With BookBub Ads, authors and publishers can promote any book to BookBub’s millions of power readers at any time. While this is a valuable audience of book buyers to begin with, BookBub Ads’ targeting options let advertisers refine their audience even further.
There are four targeting options available: author interest, category interest, retailer preference, and region. You can use any combination of these on a single campaign. But how can you best use these targeting options to reach the right audience for your marketing goals — and make the most of your ad spend?
Here are seven ideas for targeting readers using BookBub Ads:
1. Target readers interested in the promoted book’s author
Target readers interested in the author of the book you’re promoting to reach a narrow, relevant audience. When you target an author on BookBub Ads, the audience will include any BookBub reader who has engaged with that author by following them on BookBub, clicking on a previous Featured Deal by that author, bookmarking their books, or otherwise expressing interest in the author. To target an author, simply enter the author’s name in the “Refine by Author” section of the Ads creator.
2. Authors, target yourself to retarget readers who clicked on a Featured Deal
By including your own name in the “Refine by Author” section, you’ll reach readers who have explicitly expressed interest in your books. If you’ve ever run a BookBub Featured Deal, you’ll reach readers who clicked on that deal, which can be a great way to move them forward in your series or tell them about a new release. For example, if you ran a Featured Deal for a first-in-series book, you can promote its sequel via BookBub Ads to readers who clicked on the Featured Deal.
Note: This targeting will also include readers who previously expressed interest in the author on BookBub, not only those who clicked on the Featured Deal.
3. Target readers interested in similar authors
Targeting readers interested in authors who write similar books to the one you’re promoting will allow you to reach a larger audience while still focusing on those readers most likely to be interested in your ad. To do so, just enter as many comp author names as you’d like in the “Refine By Author” section.
You can get ideas for authors to include by looking at the “Also Bought” section of a book or author’s retailer pages. Scroll through the pages to compile a list of authors who’ve written similar books.
You can also navigate to an author’s Amazon page and look for the “Customers Also Bought Items By” section in the sidebar:
4. Target readers interested in popular genre authors
Target readers interested in authors with books that are currently popular in the same sub-genre as the book you’re promoting. If you can get these books’ readers to buy the book you’re promoting, you increase your chances of being featured in these trending books’ “Also Bought” sections. Since these pages get more traffic, that’s great visibility for your book!
Simply look at the retailers’ sub-genre bestseller lists to see which books are popular now and target those authors:
5. Target by category interest
Targeting readers who expressed interest in a specific book category when they signed up for BookBub will allow you to reach a much larger audience than author targeting alone. Keep in mind that reaching a broader audience can lead to lower engagement rates, but it will help you increase visibility for a book by reaching a higher volume of readers.
Note: By combining category targeting with author targeting, you will only reach readers who have expressed interest in at least one of the categories and at least one of the authors you specify.
6. Target by retailer preference
If you want your ad to link directly to a book’s retailer product page, which is an effective way to maximize sales for your campaign, you can create a separate ad for each retailer. This way, you’ll direct readers to their preferred retailer, reducing the number of clicks required to purchase the book.
When creating an ad for the first retailer you’d like to target, enter a retailer-specific URL in the “Click-through URL” field:
Next, in the “Targeting” section, select this retailer in each region where it’s available. (Note that some retailers have different URLs for readers in different regions; be careful to only target readers who can use the URL you chose above.)
Once you create this ad, you can click the copy icon on the Ads home screen to easily replicate this ad for additional retailers.
7. Target by region
Targeting by regions lets you reach readers who live in specific countries. This is particularly useful if the book you’re promoting is only available in certain regions. You can also create separate ads for each region to allocate more of your budget to a particular one. For example, you may want to allocate more of your budget to readers in the US than readers outside the US.
Do you have more ideas for how to use BookBub Ads’ targeting options to reach relevant readers? Let us know in the comments below!
Want to share this post? Here are ready-made tweets:
Click to tweet: 7 Ways to Target Readers Using BookBub Ads – http://bit.ly/2ek0NKv by @DianaUrban at @BookBubPartners #pubtip #writetip
Click to tweet: #Authors: Did you know that @BookBub Ads lets you retarget readers who clicked your Featured Deal? More tips here! http://bit.ly/2ek0NKv