Twitter Ad Campaign: Step 4

This is part of a series of posts about how to run a successful Twitter Ad campaign to promote your book. Start here.

Step 4: Run a real campaign

Now that we have our target accounts set, and we have a tweet that does well, we are ready to run a real campaign. You can copy the test campaign as a starting point, so you don’t have to put in all those accounts again.

Segment your markets

Change the locations to just US and Canada. Scroll down to the bottom and set your budget to $10/day and $10/total again, and pick your winning tweet to promote. Note that Twitter suggests you promote three, but it’s fine to just do one. And it eliminates a variable, which is helpful. Launch that campaign.

Now copy that campaign, and change the locations to just the UK. You’ll need to set the tweet again. Launch that.

If you are doing any other countries, make separate campaigns for them.

This is called “segmenting your markets” and there are two reasons to do it. First, the ad markets vary a lot by country. So in some countries you will be able to get impressions with a lower bid than will yield impressions in other countries. You only get to set one bid per campaign, so this alone is a good reason to keep them separate. Second, buying behavior varies by country. My conversion rate is better in the UK than it is in the US/Canada market. I have no idea why that is. But it is, which means my break-even bid is different for that market.

Track results

Twitter will report clicks in pretty-much real-time. Don’t look at any of the other numbers because they are irrelevant and will confuse you. Plus they are mostly wrong. All you care about in the Twitter Ads interface is clicks.

Over in your KDP dashboard, you can see sales. Since you segmented by market, you can look at the sales in each market separately. Note that if you use the “Generate Report” button down at the bottom, it’s a lot easier to add up the numbers. Be sure to use the second sheet in that spreadsheet (“Orders Report”). That is the count of people who clicked “buy.” The Royalty report has some time lags in it, which can be confusing.

Be careful to only look at the report for the book you are promoting!

It is okay to tinker with your bid now and then. Raise it a little if you are not getting impressions in that market. Lower it if you are getting a lot of them. Ideally, a $10 campaign should last a few days, so you get a good cross section of data.

Compute your conversion rate

  1. Number of copies sold: _____
  2. Number of clicks: _____
  3. 100 times line 1 divided by line 2: ____%

Your conversion rate will vary a lot at the beginning, but you’ll find it stabilizes to some number. In the US/Canada market, my conversion rate at $2.99 is 4.5%. In the UK at a similar price, it’s 6.5%. If yours is higher than mine, that means your blurb and/or reviews and/or targeting are better than mine. And if yours is lower, it means they aren’t as good, and you should tinker with them to see if you can make them better.

We are going to use this conversion rate to compute our maximum bid going forward, which takes us to Step 5.

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