The other day, David Gaughran had a most excellent blog post 'How to Advertise and Sell More Books' by guest poster Nicholas Erik.
Now, there's a lot of math in there, but most of it is useful - even if you're not mathematically inclined and your brain glazes over. If your brain is glazing over, scan past that and read the non-math. The part on Back Matter is particularly useful. As in 'lightbulb over the head moment' useful.
And it all makes total sense. Which makes me feel like a derp. But derp is fixable. I'll be spending some quality time this weekend fixing all my back matter. I only wish I'd thought of this when my series books were shiny and new. Not sure how much good it'll do after the fact, but it can't hurt.
It's gotta help when I do advertising.
Go back to the math parts when your brain is less glazy. Seriously. Knowing how effective your advertising efforts are can help when you're thinking about what kinds of marketing to do next. Which is where I'm at.
Now, I don't do the whole 'cost per download' thing. I look at the bigger picture - the ad cost me $X and I got $Y in sales. Y minus X = ROI (return on investment). If the ROI is positive, then it was a good ad. If it was negative, then it wasn't. The higher the ROI, the more effective the ad.
For instance, the ENT ad I placed for DE back in July netted me $92.19. I spent $45 on that ad. Making the profit on that ad $47.19*. That makes an ENT ad way more effective than say, a Bargain Booksy ad which cost me $55 and only netted me $11.83. Making the loss $43.17.
You don't need to be a rocket scientist to see that's a bad investment.
Anyway, there's still a lot more I can do. And I'm working on it. Having some big outgo coming up, though, is putting a crimp in my budget, so we'll see how much I can do over the rest of this year. I haven't done squat for marketing this month and I'm seeing squat for sales. Just as actions have consequences, so do inactions.
I hope this helps. I really hope reading that article helps. :fingers crossed:
*Imagine how much better that could've been if I'd had the right back matter. Ugh. I'd like to kick myself.