## OBJECTIVE
Achieve 3,000 direct book sales via Amazon (tracked by KDP dashboard) within 90 days of launch through a targeted Facebook Ads funnel optimized for the thriller genre's suspense-loving readers.

## TARGET AUDIENCE
- **Primary segment**: Women aged 30-50 in the US, active on Facebook (daily users, 2+ hours), emotionally craving high-stakes escapism (stressed professionals/moms seeking adrenaline rush), in the awareness-to-consideration buying stage (browsing "best thrillers 2024" or following authors like Freida McFadden).
- **Key insight**: They need to feel the pulse-pounding urgency of the book's twisty plot (e.g., "What if your best friend was lying about everything?") via short video hooks that mirror their daily betrayals, prompting "Add to Cart" clicks.

## TACTICAL PLAN
- **STEP**: Create Facebook Pixel on author's book sales page (Amazon) and install on landing page; test with 10 conversions.
  - **OWNER**: Agency
  - **TIMELINE**: Week 1 (pre-launch setup)
  - **TOOL/PLATFORM**: Facebook Pixel Helper + Google Tag Manager
- **STEP**: Launch cold traffic Video Ad Set targeting "Thriller Books" interests + lookalikes of Freida McFadden buyers; budget $50/day, A/B test 3 video creatives.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 1-4 (awareness phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Retarget video viewers with Carousel Ad showing book excerpt + 4.8-star Amazon reviews; drive to custom landing page with buy button.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 2-8 (consideration phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Unbounce (landing page)
- **STEP**: Build email list from ad traffic via 99¢ lead magnet (first chapter PDF); send 3-email nurture sequence ending in discount code.
  - **OWNER**: VA (under agency supervision)
  - **TIMELINE**: Weeks 3-12 (conversion phase)
  - **TOOL/PLATFORM**: ConvertKit + Gumroad (for PDF delivery)
- **STEP**: Run Instagram Stories Ads to warm audience (email opens); use swipe-up to Amazon.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 5-12 (optimization phase)
  - **TOOL/PLATFORM**: Instagram Ads via Facebook Ads Manager
- **STEP**: Weekly optimize: Pause underperformers (<0.5 ROAS), scale winners by 20%; report via dashboard.
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing, Fridays
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Sheets (shared dashboard)

## CONTENT REQUIREMENTS
- **Video Hooks (3 variants)**: 15-second vertical video; 100 words script max; Facebook/Instagram; agency writes script, VA edits in CapCut (author provides voiceover).
- **Carousel Ad Creatives (2 sets)**: 5 images + 200-char copy per card; Facebook; agency designs in Canva (pulls book cover, quotes from "Shadows of Betrayal" themes of hidden family secrets).
- **Lead Magnet PDF**: 10-page first chapter excerpt; 3,000 words; downloadable via Gumroad; author writes, VA formats in Canva.
- **Email Sequence (3 emails)**: 400 words each; ConvertKit; agency writes (personalized with reader's name, teases plot twists like protagonist's shocking discovery).
- **Landing Page Copy**: 500 words + buy button; Unbounce; agency writes, ties to audience pain (e.g., "Escape your routine with betrayal that hits too close to home").

## SUCCESS METRICS
- **ROAS (Return on Ad Spend)**: Track revenue vs. ad spend in Facebook Ads Manager + Amazon KDP; baseline 1.2x, 90-day target 3x.
- **Conversion Rate (Landing Page)**: % of visitors clicking "Buy Now" via Google Analytics; baseline 2%, 90-day target 8%.
- **Email Open-to-Sale Rate**: % of opens leading to sales (tracked by ConvertKit UTM links to Amazon); baseline 1%, 90-day target 5%.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from repetitive thriller creatives leading to rising CPMs. **Mitigation**: Refresh 50% of ad creatives every 14 days using dynamic elements like user-generated "What would you do?" polls.
- **Risk 2**: Amazon algorithm delays in ranking new launch, hurting organic visibility. **Mitigation**: Seed 100 verified reviews pre-launch via ARC (advance reader copies) distributed to 200 thriller bloggers via BookSirens.

## BUDGET ESTIMATE
$4,000-$7,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: Facebook Ads spend ($3,000 at $30-50/day for 90 days).