## OBJECTIVE
Drive 1,000 pre-orders for "The Silent Echo" (psychological thriller by debut author Mia Reynolds) via a targeted Facebook Ads pre-launch campaign, measured by unique clicks on the BookFunnel pre-order landing page link, achieving 30% conversion from ad clicks within 90 days.

## TARGET AUDIENCE
- **Primary segment**: Women aged 25-45 in the US/UK, fans of psychological thrillers (lookalikes of Gillian Flynn, Lisa Jewell readers via Facebook interests), active on Facebook/Instagram, in the awareness-to-consideration buying stage, feeling intrigued by twisty plots but hesitant about unknown authors.
- **Key insight**: They need to see short, suspenseful video teasers evoking "Gone Girl"-level paranoia combined with real reader quotes from ARC reviewers to build trust and trigger impulse pre-orders.

## TACTICAL PLAN
- **STEP**: Build custom audience from email list of 2,500 past thriller buyers (uploaded CSV) and create lookalike audiences (1-2% similarity) targeting Gillian Flynn/Lisa Jewell fans.
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Design and launch 3 ad sets: (1) video teaser ads, (2) carousel of book quotes/cover, (3) retargeting to video viewers with pre-order CTA.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-7 (Phase 1: Launch)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Canva for statics
- **STEP**: Run daily A/B tests on headlines/CTAs (e.g., "What if your best friend was lying?" vs. "The twist that broke me"), scaling top performer to 80% budget.
  - **OWNER**: Agency
  - **TIMELINE**: Days 8-30 (Phase 2: Optimize)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics for landing page tracking
- **STEP**: Install Facebook Pixel on BookFunnel pre-order page and set up conversion events for purchases; email top engagers (pixel data) with exclusive bonus chapter.
  - **OWNER**: VA (with agency oversight)
  - **TIMELINE**: Days 31-60 (Phase 3: Convert)
  - **TOOL/PLATFORM**: Facebook Pixel + BookFunnel + Mailchimp
- **STEP**: Analyze weekly performance, pause underperformers (<1% CTR), and report to author with screenshots/dashboard exports.
  - **OWNER**: Agency
  - **TIMELINE**: Days 61-90 (Phase 4: Scale & Report)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Sheets

## CONTENT REQUIREMENTS
- **Video Teaser (15-30 sec)**: Vertical format for Stories/Feed, 20-30 sec script with ominous music/narration of opening hook ("She heard the whisper... but it wasn't her voice"), Facebook/Instagram, agency writes script + VA edits in CapCut.
- **Static Ad Graphics (3 variants)**: 1080x1080px square images with dark thriller aesthetic (dimly lit cover + quote overlay like "5 stars: Mind-blowing!"), 50-char headline, Facebook/Instagram, VA creates in Canva using author-provided cover.
- **Ad Copy Templates (6 total)**: 100-125 chars each (e.g., "Trust no one in Mia Reynolds' debut. Pre-order now for 20% off! [link] #PsychologicalThriller"), Facebook/Instagram, agency writes.
- **Email Follow-up Copy**: 200-word nurture email with bonus chapter PDF attachment, Mailchimp, agency writes.
- **Landing Page CTA Button**: Custom "Pre-Order Now" graphic (300x100px), BookFunnel, VA creates.

## SUCCESS METRICS
- **Pre-Order Conversions**: Track unique purchases via BookFunnel UTM-tagged link in Google Analytics; baseline: 0, 90-day target: 1,000.
- **Click-Through Rate (CTR)**: Measure ad impressions-to-clicks in Facebook Ads Manager; baseline: 0.8% (industry avg for books), 90-day target: 2.0%.
- **Cost Per Pre-Order (CPP)**: Total ad spend divided by conversions in Facebook Ads Manager; baseline: N/A, 90-day target: <$3.

## RISK & MITIGATION
- **Low ad relevance due to niche targeting**: Mitigate by launching with broad interests first, then narrowing based on Day 7 data from Facebook's relevance score.
- **Pre-order page tech issues (e.g., slow load)**: Mitigate by testing BookFunnel page speed on GTmetrix weekly and having VA on standby for 24/7 monitoring via UptimeRobot alerts.

## BUDGET ESTIMATE
$2,000 - $5,000 (low/high range); single biggest cost driver: Facebook ad spend ($1,500-$4,000 at $0.50-$1.00 CPC).