Content is king, but marketing is queen, and runs the household.
Gary Vaynerchuk
If you're a newcomer to book marketing, you've probably already come across CPM and CPC advertising.
The problem is which is best?
And
What's the difference?
CPM (Cost Per Impression)
You tell the advertiser how much you want to pay per 1,000 impressions.
One ad equals one ad appearance.
CPC (Cost Per Click)
You pay for the amount of clicks per ad.
Paying for readers who actually engage with your advert.
What Does All of That Mean?
It boils down to strategy, and how competitive your advert is compared to other advertisers. Think of it this way:
- CPM is often used for exposure.
- CPC is used to manage advertising costs and usually brings a good ROI (Return on Investment).
When Should I Use CPC Ads?
Like I mentioned above, CPC ads allow the advertiser to be more cost-effective, and involve less risk than CPM bidding.
When Should I Use CPM Ads?
CPM ads are good for visibility, which doesn't always net any clicks, which means no purchases of your book.
Best Advertising Strategy on a Small Budget
If you want to boost your book sales then CPC is the advertising model you need to use. Plus you're catching the readers you want to read your books. It's best to run test ads every now again so that you're ready to change over when your campaign starts to tire.
Why Ad Testing is Really Important
Before you run any lengthy advertising campaign you must test out your ad and target audience. A simple test for one day can tell you whether or not you're hitting the mark, and some simple maths will tell you how much your new campaign is going to cost.
It also pays to do your research beforehand, and see what other like-minded authors are doing with their campaigns and how they're getting results. You can learn a lot from someone else, and save yourself a lot of money if you think things through before you jump straight in.
Short campaigns, spending no more than $5-$10 to test out your image and audience to see if you're going to net the results you need to make money from your books.
Why Book Marketers Prefer CPC Advertising
Finding the right bidding style that works for you is half the battle, otherwise you end up falling into the trap of paying out for minimal clicks with few purchases of your books. Which you don't want.
Think about your bottom line, what do you need to do to advertise economically and make the most money?
Let's take a look at why you should choose CPC Bidding.
CPC Bidding Lowers Your Risk
Whenever you're putting your own money into something, especially when it's a business, you want to get the most out of it, and make sure people are buying your books.
With CPC bidding, as I said in the above paragraph, you can spend less money, test an advert and target your audience without worrying that you're wasting money. Often it's best to aim at the higher end of bidding auctions to ensure you get the most out of clicks.
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