**COMPLETE AD COPY PACKAGE**
**Client:** Book Marketing Agency  
**Campaign:** The Midnight Library (Matt Haig) – Multi-Platform Launch  
**Strategist:** Leo, Crimson Leaf Marketing  

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## META ADS (Facebook + Instagram)
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### META AD SET 1 — Awareness (Cold Traffic)
- **HEADLINE (40 chars max):** Every regret, undone.
- **PRIMARY TEXT (125/500):** Between life and death lies a library. Every book is another life you could have lived. Nora Seed is about to open them all—and what she finds will change everything. The #1 bestseller helping millions find hope in their own stories.
- **LINK DESCRIPTION (30 chars):** Read the life-changing novel
- **CTA BUTTON:** Shop Now
- **TARGET:** Women 25-54; Interests: Book Club Fiction, Contemporary Literature, Glennon Doyle, Elizabeth Gilbert, Mental Health Awareness, "What If" scenarios. Exclude: Already purchased (180 days).
- **VISUAL NOTE:** Cinematic shot of Nora standing before infinite golden bookshelves that stretch into darkness; single warm light illuminating her face as she reaches for a book. No text overlay on image.

### META AD SET 2 — Consideration (Engaged/Lookalike)
- **HEADLINE (40 chars max):** What if you could undo every regret?
- **PRIMARY TEXT (125/500):** "The most uplifting novel of the year" (Guardian). Matt Haig’s masterpiece has sold 6 million copies for a reason. Follow Nora as she lives a thousand versions of herself—Olympic swimmer, rock star, glaciologist. Which life will she choose? Which would you?
- **LINK DESCRIPTION (30 chars):** Join 6 million readers
- **CTA BUTTON:** Learn More
- **TARGET:** 1% Lookalike of purchasers; Engaged shoppers 30-60; Video viewers 25%+; Interests: Sliding Doors concept, Philosophy, Existential Fiction, Reese's Book Club.
- **VISUAL NOTE:** Carousel format: Slide 1 (Nora in mundane life, gray tones), Slide 2 (Olympic pool, blue water), Slide 3 (Concert stage, purple lights), Slide 4 (Arctic station, white snow), Slide 5 (Book cover + 5-star quote). Auto-play video alternative: rapid cuts of these lives with page-turn sound effects.

### META AD SET 3 — Conversion (Retargeting)
- **HEADLINE (40 chars max):** 50% off today only
- **PRIMARY TEXT (125/500):** You’ve seen the quotes. You’ve heard the hype. Now start your own journey through The Midnight Library. Limited time: 50% off paperback + free shipping. "I read it in one sitting and it changed my perspective" — 12,000+ 5-star reviews. Don’t wait for another life to read this one.
- **LINK DESCRIPTION (30 chars):** Claim your discount
- **CTA BUTTON:** Get Offer
- **TARGET:** Retargeting 7-30 days (landing page visitors, cart abandoners, IG profile visits); Video viewers 50%+; Exclude: Past purchasers.
- **VISUAL NOTE:** Dynamic product image showing book with red "50% OFF" badge in corner; urgency timer overlay (if video); testimonial quote overlay: "Changed my life" — Sarah K.

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## GOOGLE SEARCH ADS
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### GOOGLE AD GROUP 1 — Title/Author High Intent
**Headline 1 (30):** Buy The Midnight Library  
**Headline 2 (30):** Matt Haig Bestseller  
**Headline 3 (30):** Free Shipping Today  
**Description 1 (90):** The life-changing novel about regret. Join millions who found hope in Nora’s journey. Order today.  
**Description 2 (90):** "Beautiful and thrilling" — 6 million copies sold. Available in hardcover & Kindle. Start tonight.  
**Keywords:**  
[the midnight library]  
[matt haig book]  
[buy the midnight library]  
[midnight library paperback]  
[the midnight library hardcover]  
[matt haig midnight library]  
[midnight library buy online]

### GOOGLE AD GROUP 2 — Genre/Thematic Discovery
**Headline 1 (30):** Books About Second Chances  
**Headline 2 (30):** Life Changing Fiction 2024  
**Headline 3 (30):** Read Free Sample Now  
**Description 1 (90):** Discover the novel that explores every life you could have lived. Perfect for fans of Eleanor Oliphant.  
**Description 2 (90):** Book Club Pick of the Year. "The only book you need this decade." Instant Kindle delivery.  
**Keywords:**  
[books like eleanor oliphant]  
[uplifting fiction books]  
[books about regret]  
[sliding doors book]  
[contemporary fiction bestsellers]  
[book club recommendations 2024]  
[books about parallel lives]  
[feel good novels for adults]

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## AMAZON ADS (Sponsored Products + Brands)
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### AMAZON SPONSORED PRODUCT AD
- **Headline (50):** The #1 Sunday Times Bestseller  
- **Custom text (150):** Between life and death, Nora finds a library of infinite possibilities. 6 million copies sold. "I wish I could give it 10 stars" — Amazon reviewer. Start reading in 30 seconds with Kindle.  
- **Targeting strategy:**  
  - **Category:** Literature & Fiction > Contemporary Fiction > Literary; Self-Help > Personal Transformation  
  - **ASIN Targeting:** Eleanor Oliphant Is Completely Fine, The Invisible Life of Addie LaRue, The House in the Cerulean Sea, A Man Called Ove  
  - **Keywords:** "uplifting books," "matt haig," "book club fiction," "books about depression," "midnight library kindle"  
- **Bid notes:** Aggressive bidding on brand terms ($1.50-$2.20) to defend against competitors; moderate on genre terms ($0.80-$1.30). Dayparting: +20% bid modifier 7:00-9:00 PM (peak book browsing). Placement: Top of Search 40% bid adjustment.

### AMAZON SPONSORED BRAND AD
- **Brand headline (50):** Matt Haig: Stories That Heal  
- **Store spotlight:**  
  1. The Midnight Library (Primary focus)  
  2. The Humans (Sci-fi/alien perspective on humanity)  
  3. Reasons to Stay Alive (Memoir/mental health)  
- **Tagline (30):** Life-changing stories await  
- **Landing:** Brand Store page "Matt Haig Collection" with author video introduction auto-playing.  
- **Targeting:** Brand defense keywords + competitor author names (Fredrik Backman, Rachel Joyce). Bid strategy: Fixed bids $1.25 with placement boost for Store page visits.

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**END OF AD COPY PACKAGE**