presented by Carolyn Jewell, Shawntelle Madison & Jessica Scott at RWA 2016 in San Diego

2. PLAN
GOALS
STRATEGY

3. •No guarantees
•This is not a shortcut to learning for yourself
•Where do you sit in the market
•Where do you want to be in the market
•Who else is like you
•You have to develop the copy
•You have to develop the images

4. •You may feel overwhelmed
•Let this marinate – don’t rush into things

5. AGENDA
Why Be On Facebook
Pages vs Profiles
Ad Basics
Now What?

6. SHOW OF HANDS
•Beginner – you don’t have a page and you’ve never run an
ad
•Intermediate – you’ve run a few campaigns but you’re not
comfortable
•Advanced – you’ve run adespresso, you know your reports
and you’re ready for the next level

7. WHY BE ON FACEBOOK
•1.5 Billion users world wide that Facebook knows an
awful lot about
•76% female
•1 in 5 page views originate in the US
•Compare to
•WhatsApp: 500 Million
•Insert Pokemon Go joke here
•Twitter: 248 Million
•Instagram: 200 Million

8. WHY ADVERTISE ON FACEBOOK?
•Because it works
•It’s not always about the money
•Targeted Visibility – you can be visible to the right people
•Car mechanics are probably not massive romance readers
•If you’re a historical author, you probably want your book in front
of fans of similar books

9. WHY ADVERTISE ON FACEBOOK?
•Facebook is passive advertising
•Ads are fed to people who have looked for things in the past, not
who are actively searching at the moment
•Facebook tracks everything you do if you’re logged in
•It can push things to you based on your browsing history
•Readers report finding new books on Facebook more than
any other platform besides Goodreads *

10. STRATEGY, PLANS, GOALS
•Strategy Example:
• Advertising a sale price or getting your book in front of authors who are similar to you
• Hope that people will buy at the low price, love it and go on to buy at the higher price
•Plans Example:
• Supplement Bookbub price promotion
• Boost Preorders
•Goals Example
• More likes
• More Sales
• Loss Leader

11. SOME BASICS
•Pages vs Profiles
•Pixels
•Promoted Posts vs Ads vs Boosted Posts
•Images (20% rule changes)
•Links

12. YOU NEED BOTH A PAGE & A PROFILE
•Profiles are where people friend you
• Limit to 5000 friends
• Need profiles to join groups & administer facebook pages
• Cannot advertise from a profile
•Pages are tied to advertising accounts
• Unlimited likes
• Links to external website
• Mailing list sign up right in Facebook
• Promoted posts
• ADVERTISING

13. WHAT’S A PIXEL
•It’s the gum on your internet shoe
•A means for tracking when someone comes to your
website and what that visitor does after they leave
•Two main tracking pixels
•Google Analytics Pixel
•Facebook Pixel

14. PIXELS – THE BASICS
•Pixels are code snippets from Facebook that allows Facebook to track
who has landed on a website
•Each PIXEL is unique to each Facebook page
•In order to use Facebook ads correctly, you must install your pixel code
in the header on every page of your website (outside of facebook)

15. AD BASICS
•3 Basic ads types for authors
•Ads
•Promoted Posts
•Boosted Posts

16. AD
Ads are created in the ad
manager and link to a single
external website
Limited content in the header
and single link on the bottom

17. PROMOTED/BOOSTED
• Promoted Posts are posts to your
page that you then promote
• 2 ways to promote: through ad
manager or through “boost”
• No best way – some authors report
amazing result with boosts, others
with promoted posts.
• Can contain as many links as you
want
• More content up top
• Certain words will get a post
banned

18. PROMOTED POSTS VS BOOSTS
•Promoted/Boosted Posts are posts to your page that you then
promote or boost
•2 ways to promote/boost: through ad manager or through “boost”
•Boosts target people who like your page and have limited options
•Promoted have the same targeting options as ads
•No best way – some authors report amazing result with boosts,
others with promoted posts.

19. TARGETING: WHO DO I SHOW MY AD TO?
•Market Research is critical
•Also-boughts
•Previous website traffic
•Google search recommendations
•Interests are indexed by Facebook and allow you to target people who
may be interested in a certain brand
•broad (romance novels)
•narrow (Kresley Cole or Robyn Carr)
•Not every author is an interest

20. TARGETING OPTIONS
•Target specific countries
with specific ads
•Gender
•Income
•Behaviors
•Employers

21. GRAPHICS
•Facebook is very strange about what images are allowed
•20% text rule recently went away but that doesn’t mean everything
goes
•Overly sexy images often get censured
•Test everything – romance is all about selling the emotion
•What’s going to get past facebook vs what’s going to convey that
emotion that will make someone stop then click

22. WHICH GRAPHIC WORKS BETTER

23. 3D IMAGES

24. PIXELS – THE COOL STUFF
•Create Custom Audiences from Pixel traffic
•Write in 2 separate genres? Create two separate
audiences based on who has clicked on each book
on your website
•Want to exclude people from seeing your ads –
exclude a custom audience based on everyone who
has clicked on your website
•Lookalike – audience based on previous traffic

25. WHAT CAUSES ADS TO FAIL
•No Strategy
•Making an ad and wanting people to buy your book -> this is a goal
•Having the wrong image
•Bad/ineffective copy
•Not split testing
•Too frequent changes/tweaks
•Not monitoring them

26. MEASURING SUCCESS
•Traffic Analytics
•Pixel traffic
•Google analytics, bit.ly, smart url: track external link traffic
•Ad Analytics
•Three types of clicks: clicks, website clicks & conversions
•Website clicks/# sales = conversion rate
•Facebooks conversion rate= #people who saw your
ad/engaged with it
•Did you accomplish your goal/strategy/plan?

27. ADVANCED STUFF
•Lead Generation - Building Email lists
•Selling on your own website
•Video
•Targeting specific devices/retailers
•Redirect links
•Tools like Adespresso
•Sales Metrics
•Social Traffic Metrics

28. QUESTIONS