It’s not an uncommon situation to run into when you start advertising books on Facebook that you get a lot of clicks but no sales. The hard part, though, is getting those clicks to turn into sales. And if that doesn’t happen, how you can fix it?
There can be dozens of reasons why people might click on your ads but not buy. Most of the time, it’ll be a combination of several of these:
- Your cover is not right;
- Your blurb doesn’t grab the attention of the readers;
- Your book doesn’t have enough social validation (i.e. reviews);
- Your price is too high;
- You’re not advertising to the right people/demographics;
- Your Amazon page doesn’t reflect the promise of your ad.
You’ll notice that all these things are not unique to Facebook ads: they’ll negatively impact the performance of any marketing you do for your book. What happens with Facebook, however, is that it magnifies these issues. And it does so because…
Facebook optimizes for clicks
If you run ads straight to your retailer pages (e.g. Amazon page), which is what most authors do, you can only run Traffic campaigns — that is, campaigns aimed at getting your ads the highest number of clicks
This is what we call “optimizing for clicks”, and in simpler words, it means the only thing Facebook will focus on is getting lots of clicks on your ads, at the lowest cost. For that, Facebook will identify the people, within your target audience, who are most likely to click on your ad. But here’s the catch: these aren’t necessarily the people most likely to buy.
In a nutshell, that’s why, if you run into any of the issues above, you’ll get a lot of clicks and no sales. And even when everything looks right on paper, some books just don’t convert Facebook ads traffic into sales very well.
Hat tip – Reedsy.com
Some of you might find this free guide to marketing from Book Marketing Tools useful. You can download it here.