Erica Verrillo has written seven books and published five. She doesn't know why anyone with an ounce of self-preservation would ever want to publish. But, if you insist on selling your soul to the devil, learn how to do it right: marketing, literary agents, book promotion, editing, pitching your book, how to get reviews, and ... most important of all ... everything she did wrong.
In the interests of protecting the right to free speech, she did not vote for Trump.
Whenever you do a Google search, you
will notice the top and bottom entries are ads. Google Adwords, an
advertising tool created by Google, allows anybody to post an ad –
for a price. The price is determined by how much you are willing to
pay for someone to click on your ad. This is known as pay-per-click
advertising, and is Google's
source of revenue.
It's ingenious, really, when you think
about it. Advertisers are willing to take a gamble that people who
click on their ad are interested enough to purchase a product. And,
even if they don't click, thousands of people have at least seen the ad. All the better if it includes an eye-catching picture.
When Hostmonster offered me a free $100
of Adwords for my new website (which was doubled by joining
Linkedin), I jumped at the chance. I called Google Adwords, and an
obliging representative posted several attractive ads for my book. A
few days later, another helpful representative called and, for an
hour and a half, tutored me in all the details of how to track my
campaign – daily budget, click-through rate (CTR, the percentage of
people clicking after viewing your ad), the success of differently
phrased ads, keywords, and many more sources of statistics.
It was complicated. It was taxing. And
it was a completely inefficient way to market a book.
Time for some stats. My CTR
(click-through rate) was .02%, which means that of the 200,000 times
my ad appeared on Google, only twenty people clicked on it. Even
Google admitted that this was an abysmal CTR. Nonetheless, I
persisted. Twenty people was still twenty people after all. However,
when I looked at my Google Analytics stats, I found a 50% bounce
rate. That meant that of the twenty people actually visiting the
site, half of them left immediately. Only ten people stayed long
enough to read anything. Of those ten, one bought the book.
I was delighted that one person had
bought my book. But, if I had paid for those ads, it would have cost
me $200 to sell a book worth $2.99 (of which I made $2.10). By
anybody's reckoning that's a waste of money. In fact, unless you sell
a product that costs over $200, it would be a waste of money for
anyone to use Google Adwords. Most ads receive an average of
200 clicks before someone actually purchases a product. (Which means
I was actually doing well with my one sale.)
So, why would any sane writer want to
promote a book on Google Adwords? Provided you don't pay for it,
Google Adwords is an excellent way of judging which buzz words the
public will respond to. (As it turned out, the ad that got the most
clicks was the only one I had written myself.) Knowing what the
public will respond to is quite important when you are writing your
press release, query letters, and for all your promotional
This page will help you to find
keywords that are high, medium and low competition. (Your competition
determines how much you will pay for clicks. The lower the
competition, the less you pay.) But, here's the “beauty part.”
This page tells you how many people searched those key words globally
and locally. The more people who search on a given keyword or phrase,
the more worth it has as a promotional tool. (But examine those
keywords carefully; some are too vague to be useful.)
You can also use this tool to name a
website, or a blog – or even a book!