Episode 19 - Going deep on Facebook ads with Nicholas Erik

Overview

The conversation is hosted by Russell and Lee, with guest Nick Erickson, an expert in running ads for authors. The main focus is on understanding and implementing effective ad strategies to boost book sales, particularly through platforms like Facebook, Amazon, and BookBub.

Key Discussion Points

1. Challenges of Advertising for Authors:

   • Many authors are reluctant to engage with advertising due to the complexity of ad platforms and the mindset that writing should be their primary focus. The discussion emphasizes the necessity of marketing, especially ads, for an author's success.

2. Choosing the Right Ad Platform:

   • Nick highlights the importance of selecting one platform to focus on, especially for beginners. He discusses the differences between Facebook ads, which are more creative-heavy, and Amazon ads, which require strong data management skills.

3. Facebook vs. Amazon Ads:

   • Facebook ads are ideal for those who are more creatively inclined and prefer not to deal with extensive data analysis. They allow for creative testing with ad copy and images. Amazon ads, on the other hand, require a good understanding of spreadsheets and data management, making them more suitable for those who enjoy optimization and detailed analysis.

4. BookBub Ads:

   • While BookBub ads can be useful, they are not as scalable as Facebook or Amazon ads and can be expensive to test. Nick suggests that they might be more suitable for specific circumstances, such as promoting discounted books.

5. Testing and Optimization:

   • The importance of testing different ad creatives and copy is emphasized. Nick recommends a "five by five" method, where five different images are combined with five different copies to create 25 ads, from which the most effective one can be identified.

6. Direct Sales vs. Retailer Sales:

   • The discussion also touches on the benefits and challenges of running ads for direct sales through a personal store versus through retailers like Amazon. Direct sales offer more control and data but require more effort in terms of customer service and page optimization.

7. Practical Advice:

   • Nick advises authors to start with established best practices, use trusted platforms like Shopify for direct sales, and to be cautious with the technical setup of ad tracking to avoid misreporting. The conversation also covers the importance of ongoing testing and scaling of ads as more data becomes available.

Final Thoughts

The episode provides a comprehensive look at the intricacies of running ads as an author. The key takeaway is the necessity of embracing marketing, especially paid ads, as an integral part of an author’s career, and the importance of continuously testing and optimizing ad strategies to achieve the best results.