Experiments with Advertising

Most writers want to have their work read. After all, that’s why we write, no? Ok, some folks write purely for their own catharsis and don’t care if another soul ever sees it, or perhaps don’t even want anyone else to read it, and some write with the (elusive and probably misguided) goal of making money, but most of us write simply because we enjoy seeing others enjoy our work.

And for that to happen, we have to be noticed. People have to be aware that the work exists and know how to find it, or it won’t matter how amazing the writing is, how engaging the story. It will languish in the darkness of obscurity.

There are many ways to be noticed, some more effective than others. We’re all trying to find those magic keywords that will maximize our search engine optimization, or SEO, and somehow draw readers in out of the ether, and yes, we find some readers that way. We promote our work on social media, engage with others in hopes they’ll engage with us, and yes, we find a few more that way.

But unless we’re already famous, that rarely turns into more than a trickle of readers. In fact, being too aggressive with self-promotion on social media is likely to have a negative effect, turning off potential readers who just want to engage in friendly chat and not see what amounts to endless advertising all day.

So it may seem almost counter-intuitive, at first glance, that advertising may be a way to get over the hurdle of not overly aggressively bombarding our friends and followers with, well, advertising.

What do I mean by that? Well, at the time I write this, I have just barely over a thousand followers on Twitter, and just barely under a hundred on Facebook. It took me four years to get to that point, though some people seem to manage it overnight, but I refused to play the various “follow-for-follow” games, mainly because they turned me off when I saw them, so I presumed they would turn off other “real” engagements as well. If all I do on Twitter is constantly push my writing to my existing followers, I’ll probably start losing more than I gain. And in any case, most of them will never click that link through to my website, even if they like the post in which I share my latest scene.

Still, at first glance Twitter seems to have a ten to one advantage over Facebook in terms of my reach toward potential audiences. That is probably offset, however, by the nature of those who follow an independent, unpublished, non-famous author on one platform vs the other. The majority of those who follow me on Twitter are other writers, some published, some not yet, some represented, and others not. They are there for the same reasons I am, yes, to promote their work, but also to engage with likeminded people going through the same struggles they are. In other words… not the general reading audience, but more like a professional association.

Facebook has far fewer people following me, and while many of those are also other writers, there is (I think, it’s hard to be sure) a higher percentage of them who are “ordinary readers” who are interested in science fiction. Still, the organic engagement I get with a tweet vs a Facebook post reflects that ten-to-one split, and so I’ve tended to focus more of my time where the greater number of people reside.

A recent experiment might imply that I’ve been focusing on the wrong platform.

I ran an ad on each of the platforms to see what would happen. No, I don’t have anything to sell yet, so there’s no financial incentive for me in this. It was just to see what kind of engagement I could drive with my story as it develops here on these pages. I ran them separately, with about a week in between. I posted precisely the same link on each (this one, here: The Silence of Ancient Light), using the same language and same tags (#ScienceFiction and #WIP). I targeted the same countries (United States, United Kingdom, and Canada), and targeted audiences interested in Science Fiction and in Reading, but otherwise left the demographics wide open. I gave each an identical budget of $50. The Twitter ad ran for 5 days, and the Facebook one for 7 days (the defaults on each), but the majority of the results from the Facebook ad still happened within those first 5 days, so this was roughly equivalent.

Twitter Advertising

On Twitter, the ad received a total of 3,288 impressions, of which 2,670 were “promoted” and the remainder were “organic” (happened naturally, and would likely have occurred without paying for the ad). An impression is just the ad appeared before someone’s eyes, in their feed, whether or not they interact with it at all. Those impressions resulted in 90 total engagements, of which 83 were promoted and again, the rest were organic. That’s a 3.1% engagement rate, which by all accounts is about as much as you can expect. An engagement is someone taking any action on the ad: 32 people expanded the detail to see the full text, 24 people clicked the like button, 15 people clicked on my profile to learn more about me, and 10 people clicked on the link to follow through to this website. 7 people retweeted the ad, and I gained 2 new followers because of the ad.

Since “link clicks” was the real purpose of the ad, that means 0.4% of people who saw the ad clicked through to the website. Less impressive, perhaps.

Meanwhile, over here on the website, during the time period the ad was running, I saw those 10 views on the page that was the ad’s link, though only 9 of them were registered as being referred from Twitter. Overall, the entire site had 35 views from 18 unique visitors, and I received 1 post like. This implies I had almost as many organic site visits as I did promoted visits, which may partly be explained by me having posted a new scene to the site a few days before the ad began running.

The ad reached 2,670 people, and 0.4% of those clicked through to read the “title” page of the story. A small handful of those 10 people then clicked on to read one or more actual scenes of the story. So, that cost me $10 per reader, and they weren’t very engaged by the story. Perhaps the story is just bad?

Facebook Advertising

A week after the Twitter ad expired, I ran the same ad on Facebook, as I described above. With few exceptions, everything about the ad was identical.

The Facebook ad reached 12,812 people, of whom 12,807 were paid and just 22 organic. Right away, we see that Facebook seemed to have much greater reach, nearly 5 times as much. But what about engagement?

991 people engaged with the ad. I don’t have the split for paid vs organic on this number, but as I have very few followers here, and only a single-digit number who ever seem to engage with my regular posts, I feel safe in saying that the vast majority of this number was due to the paid ad. That’s a 7.7% engagement rate! More than double the engagement of the identical Twitter ad. Of those 991, 48 “reacted” (clicked like, mostly, though one hit the laughing out loud button, and I’m not sure what to make of that), 6 shared the post (1 of those was a share of a share, so while not exactly viral, that is how those things get started), 1 commented on the post (and it was a strange comment, so not necessarily a positive), and 934 clicked on it. Of those clicks, 367 were clicks on the link to this website, and 567 were “other” clicks (on my profile, perhaps? it’s not clear).

Back here on the website, I tracked 384 Facebook referrals during the time the ad ran, and 901 views from 333 unique visitors. There were 391 views on the promoted page, and 1 page like.

The ad reached nearly 5 times as many people as the Twitter ad, and 2.9% of them clicked through to look at the website, compared to 0.4% of those who saw the Twitter ad. Instead of $10 per reader, this campaign cost me 15¢ per reader. That’s much more effective!

There’s an even more compelling stat here, however. From the Twitter campaign, only a handful of people read anything other than the initially linked page. From the Facebook campaign, about two dozen people went on to read at least the first few scenes, almost a dozen read quite a bit more than that, at least through the first few chapters, and at least 3 people read the entire story so far published, all the way to the end.

That tells me that it’s not just the advertising, but my writing is engaging at least some people. Not all, perhaps not even a majority of those who look at it, but at least some are finding it worthwhile to spend several hours reading 80,000+ words.

It is curious, however, that no one from the Facebook campaign chose to become a new follower of either my Facebook page nor this website. They read through all the work, which is as yet unfinished, but did not click the link to sign up to be notified when the next scene is available. I’m going to presume they bookmarked the site in their browser and will just periodically check back — maybe? — but perhaps I need to investigate why people are reluctant to hit that “follow” button. I have some thoughts on this, but no real data.

Next Steps

Needless to say, this is encouraging. I’ll continue writing as long as anyone continues reading. For the sake of being thorough, I should also do an identically configured Google AdWords campaign to see how that stacks up. I haven’t yet decided if I’m ready to spend another $50 to find out, but maybe.

Otherwise, is there much point to advertising when I don’t yet have a finished book to sell? Obviously I have no way to turn that investment into any kind of revenue, not yet. However, it never hurts to generate some buzz around the unfinished work, so that people are eager for the final publication. I can’t say if I really achieved that, but I did get my work in front of quite a few more people than I ever had before. And, I have some thoughts about where to focus my investment when I do have a book to sell. Indeed, this experiment turned my expectations upside down, as I had been led to believe that Twitter would be the more effective platform, yet the reverse was true, and by an entire order of magnitude.

Other than more advertising, this experiment has encouraged me to post more often on Facebook and become more engaging there, whereas previously I mostly only posted there when new scenes were available. Twitter had been my “engagement” platform of choice. I will definitely still engage there, but I will broaden my horizon a bit.

What do you think? Did you see the ad? If so, on which platform? Did it cause you to click through, and is that why you’re here now reading this post about how I manipulated you into doing so? How many scenes of the story did you read, and did the story engage you? Will you come back to read more?

Or, if you’re another writer, have you advertised, and if so, what has been your experience?

I look forward to hearing from you.

header image credit: Photo Mix / pixabay.com via Pixabay License

12 thoughts on “Experiments with Advertising

  1. Linda Phelps

    I don’t do twitter. I think you are a good writer, but sci fic is not a subject I care for, I would rather read your writing abut your Mc Murdo experiences. what it was like to brave the elements, the sciences you worked on. the community, etc. or a book about a brite boy who made bad decisions as a kid and got a reputation as the black sheep of the family, but made strides to overcome his downfalls to become a well respected citizen……you got this…

    Liked by 1 person

    1. Thank you, Linda! I always appreciate your thoughts. Perhaps that story about the young man making bad decisions still feels too close to home? I cannot say. Never say never; it’s always possible that a memoir could be in the works, though perhaps I would have to fictionalize it, dramatize the story and change the names to protect the guilty…er, protect the innocent.


  2. Catherine Metz (Cat)

    Hi Matt,
    I’m one of those people who have bookmarked your blog. So whenever I have time I can find it to read. Your exoeriment was interesting – but not surprising. My impression of Twitterers is that they only like short blurbs. Whereas Facebookers (like me) are more likely to take the time to read something that takes longer than 2 minutes.

    Liked by 1 person

    1. Hi Cat,

      Nice to see you here! Thank you for your comment. I think there could be some truth to what you say. When I likened my Twitter community to a professional association, of course that only really applies to the specific group whom I follow and/or who follow me, who are mostly other writers. I don’t have a way to determine whether the group reached by the ad would be similar, or would be more like readers — consumers — than writers, but I somewhat suspect that people interested in science fiction on Twitter are probably more likely to be writers/producers, and they are on the platform either to promote themselves or for their own professional association. So, not really general readership. The more I think about it, Facebook does seem a more likely spot for the readers I seek to be found.

      Is there a reason you choose to bookmark my site vs clicking on the follow button to receive notifications? Is it privacy concerns? Or worries about being spammed with too many emails? Or just being more comfortable with being proactive in regularly checking vs reactive when receiving an email?



  3. Great information! I really appreciate how you broke it down, which is super helpful. I have done paid ads as well and received no real positive results and so I don’t do them anymore. I was on FB for a minute and found it less than useful, but then; I hate that platform, so perhaps I’m biased. Though I will say, I paid more for advertising there with zero positive results. My IG ads also did not really raise my “followers” or engagement, so I stopped there as well. The incredibly high number of robots on social media really burns those of us looking for real, authentic readers, unfortunately.

    Liked by 1 person

    1. Hi Tara,

      Thanks for reading the post (and a few others)! Most especially, I appreciate your comment here (engagement! yeah!).

      I’ve never been a FB “hater” as such, but I understand the platform’s limitations. I have seen first-hand the negative impact on a small non-profit I’m involved with when a new leader who loathed FB directed us (the board) to remove our entire presence from there. That has and continues to hurt us considerably in terms of our ability to perform outreach to the community likely to want to engage with us. So, the lesson I drew is that as an entity (whether a small non-profit or an independent author) trying to reach people, you just have to go where the audience is. That changes with time; when I wrote this, TikTok wasn’t really a big deal yet, and Elon Musk had not yet bought Twitter, so since that time the whole world of social media has changed dramatically. Nowadays, I suspect Twitter is even less useful as an outreach platform (I still have a presence there, but it’s just to follow what others in the writing community are doing and not much else), and TikTok has likely become The Place to find younger eyeballs (at least until it gets banned, lol), which may be a factor depending on your target audience for your work.

      Google Adwords is probably still the “king” of advertising, given that it crosses over many websites and not just social media platforms. And, of course, now WordPress has their own offering, Blaze, which I have not really looked into.

      I guess for me the real takeaway from this experiment was that initial impressions of where to focus one’s outreach effort can be misleading, since I seriously did not expect the order of magnitude advantage that FB had over Twitter. And, it also illustrates how relying on organic reach is probably no longer a reliable mechanism; FB pages reach almost no one, not even followers, if you don’t pay for advertising, and Musk has made Twitter operate the same way. I’d guess only TikTok still has a viable organic reach, but I haven’t played with that yet. It remains true I don’t yet have a finished, published work to sell.

      I’m taking a look at your site now, Raw Earth Ink (“spit, mixed with dirt, muddy words flow”… love it!).


      Liked by 1 person

      1. I agree FB has its “place” in certain respects, and have experienced similar issues as you did with a business on there. But from the perspective as a writer (and to a lesser extent as a publisher), I find it useless to me personally.

        I’ve never done Twitter, mostly because I like to actually read and short snippets just aren’t my thing. I prefer novels (science fiction) and typically the longer, the better.

        I also do not do TikTok, again, as a reader rather than a watcher of videos or TV or movies (just not my thing). I DO know multiple people in the writing arena who use it and at least as far as Indie authors go, it has mixed results. The general consensus I’ve heard is that you get the “following” but not really the sales. And if what we are doing is writing to share our passion with others, and they aren’t reading… then that “follower” isn’t very helpful.

        I had heard that if your engagement is low, percentage-wise, then algorithms kick you lower. For instance, if you have 1,000 followers but only 10 people engage versus 100 followers and 10 people engage…. 1% vs 10%. So, as my own experiment, recently I went and removed hundreds of followers on IG down to about 300 or so and here on WP I removed well over a thousand followers, those that were clearly robots or hoping for those damn F4Fs. I have seen better engagement (depending on the post) on IG since then but here on WP, yikes. Since the changes here with Jetpack, etc my engagement has severely dropped. I mean from 50-80 “likes” and 20 comments to ohh maybe 12-15 “likes”. It’s a hard pill to swallow but we keep trying and keep learning. Making mistakes and also some triumphs.

        Now here’s something I’m currently in the works to do, and that is podcasts. I’m hoping to get that going this summer and if nothing else, it will be a good experiment in varying my reach and engagement. We’ll see!

        Liked by 1 person

      2. “Those damn F4Fs,” lol! I agree 100% with you there, that’s never been my game, and I don’t understand the point of it. I think you’re on the money in that follower counts are not what matters (except maybe if you’re trying to win contracts as an influencer?), but rather engagements that translate into actual reads (and, eventually, sales, yes). That’s why I tried to focus on how many people clicked through to the website from the ad, and then from that how many read anything more than just the one post that the ad linked. Nothing to sell yet, so that’s my closest measure, and the results were interesting.

        Your numbers are far higher than mine have ever been, even from the paid ad.

        I think podcasts are an exciting new venue, and I briefly tried to do some of that. Unfortunately, it’s quite time-consuming to put together, at least until you get everything figured out, and I’ve just not had the time for it. However, this is an area I want to come back to as well, using podcasts for readings of scenes and so forth. From what I understand, part of the popularity is that listening to a podcast is something people can do while they’re busy with something else (most especially, driving on their commute), and thus even though listening to a 1000-word scene would take twice as long as a typical reader to read the same scene, it’s easier for folks to consume that way. And, thus, the 20- to 40-minute podcast fits neatly in with the length of an average commuter’s trip to work, so that seems to be the sweet spot. I definitely want to come back to this.

        Liked by 1 person

      3. I’d be interested in picking your brain on the podcast thing. I have one acquaintance (who has featured me twice on his podcast so far) who has given me some tips and suggestions. I know basically WHAT I want to do in the podcast, and I know it will take time and have a learning curve, but I’m excited at that prospect.

        I’m also wondering about reading books as podcasts, like you said, 30-60 minutes of reading. That could be a short story 5k-9k words. I think that sounds reasonable for listening. Otherwise it’s audiobooks, which is also appealing.

        Liked by 1 person

      4. Sure! I wrote about it at the time. The posts are way back in May and June of 2020, so a bit of reverse scrolling to find, but I can just link them here:

        “Breaking Radio Silence”: https://mattfraserbooks.com/2020/05/20/breaking-radio-silence/
        “The Recording Studio”: https://mattfraserbooks.com/2020/05/23/the-recording-studio/
        “The Silence of Ancient Light Goes Audio!”: https://mattfraserbooks.com/2020/06/13/the-silence-of-ancient-light-goes-audio/
        “Approach on Audio”: https://mattfraserbooks.com/2020/06/25/approach-on-audio/

        Or, all gathered together in the “Podcasts” category: https://mattfraserbooks.com/category/podcasts/

        I used to have a widget that allowed you to search posts by category; it must have disappeared in a platform upgrade or something, so I need to figure that out.

        Liked by 1 person

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