Adapting to changes in pay-per-click advertising

Added to author marketing toolkits

For Nicholas Erik, a UNITED STATES Today A best-selling fantasy and science fiction author and book marketing consultant, digital advertising – and the challenges it presents – is something authors can’t afford to overlook. “Digital advertising is an important part of the modern author’s marketing toolkit,” says Erik, who has written more than 20 novels and manages marketing campaigns for more than 30 authors in a variety of genres. “With the many changes in the advertising landscape over the past two years, it has been difficult to keep track of what works and what doesn’t. That’s why I try to focus as much as possible on the principles: my goals for a campaign, the strengths and weaknesses of a given platform, and using ads not just to generate moment, but also to build a long-term fan base. »

New York Times and USA today Best-selling author Erica Ridley also highlights the need for authors to keep up to date with the changing digital advertising space. “As a traditionally and independently published author who enjoys experimenting and refining marketing strategies, I’ve adapted to countless platform and capacity changes,” says Ridley, who is best known for his novels. witty and feel-good historical stories, such as the Dukes of War, Rogues to Riches, 12 Dukes of Christmas and the Wild Wynchesters series. “Despite some recent dire headlines, I am excited about the current opportunities and optimistic about the future. I look forward to sharing actionable tactics and strategies in today’s environment and discussing how to measure success.

Helping Books Find Readers

Rochelle Clark, director of publicity for Penguin Random House’s consumer marketing team, has spent more than a decade getting books into the hands of the right readers. From headline marketing and digital marketing to ad operations and paid media strategy, she did it all and hopes the panel will provide attendees with the information needed to make smart advertising decisions in a changing market.

“I look forward to discussing the evolution of the digital advertising space with industry experts and hearing how others are currently navigating the persistent changes in data privacy and advertising technology,” says Clark. , who previously worked as director of advertising and creative operations. to the Random House publishing group. “There are so many options available to advertisers today that it can often be difficult to know where to direct our resources. I’m excited to dig into that decision-making process, the evaluation that follows, and the role data plays in both. For Kashmira Golatkar, head of digital advertising at Harlequin, it’s important for author book marketers to remember that in 2022, we live in a digital world. “We live in an age where the world is undeniably digital in almost every way,” says Golatkar, who has over 13 years of digital marketing experience and is an expert in performance marketing with a focus on data-driven advertising to deliver innovative media strategies. “The pandemic has not only forced companies and advertisers to think ‘digital first’, but has also challenged them to up their game in just two years. The speed of change that we all experience is breathtaking. Additionally, major tech companies are updating their platforms to become less intrusive to their users, and rightly so! It has become more important than ever for advertisers to fiercely shield the curiosity of an existing customer from the competition and also ensure customer satisfaction. All of this must be achieved while keeping “digital ethics” at the heart of advertising. »

A version of this article originally appeared in the 05/16/2022 issue of Weekly editors under the title: Adapting to changes in pay-per-click advertising

Marilyn J. Hernandez