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Advertising Statistics and ROI for Authors: Part 4 by Patrick “Bahumat” Rochefort

 

[Part 1] [Part 2] [Part 3]

 

This week, we’re once again looking at major advertising channels I’ve used in promotion of my webserial “From Winter’s Ashes“, and analyzing them one by one for the ROI and needs of an author and publisher. Today’s focus is one of a kind, with 316 million active users, Twitter!  

The first thing out of the gate that I REALLY liked about advertising with Twitter was the very comprehensible targeting. Of course you had your usual demographics analysis, but there was some spectacular other options, like: “Advertise to your followers” and “Advertise to the followers of the people you list here”, the latter option was FANTASTIC for targeting. If you know the twitter handles of, say, five or ten authors who write things like you do, targeting their followers means that you’re probably planting on fertile ground.

The next thing that I liked was that Twitter encouraged you to have more than one tweet as an advertisement. If you want a great experiment in honing your pitches to 140 characters and below, this is a fantastic exercise. I created four tweets that advertised the story, and saw some very different response rates from each of them, which I’ll detail further down this article.

  We’ll begin this week with the raw statistics, this time provided in a big beautiful infographic here: http://i.imgur.com/0W9Abfz.png   Budget: $35.00   Days: 7 ($5.00/day)   Impressions: 43,800   Clicks: 27 / 92* –> 27 clicks directly through to site. Retweets, favorites, or clicking on the “WebCard” of From Winter’s Ashes resulted in upping that total to 92 interactions.   CTR: 0.06% / Engagement Rate: 0.22%   CPC: $1.30  

Analysis:    

Overall, $35.00 bought me 43.8k impressions, with (27/92)* clicks. Why the asterisk? 27 of those clicks were directly to the site, while the total of 92 included people who went to my Twitter, clicked on the website card, favorited, or retweeted. Twitter does some pretty good granularity that way, but they don’t always explain it well.

Overall click-through rate: 0.06%. Devastatingly low. This is one-fifth the rate that Reddit offered me. On the upside, I served a lot of impressions, but overall it’s clear that on Twitter, people generally don’t want to click ads, even less so than they want to on other sites.

Engagement rate: 0.22%. Not terrible, here, when we factor in people engaging with the tweet or otherwise interacting with it. As we’ve covered in prior entries, 0.2-0.4% is the average you’ll find most non-targeted advertisement fall into. The fact though that this was targeted advertisement, is another black mark on Twitter for adverts.

And finally, our almighty Cost-per-click: $1.30. Pricey. I’m paying Facebook cost-per-clicks for a response rate that’s considerably lower. The impression rate is pretty awesome, which is nice for building brand awareness, but overall if people aren’t clicking, they aren’t buying.

I wouldn’t use Twitter again unless my goal was new brand establishment, or to bring in a wave of new eyes and awareness on a story product.

 

By the tweet:

So this was a part of Twitter advertising that was really, really valuable for me. Finding out which tweet I wrote had the most engagement, and drew the most interested eyes to the story.

My top performer, at 0.25% engagement rate: “Does the necromancer who butchered her husband and son deserve a Detective’s justice, or a mother’s revenge?”

In retrospect, it’s an obvious choice. It’s powerful, engaging, leaves the reader with a compelling question, and people clicked through a little more there than any other one. As a result, I’ve included the line in other marketing and synopsis of the story since.

Tied for 2nd place, at 0.22%:

“Heather Blackthorne once hunted down necromancers, until one hunted down her family. Now he’s come hunting for far more.”
“From Winter’s Ashes – A Detective with nothing left to lose, against a Necromancer with the world to gain.”

And my last-place finisher, in 4th, at 0.19%:

“In a world where everyone possesses magic, a Detective seeks justice on the Necromancer that butchered her family.”

 

 

In conclusion:

Twitter, at this expense level per engagement, is probably prohibitively expensive for a webserial’s conversion rates. The ability to finely target other authors followers is very nice, but is countered by the fact that Twitter users are particularly ill-inclined to engage with advertisement there.

The only uses Twitter will have for a webserial’s and publishers economics may be starting up a new brand/story, getting people interested in a new book or e-book release, and generally getting your brand name out there. If so, I would recommend including your name in the tweet, so that even if the title doesn’t stick, your name hopefully does.

I won’t use Twitter again for From Winter’s Ashes, I think, but if nothing else, the $35.00 spent was valuable to see, in stark statistical payout, what one-line summaries of the story were more effective at hooking people.

My proposition is this. My boy scout scout master and some teachers like to go over life tips or how to better your life in a way it's not sucky. I was wondering whether you all would like it if I posted stuff similar to that. Kind of a mixture of a PSA to help others and food for thought. We would go over stuff like family, friendship, confidence, memories etc.

The reason why I'm doing this is because I want to try to help you furs that want help in some "social concepts" for lack of a better term. Basically, it would life tips and some food for thought whose purpose is to make your life better in some way

What do you fuzzies think?

submitted by topaz_colite
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submitted by Verok_the_Dragon
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submitted by Necrosquelch
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AND WHO WANTS SSSOOOOOME.
'Cause, like, I'm drawing you guys free pics and stuff right now to practice. I'll try my best to do as many requests as possible over the next few days.
So give me your pictures / descriptions and let me work my art all over it. They are half body shots so get moving!

Edit: I think it's time to close off any more requests. Sorry if you didn't get here in time! I'll do the pictures I have for now and post an album (with your permission) at the end of the week.

submitted by AwsmMushroom
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Slightly NSFW: Artistic nudity, non-pornographic. I don't really show anything yet anyway, it's like TV nudity.

Link: www.picarto.tv/essjayc

Come watch me finish my quick read drawing of my comic. I'm drawing a rather close scene with the two main characters of my comic, and I'm really excited because of how complicated it is. It needs to be intimate in a friendship way, but also SLIGHTLY an affectionate way, but also without adding huge sexual overtones. It's going to be very hard, but it will be a great practice in conveying emotion correctly through my comic, and perhaps my art overall! :)

Come watch, I'm lonely.

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Have you fuzzbutts already gotten the game on your paws, or do you live in the us and have to wait a bit more? How do you like the game and any features you want in it? Keep it spoiler free guys and galls :3

submitted by Yuppie2
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submitted by TwistTheCat
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Hello fuzzbutts! We are starting a furry DCS Squadron! It is called FDF, or Furries Do Fly!

We are just looking for people to join, so even if you are just toying with the idea, here is a sign-up form!

We have a couple custom aircraft skins already made. You can see them here! Skins are made by myself and /u/krasniye!

Feel free to talk to us on teamspeak! The people to talk to are myself, Dueteg, Krasniye, or TheFurNinja.

The address is: GamingWithPaws.com

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submitted by SirisTheDragon
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Hello! Am Niko a scholarly Blue purple cat currently at the modern high school of magic sits down on a random couch so what do all y'all fuzzbutts wanna ask

submitted by Niko_Azure
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submitted by potatogriff
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submitted by SoManyKitsunes
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Ive learned in college that TV is a nice way to relax and kill time. Ive already finished rick and morty and we bare bears. (Please watch we bare bears if you haven't! So good :3) Any way, do you guys have any good animated shows you would recommend to a friend? Thanks!

submitted by mulligantheotter
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