Paid Advertising: Waste of Cash Or Worth It?
 
An Online Masterclass With Marketing Expert Eleanor Pilcher
Monday May 18th 7-8.30PM GMT
Cost £35+VAT
 
This workshop will demystify how publishers use advertising: where paid ads sit within the overall marketing mix, how budgets are allocated across a list, which books get ad spend, and how authors can (or can’t) influence this. We’ll offer a clear-eyed view of what paid ads can achieve in terms of discoverability, brand-building and driving sales, and which outlets perform best for each of these outcomes. Finally, we’ll look at when, where and how it might make sense for authors to spend their own money. Aimed primarily at trad authors, this session may also be relevant for indies, but is not a how-to-run ads session.
 
Instead, it will help you understand:
The current advertising landscape and how it has changed.
How marketing departments allocate budgets.
Where your book sits within your publisher’s pecking order.
How to make the internal case for more spend on your title.
When and where it might be beneficial to spend your own money.
 
This workshop will be conducted via Zoom and is aimed primarily at traditionally published writers, but independent authors are also welcome to join. A link to join will be sent out the day before and a full recording will be made available after the event for those who cannot join on the day. Please select COLLECT FROM SHOP from the drop down menu at checkout when purchasing: this is a virtual product so there will be no delivery cost. VAT/TAX will be added at checkout.
 
Eleanor Pilcher is an award-winning book marketer, formerly Freelance Marketing Consultant working closely with leading publishers and authors, and is now Head of Digital Marketing & Campaigns at Bookouture. She is also a traditionally published novelist with HarperCollins, Bedford Square and Penguin Michael Joseph.