There are some internet marketing courses that teach you how to create break-even funnels for the product. "Break-even" means that for every dollar you buy ads for, you get at least one dollar in sales.
- You set up 3 different ads.
- The first one targets people who never saw your book. The ad itself doesn't sell anything but presents some information that may be interesting for the readers (e.g. a blog post). Note that the ad platform keeps track of people who clicked on the ad.
- The second ad is shown only to people who clicked on the first ad. There is another piece of content and a call to more serious action (like subscribing to your list). The ad platform again notices whenever a person clicked on that ad.
- The third and last ad is where the sale happens. It is shown to people who clicked on both previous ads. It's here that you offer to buy the book (e.g., a collection of 3 short stories at 3 dollars each, which you can get for 7 dollars if you buy them all).
Sounds good, but I'm not sure if it would work for books as well. As far as I know you can test the whole thing for 10 dollars per campaign until it works (generates more money in sales than you spend on advertising). Then you could theoretically pump money into it (yours and that of other people) to boost sales with predictable ROI.
Are there any resources with empirical data on how to build such funnels for short fiction (short stories or collections of up to 3 short stories)?