How To Split Test Your Book Cover With Facebook Ads

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How good should your book cover be? A straightforward answer would be, as long as it does its job.

But how do you know then? You test it.

Instead of asking your parents, friends and relatives or fellow authors, you want to ask your targeted audience directly. That means, if you’re publishing a science fiction, then make sure you’re asking feedback from science fiction readers than anyone else.

One way of doing that is to split test your covers with Facebook ads.

This is especially useful and appropriate when you’ve two or more cover drafts.

Below I want to share a step-by-step approach of how to do that:

Step 1: Create your campaign by choosing the right objective. I recommend choosing either “Send people to your website” or “Boost your posts”.

For the former, key in the URL of your book sales pages on Amazon or your own website. For the latter, select the right post on your Facebook Page where you had mentioned your covers before.

Step 2: Create your advert set by setting the right audience’s demographic. Select the Location (countries), Age and Gender that you want to target. This is pretty straightforward.

For example, you definitely want to include Spain as one of the locations if you’re publishing a Spanish Kindle book. Similarly, if you’re writing for young adults, then choosing the appropriate age range is important.

Sometimes it’s easy to define your audience because they’re obvious, but sometimes it’s tricky if your audience doesn’t share common attributes.

But don’t worry, that is where Interests comes into play. You could browse the categories and pick the right subcategories, which are the ones you think your audience is interested in.

Here is the thing, Interests allows you to target people who have expressed an interest in OR like Pages related to anything.

Therefore, other than just picking from the list Facebook has provided, you could literally “steal” readers from your competitors. Sounds cool?

Let me explain. Say you’re publishing a marketing handbook for startups, it might be hard to target the right audience just based on the location, age and gender alone. After all, anyone at any age from anywhere could start a business!

Here is what you could do then. Write down a list of authors and experts in the field who are well known for what you write, in this case, it’s marketing.

Anyone who has a bit of sense about marketing knows who is Jay Abraham or Seth Godin. These gurus are huge brands! They’re famous, established and well known for what they’re doing in the circle you want to target.

Guess what? They all have their own Pages!

By entering their names into the Interests column, you’re now telling Facebook to display your ads in front of these people, who have liked Jay’s or Seth’s Pages, likely to be fans of them, and more importantly, are interested in marketing, business and entrepreneurship. Do you think they will be more interested in hearing your book? You better think so.

The more you know your audience, the easier you’re able to hunt them down by playing these settings, so do make sure you do your homework.

Step 3: Set your advertising budget. For beginners, start small with your daily and total advertising budget to get a hang of it first. You could also set the start date and run the campaign for a period of time than infinitely.

Step 4: Create your adverts with different covers. Remember, each cover is an ad. If you only have two covers to test, then you only need two ads. The good news is, Facebook has made it easy for you. You don’t have to create the ads one by one.

You only have to upload your different covers as images and fill in the rest (Headline, Text and Call-to-action Button) to make them complete. Then Facebook will automatically create and add a different advert for each image.

Make sure you make the call-to-action straight to the point. This is not a promo for your book so be clear about it. Write something simple, like “Do you like this cover? Click to show your love!” You get the idea.

As for where to place your Facebook ad, only turn on Desktop News Feed (requires a Page) and Mobile News Feed and turn off Right Column and Audience Network.

Step 5: Review and place order. That is it! You’ve created a campaign successfully! Now let it run for a few days before collecting the data and picking the winner cover!

Your Turn

Do you test your book covers?

How do you get feedback on your book covers?

Leave a comment letting me know that!

Plus — Do me a quick favour: if you know someone who want their book covers to sell, forward this on to them.

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