Unsurprisingly, there’s a direct correlation between books, display prices and ad results. The Bookbub Partners website recently published some research demonstrating the impact of display pricing in ads for ebooks and audio books through Bookbub.
They analysed a sample thousand ads in order to answer two questions:
- should you always include a price in your ad image?
- which deal prices drive the most clicks?
The headline findings are:
- ads promoting books at lower prices tended to have higher click-through rates (CTRs)
- ads for free ebooks drive more clicks than any other price
- $0.99 ebooks get higher CTRs than $1.99+ deals
- audiobook ads priced under $2 drive the highest clicks and conversions
- including price or sale information can boost conversion rates
- including any pricing information in your ad can result in more sales than not mentioning the price at all
- a steep discount deal price can increase the click through rate.
If you know anything about marketing, none of the above will come as a surprise, but it is good to see a publishing industry ‘name’ produce some research to confirm that.
You can read the full article on the Bookbub Partners website.