What began as a part-time assist for a journalist friend became my full-time job after less than six months. I devise and deploy paid-media campaigns for books, subscriptions and a variety of back-end products.
Led a worldwide editorial team to a Thomas Lowell Award for best website in 2018, and numerous other journalistic awards. Responsible for driving traffic, managing contributors and staff, ideating title concepts and bringing a smile each and every day to work.
Could I launch my travel memoir as a best seller in some of Amazon's most saturated and competitive categories? Yes, yes, I could. Using a combination of a price discount, email promotions, Amazon ads and Facebook ads, I catapulted to the top of several travel categories, including my top targets -- Solo Travel and Rail Travel. Full disclosure: I'm all about bank over rank, but enjoyed this experiment nonetheless.
Every year, I strategize, lead creative development and deployment of a themed Black Friday direct-sales campaign using traffic and conversion ads, all of which are always A/B tested. All ads point to curated pages of themed print books from our backlist. I'm particularly fond of the creative we built for 2020's Healthy Soil campaign. Since 2016, campaigns have averaged:
- $2.67 CPC // $4.45 cost per conversion for $15 paperbacks
- ~60% increase in paperback and hardcover sales
I led strategy, creative development and deployment of list-building campaign. A/B tested engagement, traffic and conversion FB ads.
- $0.67 CPC // $0.09 cost per engagement // $1.24 cost per conversion
- Drove over 5,000 signups in six months.
- Campaign still runs!
I led strategy, creative development, including cutting a low-cost book trailer and several static ads, and deployment of a 90-day direct-sales relaunch campaign for My Farmer, My Customer. A/B tested engagement, traffic and conversion FB ads for $28 paperback.
- $1.67 CPC // $0.11 cost per engagement // $6.45 cost per conversion for $28 paperback
- ~34% ACOS
- Increased direct sales by over 175%.
(Safe to say, they should've had me run the original launch!)
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Ben Galley is a highly experienced self-publishing and marketing consultant, helping authors from around the world to publish books.
I’m a UK-based freelance marketing professional with extensive in-house experience at Penguin Random House and Hodder and Stoughton.