How Simple Changes in Your Book Ads Can Slash Costs and Boost Clicks

Behind the scenes of a multi-channel book campaign. How small tweaks can lead to big results

Recently, here at Writem, we ran a five-day multi-channel burst marketing campaign for a client. As is often the case with promotions, the results were a mixed bag, some strategies performed well, while others fell short.

Knowing which ad elements truly drive engagement and conversions can save you money and boost your campaign’s return on investment. In this series, we’ll dissect each component of the campaign using real data, providing you with practical insights to improve your own marketing efforts.

The Ad Set-Up

• The novel - the first in a series (of fifteen)

• Genre - crime / police procedural

• Target promo region - UK

• Target interests - crime, thriller, reading

• Daily ad spend - £15

• Campaign type - lead generation (i.e. capturing potential readers’ contact details to build an email list for pre-launch engagement)

• Asset type - static and video

The series promises a gripping, gritty take on British crime, blending complex characters with atmospheric settings.

Our primary goal was to generate leads for pre-orders of the first book in a fifteen-book crime series. The key performance indicators (KPIs) were cost per click (CPC), reach, and click-through rate (CTR).

We allocated budget dynamically based on early performance to maximise clicks and reduce wasted spend.

Asset Design

• Clear statement on the product - whether static or video, all visual assets included a book image

• Setting - both a realistic home setting and artistic renders

• Colour - variants of the same image with different colour text

• Messaging - variants of the same image with different text

These variations were designed to test which visual and textual cues best captured audience attention and aligned with their interests in crime thrillers.

Successful Static Images