Oct 04 2010
Does paid advertising work for small-time novelists?
Probably not.
A professionally-published novelist usually makes only $1 in royalties per paperback sale. Typically, I’d guess that a well-tailored cost-per-click Adwords campaign could get the costs per incoming reader to somewhere between $.05-.20.
If you’re selling a single book, you almost certainly can’t break even with ads*. If you spend $20 on cost-per-click advertising, you have something somewhere between 100-400 prospective customers and need to get 20 sales to break even. That almost certainly will not happen. If your material is good, I think you’d probably convert 1-3% of your readers into buyers. So attracting 400 readers would probably generate between 1-12 customers. You probably couldn’t break even with that.
However, there are several situations that might shift the numbers in your favor.
