestingly, my paid sales did go up yesterday in addition to the free downloads (85 compared to 33 on the previous day–>still low compared to the 100+ I was selling per day before everything went wrong) but even though I still seem to be getting slightly above-average sales today, it’s not anything mind-blowing (it’s almost noon and I’ve sold 21 books). However, who knows how long people wait before they actually read the freebies they download. You also have to stop and consider that some might not read them at all. Or that they may not like the first book in the series and will choose not to continue. Or that they have to wait for payday before they can buy book number 2. With all of these things in mind, I think it’s best to not jump to any conclusions, and instead, just be patient.
The important thing right now is did I break even?
6/21 8:00AM- 6/22 12:00PM = $240
BookBub Ad = $115
Luckily, yes. But that wasn’t the purpose of this little experiment. The purpose was to see if it’s actually worthwhile to spend money on advertising, especially in this moment in time when our collective consciousness is a little preoccupied. I don’t have enough data to determine whether or not this was a success but I’ll be keeping an eye on this so-called “halo effect” that I’m supposed to be experiencing and will update this post over the next several days.
Total *FREE* Downloads since 6/21: 20,171
Total Paid Downloads since 6/21: 106