Recently I decided to experiment with the fairly new Amazon Marketing Services (AMS), which is their pay-per-click advertising program. The first ad I ran for less than a day. I got a little nervous and thought my impressions were low (205 with 0 clicks), so I suspended it—probably way too soon. The second ad I scheduled to run for two days (Monday, December 26th through Tuesday, December 27th).
After listening to an episode of the now defunct Self-Publishing Roundtable where Zoe York recommended that authors go with Amazon’s suggested cost per click (CPC), I scheduled an ad for the first book in the South of Forever series, Diving Into Him ($2.99). At first I chose from Amazon suggested keywords. Eventually I added some additional keywords of my own. I scheduled the ad to run for two days, with a $5 daily budget. Amazon suggested a $0.25 CPC.
According to Kboards, you want one click for every thousand impressions. My two-day campaign resulted in a little over 40,000 impressions and 41 total clicks. My ROI was one sale—about $2.02 in royalties (though AMS doesn’t record KU borrows/reads). I’m not sure if this is good or bad; I spent $5.58—more than double the ROI—in order to get that one sale. I need to run another experiment.
My best-performing keyword was “rockstar romance.” It was the only keyword to result in a sale. The keyword with the most impressions and clicks was “interracial romance.” I’m not sure that Multicultural & Interracial romance is the best category for the series; even though Jett is Portuguese and Koty is white, I feel like readers expect black and white characters in interracial romance.
I also may need to adjust my covers for the series again; I’m wondering if my covers, which currently feature the heroines, should in fact feature the heroes. Most rockstar romances, after all, have either the couple or just the hero on the cover. I went with the heroines since each book is told in a different heroine’s point of view. Like everything else, this is an experiment and I’m still learning.
In the future, I think I will run a longer ad, maybe with a slightly bigger daily budget. Though I think $5 is a good experimental daily budget, I need more impressions so that I can have more data to see exactly what a decent ROI would be.
I don’t really know this was a waste of time or if I just didn’t run the ad long enough (or with the right keywords). Advertising is an experiment in and of itself, so it’ll take some tweaking to get it right. I also think it’ll help me with my cover design, categories, keywords, and blurbs; advertising gets me the eyeballs I need, so if I’m not converting, I know one of those things needs to be tweaked. I think it’s especially beneficial to be doing this while I’m enrolled in KU.
I will report back after I’ve run my next ad!
Have you used AMS? Let me know what your experience was in the comments below!
In my last post, I mentioned that I was re-designing the South of Forever series covers, starting my annual year-end inventory, and getting ready to write my 2017 business plan. Since all of these things kind of tie into my “Preparing for 2017” plan, I thought I’d split them up into three posts. Today I’d like to talk about my South of Forever series.
Plain and simple, the series just hasn’t been selling like it should. With three books out, it should be moving—especially when the first in the series was permafree. Even with ads, that free first-in-series just wasn’t moving like it should.
Without getting too mushy, I’m damn proud of this series. These books were where I really found my writing voice. I know with every book I write I’m getting better and better, but this series for me is a hallmark in my career. It survived my small press publisher going under. Its small but loyal tribe of readers love it. I couldn’t just let it die a slow death.
I sat down and thought really hard about this series.
Ultimately, I realized my lack of sales is probably because of the covers. The original covers weren’t bad. They were stunning! But they didn’t appropriately reflect the series genre—rockstar romance (RR). They also looked like a YA series. My husband Mike, a mixed media artist, pointed all of these things out and I couldn’t agree more. I want to stress that I really loved the original designs and think the cover designer who did them is rad, but business is business. I had to try something new.
But… I couldn’t afford to hire anyone to redesign the covers. There was a new designer I was eyeing, who was offering super low prices to build up her portfolio, but just as I was ready to purchase, her prices went up. Just as I was about to give up, Mike asked me if I was really going to let a little thing like a book cover get in my way. I was annoyed at the time—and also super sleep-deprived—but his words sunk in. He was right.
A week or so later, I forced asked him to sit down with me and look at stock photos for the new covers. I’d redesigned the cover for Just One More Minute; with his help, there was no reason I couldn’t do the same for the SOF series. (I would not recommend the average indie do this; I have an A.S. in Multimedia/Web Authoring and years of graphic design experience. Even still, I much more prefer hiring a designer to handle covers.) I stressed to him that I really needed him to be 100% honest—no worrying about hurting my feelings. This is business, and there’s no room for artist’s ego. 😉 Together we selected some photos, then I spent hours studying RR covers on Amazon. Using the watermarked comps, I made some mockups that I then made asked him to critique. After we discussed them and I made some tweaks, I slept on the designs.
After about another week, I purchased the stock photos I needed for about $10 each, fired up my dinosaur Gateway, and got to work. Even after re-doing the JOMM cover, I was still rusty on my Photoshop skills. Plus I only have CS4, which is so not what I’m used to. (For about a year, I had CC on my Mac, which is the monthly subscription with the latest updates. I got spoiled.) Still, as the Celine Dion song goes, “It’s all coming back to me now.” Mostly.
I spent hours looking at typography and trying to find fonts that most suited the series. The ones I chose weren’t exactly what I had in mind, and I still kind of want to change them, but I had to “be done with it,” as artist Skye Taylor advises in his videos. Once I finished, I forced asked Mike to critique them. I also begged sent them to my photographer friend. The consensus is that SOF2 is the least strong of the three. While Mike chose that stock photo for her moody expression and kick-ass dark lipstick, my photographer thought that cover looks more like a suspense novel. She’s right, but finding a stock photo to represent my Boricua/Mexican-American Savannah and express the mood of the story was really difficult. SOF2 is the most suspenseful of the three in the series, so the new cover will do for now.
Check out the new covers! What do you think? Let me know in the comments.
Update, 12/11/2016: Since I hit publish on this post, I’ve actually tweaked the covers again. (Yup—I changed the series title typography. Couldn’t help myself! I also changed the stock photo for SOF2. Much better!) See the updated versions below!
Getting More Eyeballs
New covers alone wouldn’t refresh the series, though. I needed a fast way to get it back on track—and I needed it to be at little or no cost.
Enter Kindle Unlimited.
I’ve long avoided Kindle exclusivity. Oh, I’ve played with it a little—with mixed results—but never for long. I have a strong aversion to putting all my eggs in one basket (especially since I do well at other retailers like Kobo).
But the consensus among indies seems to be that KU is a fantastic short-term business plan for new or new-ish authors. The key word being “short-term.” It’s not smart to rely entirely on Amazon for your business’s long-term income. I won’t get into details here on why exactly KU is good for authors; you can find plenty of information about KU pros/cons on the Kboards Writers’ Cafe and Google.
I’m using KU as a tool to refresh the SOF series and give it a boost. All three books in the series are now enrolled in KU for the next 90 days—until March 8th, 2017, to be precise. When that term is up, I’ll make them wide again. Then I’ll release the last book in the series at all retailers.
Refresh, reset, renew!
Another perk of being in KU is that it gives me a small pool to test those new covers in. Rather than having to tweak and re-upload to half a dozen retailers, I can make changes to the covers—and other meta data—and test again in KU.
Moving copies wasn’t my only problem. The series actually spun off from a series of novelettes I released in 2014: the ESX series. Originally, ESX was supposed to be a comedy about a boy band singer named Koty who desperately wanted to be a rockstar. Then Jett stomped onstage in her boots and stole Koty’s heart—and the show. It wasn’t supposed to be a romance, but those two fell in love, and I fell in love with writing romance. And, once Jett and Koty achieved their personal goals, I realized there was a whole new story arc to write about them: the South of Forever series.
However, ESX didn’t have a happily ever after (HEA) or even happy for now (HFN) ending that is a requirement of romance. It sold well as a series of six in the comedy category, but when I gave it a new title (Playing for You) and made it the official prequel to SOF, it didn’t quite work. Readers expected a HEA/HFN ending for ESX/Playing for You, which they didn’t get, and weren’t thrilled when they found out there was another series—or at least Diving Into Him—to read to get the satisfying ending they wanted.
Even if I made the prequel free and then SOF1 free, most readers didn’t realize there was a prequel. Amazon and the other retailers have no system for prequels in a series; you can mark a book as #0, but it won’t show up on your retailer series page. Their setups just don’t work that way. So most readers were picking up SOF1 and then scratching their heads, because it felt like there was something they were missing.
I thought about changing the ending to the prequel to make it a HEA/HFN, but then I’d have to change the beginning of SOF1 and that still wouldn’t solve my series order problem. The only solution was to get rid of the prequel as a separate novel; I decided to include it in SOF1 as a free bonus right in the file—no jumping through email list hoops.
Now readers who buy SOF1 will get ESX for free. It kills several birds with one stone, and there’s a benefit I hadn’t even considered: SOF1 is now twice as long, which equals more page reads in KU. This totally wasn’t on purpose, but it’s a nice bonus for me. And it’s completely legit. Score!
Another difficult decision lay ahead: to change my prices or not? Before my re-launch, my price points were:
Upon some research, I discovered the majority of rockstar romances are $3.99 each or more. Sometimes the first in series is free or $0.99. Sometimes it’s the same price as the rest of the series.
I wrestled with this.
I’d like to keep SOF1 permafree, but KU doesn’t allow permafree titles (at least, as far as I’m aware). KU subscribers can binge-read the entire series at little risk, but non-KU Kindle readers are paying out of pocket. I’m still a relatively new author, which will always make a reader hesitate before one-clicking. The books have good reviews, which helps, but I worried a $3.99 price point for a first in series would make readers hesitate even more and pass over the book.
If I made SOF1 $0.99 though, I risked not getting into Bookbub.
Ah, yes. Bookbub.
The other piece of my plan—assuming December results in lots of SOF sales and KU reads—is applying for a Bookbub in January. Bookbub is more likely to accept deeply discounted books. For example, a book that’s regularly $3.99 but on sale for $0.99 or free will really appeal to Bookbub’s audience of hungry readers. I plan on running a free sale for SOF1 in February to get the series up in the Amazon charts right before I drop SOF4 in March. If I get rejected by Bookbub—which is likely, considering the volume of submissions they receive—I’ll go with another advertiser with good ROI, like ENT.
In the end, I made the choice to raise the price of all three books to $3.99 each. I’ll use my Kindle Countdown days to run my free promo of SOF1 and, when the series comes out of KU in March—provided it does well in the interim—I’ll make SOF1 permafree again.
But I’ve got to try something new. Right now, permafree SOF1 is averaging two downloads a day. That’s pretty poor for a subgenre with a large audience of voracious readers. I just know it’s the cover making people hesitate, because it doesn’t look like rockstar romance. I’m hoping with the new cover, non-KU Kindle readers won’t hesitate—even with the $3.99 price point. And if they do, I’ll try again with them in a couple months with my free promo.
The only thing I haven’t changed for the SOF series are the keywords. My last round of keyword research was in September. The series was ranking well in Amazon search results for things like “rockstar romance,” so I decided not to change any keywords at this time. It’s still ranking well, but I think readers are passing it over because, again, the covers don’t look like RR. My experiment is to see how well the new covers perform; I didn’t want to change keywords that are already doing their job.
I’ll revisit keywords again in the new year, once I’m sure the covers are performing well, if sales are still slow.
The Official South of Forever Newsletter
Finally, I updated the SOF series back-matter. This included a more current “also by” list, with the Just One More Minute novel and upcoming Christmas novelette buy links. It also included a dedicated SOF email list, rather than the general email list I’ve been using.
The problem was, with a low budget, I couldn’t afford to set up autoresponders. Ordinarily, I’d create a segment for my email list and lead SOF readers through a chain of emails with exclusive series extras, excerpts from subsequent books in the series, and more. So I had to figure out a workaround.
It’s going to take a bit more time, but I ended up setting up a completely new email list. I did this for Just One More Minute, promising readers I’d send them a free story set six months after JOMM if they signed up. (This is the Christmas novelette I mentioned; it’ll be free just for my email list and $0.99 everywhere else. Perks for my readers!) This is also what Nick Stephenson refers to as a reader magnet. The JOMM list has already generated more signups in a couple weeks than my generic “get updates” list has in the past month.
For SOF1, I promised readers exclusive bonus content. I wasn’t specific, which I need to change. My plan is to send them “Where Are They Now?”-themed stories about the ESX members (Dev, Johnny Z, and Benny), plus some other fun extras that answer burning questions not addressed in SOF1. One of these questions is “Why did Perry leave King Riley?” but since that’s part of the series arc and going to be answered in SOF4, I have to think of something else. This is also known as the Kobayashi Technique.
In the meantime, readers get instant access to the first five chapters of SOF2. My hope is to ensure read-through of the rest of the series. I know read-through rates are never 100%, but I’d like to get as close as possible.
I’ll also send them book recs, promo notifications, and give them first dibs on SOF4 ARCs.
I’ve thought about this whole thing a lot, and though most of it had already been kicking around in my brain, I was able to create a solid marketing plan for the series after reading David Gaughran’s Let’s Get Digital. Basically, this re-launch plan is the culmination of five years of mistakes—mistakes I’m not at all bummed about, because they taught me much.
I’m an arrow shooting forward!
Into the Unknown
As I write this, the SOF series is down from all wide retailers and updates are publishing in my KDP dashboard. Changes are slowly flipping on the books’ pages. SOF2 and SOF3 are advertised as KU books. SOF1 is still permafree.
SOF1 has been averaging two downloads a day on Amazon, with a tiny handful of sell-through on SOF2 and SOF3. My goal is to generate a part-time income of $500 a month; I know I can anticipate this, because authors writing similar series are reporting much higher incomes. Still, I’m not expecting an overnight miracle.
My new covers might not be as genre-appropriate as I think. The women on the covers might throw off RR readers who are used to covers featuring male rockstars with tight abs and electric guitars. Designing for this series is tough, because the main characters are the bad-ass belles of the band—the women who are really the force of nature behind the music.
Jett, the vocalist who doesn’t want to sacrifice the integrity of the band for the feelings she has for guitarist Koty.
Savannah, the artist who gave up her own career so that keyboardist Max could move to Boston and join the band.
Poppy, the band manager who sort of kind of lied about her experience so that she could get the gig—and drummer Griff.
Krista, the music journalist who desperately wants her own column and tortured, distant bassist Perry.
It’s not your typical RR, but the sex is just as steamy and the band plays just as hard.
I’ve been trying all kinds of marketing things to see what works and what doesn’t… but I have so much going on, I’m kind of worried I might forget something. 😂 Below is a list of current giveaways, promotions, and events that I’m running!
Hey everyone! I’ve scheduled about two weeks of ads, and thought I’d share the results with you as they come in. The promo book is a permafree first in series—rockstar romance Diving Into Him (South of Forever, Book 1), if you’re interested. My goal is to create sellthrough for the other two books in the series and build my email list in prep for the fourth and final book.
Thursday, September 1st: My Book Cave
I didn’t advertise over Labor Day weekend, because I’ve learned from past attempts that holiday weekends are no bueno.
Tuesday, September 6th: Awesome Gang
I also did an interview with these guys.
Wednesday, September 7: BookRaid
Thursday, September 8: Bookscream
Friday, September 9th: Kindle Book Promos
I chose not to advertise over this weekend, either, since I had a limited budget and wanted to focus on weekdays; the weather is still good and I think a lot of people are still going outdoors on weekends.
Monday, September 12th: Read Free.ly
Tuesday, September 13th: Booktastik
Thursday, September 15th: Sweet Free Books
Friday, September 16th: Book Basset
September 26th-October 2nd: Kobo Free Spotlight (Romance)
I’ll be updating this tally as the month continues, so check back!
I’ll also be adding sellthrough totals for the other books in the series.
Thanks for reading!
*These sites were free but didn’t have dates to choose from; they’re on a first come, first served basis. Fingers crossed!
The release party on the 19th went extremely well. I had a full lineup of author takeovers, plus lots of door prizes. Here are the attendance numbers:
Not my best attendance rate, reader participation was the highest I’ve ever had.
What Happens On Tour was on pre-order for $0.99 for a week before release; I left it at the sale price over the weekend after launch. This resulted in 20 sales across Amazon, iBooks, etc (and there’s still another week left in the month). I also made the first book in the series permafree, which has so far resulted in over 130 downloads across the board. I have several promotions advertising the free first book coming up in September, so I’m optimistic for next month’s sales too.
Post-party, my social media numbers are as follows:
Newsletter: 251 subscribers
Twitter: 1,370 followers
Facebook: 503 likes
VIP Facebook reader group: 93 members
Romance Readers Anonymous: 123 members
Wattpad: 155 followers
Speaking of Wattpad, each of the books I have available there are doing well, too:
So far, all reader feedback has been excellent (with the exception of one message from a reader asking why my books aren’t all free).
My plan was to submit Diving Into Him to be featured once it was complete, but unfortunately Wattpad has closed their featured submissions for the time being due to overwhelm. I’m hoping there will be enough crossover from Sandpaper Fidelity to get the SOF series going.
Today I sent an announcement to all followers letting them know that I’d like to give them free copies in exchange for their honest review on Amazon.
Speaking of reviews, my Amazon reviews are growing too!
CIT1—Crazy Comes in Threes: 0
CIT1.5—”The Santa Pact”: 0
Becoming Natalie: 2 (4.0 average)
Sandpaper Fidelity: 0
Playing for You: 0
The Nanny with the Skull Tattoos: 45 (3.6 average)
SOF1—Diving Into Him: 8 (4.2 average)
SOF2—Savannah’s Song: 1 (5.0 average)
SOF3—What Happens On Tour: 3 (5.0 average)
Sade on the Wall (writing as Kaylene Campbell): 10 (4.5 average)
I had Playing for You in KU for 90 days to no avail; its last day is today and it only got a handful of readthroughs. Tomorrow it’s going wide again and eventually I will be rebranding it as the prequel to the South of Forever series (possibly with a better title).
I have a campaign beginning in September to increase reviews. A reader recently messaged me and posted to my VIP group asking why my books don’t have more reviews, saying she loves them and they should have more. I went so long being too shy to ask and, though I’ve asked my reader group a couple of times, I didn’t get much response. The only thing that’s worked well for me in the past was offering incentives; that and NetGalley was how The Nanny with the Skull Tattoos got to 45 reviews since its re-release in January (previously it had like 10).
Going forward, I plan to keep doing what I’ve been: leveraging my free tools and advertising when I can. When the South of Forever series is complete and I’ve begun my next series, I may pop SOF into KU to see if it does better. (From what I’ve gathered, standalones don’t tend to get much traction in KU.) I’ve been thinking of putting my duology in KU from the get-go, but I’m not sure yet.
Speaking of my duology, the first book, Just One More Minute, comes out sometime in November. (I’m aiming for the 18th but it’s not set in stone just yet.) Then, in January or February, I’ll release the fourth and final book in the SOF series.
As soon as I can afford it, I plan to start listing all of the SOF books on NetGalley, too. Reviews and releases are my main focus right now.
That’s all for now! I’ll try to update here more regularly in the coming months.
For the release of What Happens on Tour (South of Forever, Book 3), I wanted to go hard with Wattpad. Not only have I been posting chapters from Diving Into Him (SOF1) twice a week, but I also have several other works available.
Wattpad has an incredibly large audience that loves to read. And the readers there are dedicated. They will gladly comment on and vote on stories they love. I think Wattpad is a fantastic way to test a concept or to beta a novel. It’s also a great way to bring new readers to a series—whether it’s already selling well or mostly unknown.
Check out author Lindsay Buroker’s posts on leveraging Wattpad:
I’m a little bummed that I didn’t record stats from all of my Wattpad books when I posted my launch plan for SOF3. Things are going really well, though, so I figured I’d do so now, that way I can compare in July, August, and onward.
Right now I have six books on Wattpad. Most of them are excerpts, but Sandpaper Fidelity is available in its entirety. Diving Into Him will be, too.
I’ve had my Wattpad account for a while, but haven’t done much with it before. As of today, I have 85 followers. However, none of my books include a call to action (CTA) to follow me. I’ve rectified that.
Here are the numbers (and some notes) for each book.
Sandpaper Fidelity Length: Complete Currently featured in ChickLit Reads: 17K Votes: 606 Comments: 15
The feedback so far is very good. People really like this book, even though it’s super hard to market because it doesn’t really fit into any particular genre. This was my soap opera-esque serial that I published in bite size pieces back in 2012.
The Nanny with the Skull Tattoos Length: Excerpt (5 chapters) Reads: 4.5K Votes: 80 Comments: 4
Because it’s not the full novel, it likely won’t get featured, so I didn’t even bother submitting. Still, it does pretty well organically—similar to the complete book’s sales across Kindle, iBooks, etc.
Diving Into Him (South of Forever, Book 1) Length: In progress Reads: 75 Votes: 0 Comments: 0
I’m posting a new chapter every Tuesday and Thursday, until the entire book is on Wattpad. Then I’ll submit it to be featured in the Romance category.
Savannah’s Song (South of Forever, Book 2) Length: Excerpt (5 chapters) Reads: 70 Votes: 0 Comments: 0
I don’t have any plans to post the whole book, so it probably won’t get much attention until Diving Into Him is complete.
Playing for You Length: Excerpt (5 chapters) Reads: 34 Votes: 0 Comments: 0
This one is floundering, but it’s an older book. It’s sort of a sequel to the South of Forever series; originally it was a series of six novelettes, but I combined them all into one book to market more easily. It’s not really a romance in the traditional sense, though it is a love story. It’s kind of hard to market and I’m thinking of eventually just branding it as an SOF sequel. Currently the full book is free for Kindle Unlimited readers.
This is another one that initially was a series of shorter books. It was a trilogy of novellas. To make things easier on myself, I combined the three into one standalone. Honestly, I’ve been wondering if this was really a smart move. My concern is, if I go back to separate books, it might confuse people. So it’s basically been relegated to a dark corner of my backlist. It’s ChickLit and pairs really well with a day on the beach. Eventually I may do something with it, to get it more eyeballs in general. Right now, the excerpt on Wattpad is the seven chapters from the first novella.
By far, Sandpaper Fidelity is my most successful. It’s on the dark and gritty side, so I’m surprised that it’s doing so well in ChickLit. But I have no complaints! People really seem to like it, and I’m leveraging it to grow my readership.
I’m sure I’m not using Wattpad to its maximum potential, but I think I’m doing all right!
Do you use Wattpad? Comment and tell me what you’re doing!