Advertising: why I’m going with cost-per-impression rather than cost-per-click … but am I being stupid?
I’ve got two online ad campaigns running. One is based on cost-per-clicks (how many times someone clicks on it and goes to my site) the other is a cost-per-impression (how many times it appears on computer screens across the US). Both are targeted to specific demographics.
The cost-per-click ad is getting a higher click-rate-per-impression than the impression ad, and my first response was: “Awesome! They’re going to my site!” And my first instinct was — that when I suspend one of the campaigns, because I can’t afford to keep them both running indefinitely — to keep going with the cost-per-click model.
But then I realized the other ad is getting almost triple the number of impressions for the same price, and so I’m going to go with that one, instead.
Clicks are awesome, but I’ve realized that my book-buying patterns aren’t really all that impulsive (and will probably become less so as my belt tightens in this economy). Instead, I’m worn down by repeated mentions of a series or an author’s name, so that when I’m at an online bookstore or a brick-and-mortar, I’ll pick up a copy and look it over because, “Oh, yeah, there’s the one I’ve been hearing about.”
And all other things being equal (covers, titles) I will pick up the book that is familiar in some way, even if I’ve never read the author before.
But maybe I’m not a typical buying model? Of the past ten books by new-to-you authors that you bought, did you buy more books impulsively (not knowing anything about them, but liking either the description of the books or the cover) or did you buy it after hearing/seeing the author’s name at least a few times?
I will be fascinated to see the answers you get. The rule of thumb in the world of advertising is that it is cumulative. So you’re right in your instinct that you are being ‘worn down’ toward a purchase. And truly, that’s how I buy books, too.
They get on my radar through various means, then I remember them and am more likely to pay attention to the reviews I see, and then a tipping point comes when somebody I trust says something good about it, but that tends to tip me only when I feel familiar with the book. And then it goes on a list and I buy in a batch when I feel flush. But I think it also works for me that I think, hey, I need to get that book, and then ads like yours remind me.
Your ad is wasted on me, though. You are #1 my list to buy already.
Name recognition for me–preferably positive, obviously, but name recognition alone will make me pick up a book and check it out.
I think you’re making the right choice.
I do both–buying on impulse based on a cover or book blurb, but a lot of the time it is because I’ve seen the author’s name somewhere else–no matter how fleeting, the recognition is important.
Name recognition, especially coupled with a recommendation from a friend. Since I do mini-reviews on my blog every week, I have a nice give and take of recommendations going.
I discovered you via your short story in First Blood, then expanded to reading your novels. I’d picked up Demon Angel at the library before, but the cover art had scared me away…
I agree, the impressions will reach more people, and unless your site is exceptionally persuasive at getting people to read your books, cost per click is probably not going to be as effective.
I’ll pick up a book by a new to me author if the cover catches my eye, if the blurb on the back is interesting and when I open it up if the writing hooks me. :bmww:
Pretty much all the books I’ve picked up lately (either library or book store) are completely new to me ‘blind’ reads. I picked them because of title, cover art, blurb, read an excerpt.
Wor-of-mouth and/or reviews are never enough, those other things I’ve mentioned still factor into my decision, *especially* the excerpt/writing sample. If the writing doesn’t work for me, all bets are off.
If something sounds familiar, I will take a closer look to jog my memory, but I might’ve picked it up anyway if the title/cover art caught my eye. Sort of 6 of one, half a dozen of the other.
I still buy books impulsely (base on cover, blurb only), but it just occurs alot less than when I first started to read romance.
Nowadays I tell myself to try a new author from the library first for the sake of my bank account, but hey, impulse buying will never stop. It’s depends on my mood most of the time. If I’m itchy for a new read and the blurb and cover works for me, buy.
Btw, I’ve read ‘Thicker than Blood’, and I really love Jack! Thanks for the book.
I think that *is* typical, that hearing an author’s name or series hook can eventually hook me — ’specially if my TBR pile is getting low…
Since I started blogging about a year ago though, I’m at no loss for new authors or books to try out.
I rarely pick anything up unknown at the library — they just aren’t set up very well for browsing any more, IMO.
Cover art is one way to hook me (or repel me!), then the premise described in the blurb. I think I’m influenced too by the number of copies stacked up in the store — wow, they must think it’s REALLY good if they bought 20 copies of it! Maybe I’ll try it!
And somewhat less reliably, if a favorite author has offered a cover blurb, that might also catch my eye. Tho I get burned on that as often as not.
Carolyn Jean — that seems to be the way I am, too. It’s not that I don’t have impulsive buys … but I typically buy after hearing about a book at least a couple of times.
Azteclady and Thea — yep yep. And I read somewhere that it takes at least three times before a name/brand sinks in.
Chris — oh, good! I’m so glad you enjoyed it! Anthologies are almost the same idea, I think. Not to sell the stories short, because some stories need to be told and they don’t fit a full-length format — but it plays on the same idea that the buyer is actually picking it up for the big names, and the little names just hope their work sinks into your subconscious
It all sounds very cynical, because when I write a novella I don’t think: “Oooh, now I will get new readers.” But I can’t ignore that most people won’t be picking up the anthology for my work, and have to make sure the story fits that audience. I’m very glad it did
JC — that is my thinking, as well. I really doubt that many people click through then head straight to Amazon. They might, but more likely they will click through, look at the book descriptions, maybe read an excerpt, think about it … and then maybe pick up a copy on their next trip to the bookstore. Or maybe it’ll go on their wish list.
Leilani — Cover and back blurb are definitely very, very powerful parts of advertising. Demon Angel, for example — I’ve had some people tell me they picked it up because of the cover, others that were turned off by the cover. More turned off than on, I think — and that’s why the change in the look of the series with Demon Night.
And those first pages have to have great writing and hook. Which is, of course, the hardest part
Jaq — I do find that I’ve gotten a little more careful about reading excerpts. It didn’t used to be that way, and I still do buy favorite authors without reading the excerpt … but for a new-to-me author, it has become a must.
Which is why (this is for all the authors out there) you NEED TO HAVE AN EXCERPT UP ON YOUR SITE! The longer it is, the better. If it’s a full-length title, please have at least a chapter up.
Fancy — Yay! I’m glad you liked it
I wonder if most people buy that way — become more careful and discriminating the longer they read in the genre. I don’t really count, because when I was a kid I’d read anything that said “Harlequin” on the front … but I think once you get hooked on something it’s natural to go on a kind of indiscriminate glom … and then after a bunch of clunkers, become more careful.
Nicola — cover blurbs can be hard, because the author you love might have very different reading tastes. The way I use author blurbs is mostly to place the style of the new author … if Christine Feehan blurbs something, I know it’s probably going to be a paranormal. If Eloisa James does, I feel they’re going for the character-based historical slot, and it’ll probably be on the intellectual-clever side rather than slapsticky-humor.
Bookstore displays play an enormous part in getting people to pick up books — so much that publishers put out tons of cash to get their books in the right spot. So you definitely aren’t far off on that! They do want you to think, “wow, so many books, everyone must want one … I must have one!”
I haven’t been placed up there yet
I buy by author name 99.9% of the time, but I will pick up a book because of a cool cover. If I like the blurb and the voice (I read the first couple of pages.), then I buy it.
Being a marketing professional I get overwhelemed by vendors trying to sell me click vs. impressions – I can’t tell you which one works better for everyone but I can tell you a survey on my site gave me this information. People are hesitant to click but do look at the ads. WHY? most people don’t click becausethey worry that they aren’t legit and will download something nasty. Most visitors saw an ad then Googled for more information.
Pesonally as an avid reader and a huge internet user I never click through to a website. I do however note online ads – they generate about 50% of my buying, I will see the ad check out the information at an online booksite or even the authors website and then I order it or go to the local bookstore.
I say if you are going to advertise do impressions not click. Make sure the image has one of those amazing covers of yours — that is what draws the eye.
MarnieColette — you know, until last night when I was talking with my sister, I hadn’t thought about the “clicking fear” at all. But it’s true … I almost never click on anything that I’m unsure about, because I’m afraid that I’ll get a) a porn site, b) download something virus-y, c) some other nasty thing.
For Facebook, I’ve gotten about 100 clicks in four/five days, which I honestly consider pretty freaking amazing (because I assume most of that is new traffic). It’s going to be difficult to judge if there’s an overall rise in traffic aside from those clicks because I’m running this contest (which will generate more traffic anyway.) I might try to run an ad later in the year during a quiet blog/no release time to get a sense of the impact on site traffic.
And I definitely put the images from the last two single title covers, lol. If the marketing dept at Berkley is convinced that a good-looking dude works, then I’m not going to argue :joker:
I tend to be ad-blind, but if one does catch my eye, this is what I most often do:
“Most visitors saw an ad then Googled for more information.”
I suppose that
a) Makes repeated impressions even more important, as I might not notice your ad until I see it for the 20th time
b) Makes buying cost-per-click ads cheaper, as some people look but don’t click
c) Must be kind of annoying to those doing the advertising.
:bmww: