Marketing Tip: Are Your Ads Getting Results? Learn Key Metrics to Boost Performance
If you’ve been running ads but aren’t sure if they’re doing their job, you’re not alone. Many authors assume their ads should do all the heavy lifting, like directly selling books or skyrocketing subscriber numbers. But that myth can lead to wasted budget and frustration. Let’s break it down so you can evaluate your ads like a pro and make adjustments that actually pay off.
What’s the Real Job of an Ad?
Think of ads as a bridge. Their sole purpose is to guide potential readers, customers, or subscribers from where they are (Point A) to where you want them to be (Point B). Point A could be Facebook, Amazon, or even an email inbox. Point B is, ideally, your landing page, product page, or storefront.
An ad’s role is not to close the sale. Its job is simply to grab attention and get people to click through. After that, it’s all about what they see on your landing page. Does your blurb align with the ad? Is your cover captivating? Is the page user-friendly? If the handoff between your ad and landing page is sloppy or inconsistent, conversions will tank—even if your ad is doing everything right.
Here’s the takeaway: your ad sets the stage, but your product page seals the deal.
Key Metrics That Show Your Ads Are Working
Metrics don’t have to feel like a foreign language. Focus on three key measurements:
1. Cost Per Click (CPC)
CPC tells you what it costs for someone to click your ad. High CPCs could mean your targeting is off, or your creative (image, headline, etc.) isn’t resonating. Low CPCs usually show that your ad is engaging and appealing to the right audience.
2. Click-Through Rate (CTR)
CTR measures the percentage of people who saw the ad and decided to click. A high CTR means your ad is catching attention and prompting action. If your CTR is low, think about whether your headline, image, or copy are compelling enough.
3. Conversion Rate
While conversions mostly happen on the landing page, an ad that’s driving irrelevant traffic isn’t doing its job. Track conversions to ensure your message and targeting are dialed in.
When these three metrics work together, you’ll find the sweet spot for ad performance.
Aligning Your Ad and Landing Page
Consistency is key. Your ad and landing page need to mirror each other in tone, visuals, and messaging. If they feel disconnected, visitors will bounce before even considering your offer.
- Match the blurb: If your ad teases a book blurb, ensure the same text appears on your landing page.
- Keep the visuals consistent: Use the same book cover, font style, and branding across your ad and page.
- Show reviews: Add social proof on your page to build credibility and show prospective readers why others loved your book.
It’s all about building trust and making the transition from ad to page as seamless as possible.
Pro tip: Avoid adding inappropriate or controversial language in excerpts. Ads and platforms often flag or disapprove content containing profanity or edgy terms. Keep it clean to avoid unnecessary roadblocks.
Are You Giving Your Ads Enough Time?
Patience with ads is critical, and let’s face it, it’s also one of the hardest parts. All too often, we launch ads and expect immediate results. But the truth? Ads take time to show reliable data. Here’s why waiting pays off:
- “Learning phase” matters: Ads need time to optimize. Changes in targeting, creatives, or budget reset the learning phase, which means the system needs time to recalibrate.
- Give promotions time to work: If you’re running a sale or special event, coordinate your ads. But don’t expect miracles from a single-day promotion. Give people a window to discover, click, and buy.
- Back-end metrics take a while: For authors running a book series, most of your revenue comes from Book 2, Book 3, and so on. Ads for Book 1 might feel like they aren’t profitable, but you’ll see the payoff over time as readers progress through the series.
The bottom line? Don’t cut ads too soon. Time improves targeting, allows for organic growth, and lets the full picture emerge.
Is It Really the Ad’s Fault?
When ads “fail,” the problem isn’t always the ad itself. Ask these critical questions:
- Is my product ready? If your book blurb is confusing or your cover misrepresents the genre, even the best ads will flop.
- Does my landing page deliver? A poorly designed page or lack of clarity will sabotage the reader’s journey.
- Am I attracting the right audience? If your ad doesn’t “speak” to its target, the clicks you get won’t convert.
Remember: ads can’t sell what isn’t well-presented. They’ll bring traffic, but the product has to close the deal.
Tips for Success Moving Forward
To maximize your ad spend and stay sane during the process:
- Be patient: Treat ads as a long-term investment, especially if you’re marketing a series or multiple products.
- Test first: Dedicate the first few weeks of any campaign to testing audiences and creatives. Don’t rush for results yet.
- Focus on what you can control: Whether it’s your landing page, product, or targeting, make sure you’re setting your ads up for success.
If you’re feeling uncertain, we offer a free 7-day challenge to help you determine if your book, cover, and overall marketing are ready to go. Preparing before spending money on ads can save you a fortune and a lot of frustration.
Conclusion
At the end of the day, ads are just one tool in your marketing playbook. They’re the signpost, not the whole road. The real magic happens when you align great ads with a great product.
Got more questions? Join our free Facebook group or check out additional resources to level up your marketing game. Don’t forget to share this post with fellow authors—it’s always better to succeed together!
Happy marketing, and may your ads bring in the clicks you deserve!