There you have it: how to make some ads, and make some money on them—or at the very least, not lose too much money while you determine what works and what doesn’t.
Advertising is one of the oldest things around, but it’s not solved. No one has all the answers, and it’s constantly changing. Don’t beat yourself up if you don’t nail it the first time out.
But know your baseline thresholds, the max CPC you can tolerate, the base relevancy/engagement you should shoot for, and the number of clicks to get a sale.
Some good baselines are:
Remember, at $0.30 per click, and 30 clicks per sale, you’re looking at $9 per sale, which means just one sale every two days (give or take a bit) when you’re spending $5/day. However, in a series of books that have KU reads, that can be made back at around books 3 and 4 in the series.
That is also just a general threshold for what you want to shoot for. Your specific tolerances and measures for success will vary, but you must know what they are. And fail fast. Kill those bad ads in a day or two, not a week or two; tweak ‘em, and make FB ads make you money!