I like audiences to be between 20,000 and 50,000. Any larger than that, and you’re unlikely to learn much from the performance of any single audience. When faced with a larger audience size, I like to break it up into multiple smaller segments and split them up by seniority or geography. This allows me to measure the differences in engagement based on facets that help me better craft meaningful messages and content.
LinkedIn bidding formula
- Always begin advertising using CPC with bids within the recommended range.
- Observe the click-through rate and take the following actions:
- CTR below .35 percent — The ads are poor performers, and you’ll need to try launching new ads until you get above that level.
- CTR between .35 and 1 percent — Your ads are doing great. If your goal is efficiency, lower your bids until the campaign barely spends your daily budget. If your goal is scale, bid up slowly until you get the amount of traffic you want.
- CTR above 1 percent — The ads are real performers. Change your bid type to CPM and bid high (If you don’t bid high, your ads will fall to the second position, where CTRs are appreciably lower and will nullify the benefit of CPM bidding). Remember to watch performance on these closely, as the audience will tire of the ad eventually, and your CTRs will drop (usually between one to three weeks), and you’ll need to refresh your creative to keep your performance up.
Use a combination of the following types of posts to get started book marketing on Facebook:
– Motivational posts
– Book trailers
– Questions of the day
– Blog posts
– Book snippets
– Posts providing value
– Book review snippets
– Publicity you’ve received
– Upcoming events