Page 95 - Book Funnels & Amazon Ads

CAMPAIGN OPTIMIZATION
This perceived loss could result in you underfunding your campaign as opposed to feeding it more. Long story short, if you want to maximize the return on your book funnel, make sure you have a mechanism for tracking leads and make sure the book itself is a great lead magnet.
Let’s say this author added a complimentary course for the reader to work through supplementary videos in exchange for the readers email at the start of the book and doubled the conversion rate of reader to lead.
The value of the funnel doubles as well to $500, resulting in $436.73 of mini-funnel profit.
Now let’s say the author made the book available for free and doubled the click to reader conversion rate.
The value of the funnel doubles as there are now 20 readers, instead of just 10, 2 of which go on to become warm leads.
By removing any attempt to make money from sales from the book, the author loses out on $46 in ad revenue in exchange for another $250 in funnel value.
Now let’s say the book’s description on Amazon isn’t as good and con- verted at 1 in 20, halving our clicks to readers conversion rate. You get the idea.
These are just further examples of why it’s so important to focus on improving your book funnel at each step and to track the leads that come from your book. If you’re tracking those leads, your chances of driving impact to your business with your book marketing asset, increases expo- nentially.
87