In this episode of What If? For Authors, Claire dives into a common fear among authors: what to do when your ads stop working. Whether you're an indie author relying on ads to sell your books or just starting to explore ad platforms like Amazon or Facebook, Claire offers practical advice and mindset strategies to help you navigate this challenge.

With insights from her own experience running ads since 2015, Claire breaks down why ads can stop performing, how to analyze their effectiveness, and what steps to take when you're frustrated or burned out by the process. This episode is a mix of actionable tactics and emotional support for authors who feel stuck with their ad strategies.

Key Takeaways

Why Ads Are Essential for Authors:

Paid ads are a key tool for reaching readers, especially for indie and hybrid authors.

Most six- and seven-figure authors rely on ads, though profitability varies.

The Reality of Ad Platforms:

Platforms like Amazon and Facebook prioritize their own profits, not yours.

Algorithms and rules are constantly changing—authors must adapt.

Analyzing Ad Performance:

Define what "working" means for your ads—are they profitable, or just underperforming?

Run the numbers to get clear on ROI (return on investment). Don’t rely solely on ad dashboards, as their data can be unreliable.

Mindset Shifts for Success:

Accept that some ads stop working and let go when necessary.

Practice emotional resilience and avoid chasing sunk costs.

Strategies When Ads Stop Working:

Lower budgets on underperforming ads rather than turning them off completely.

Seek advice or refresh your knowledge about ad platforms.

Consider outsourcing your ad management if the process is too overwhelming.

Emotional Awareness:

Acknowledge the emotions behind your frustration—fear, insecurity, or past negative experiences with data and numbers.

Approach your ad strategy with curiosity and clarity, keeping emotions in check.

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Happy Writing!