## OBJECTIVE
Drive 3,000 verified sales of "Echoes of Betrayal" (psychological thriller by Alex Rivera, focusing on themes of hidden family secrets and gaslighting) on Amazon within 90 days through a targeted Facebook/Instagram ads initiative, measured via Amazon Author Central sales dashboard.

## TARGET AUDIENCE
- **Primary segment**: Women aged 30-50, active on Facebook (70%) and Instagram (30%), in suburban US/UK, emotionally gripped by suspense and paranoia (e.g., fans of Gillian Flynn), in awareness-to-consideration buying stage (browsing "psychological thrillers" groups).
- **Key insight**: They need visceral, bite-sized teasers evoking "what if your spouse is lying about everything?" to trigger FOMO and impulse clicks to Amazon, as 68% of thriller readers convert from emotional hooks per BookBub data.

## TACTICAL PLAN
- **STEP**: Research and segment audience using Facebook Audience Insights; create 3 custom audiences based on interests (Gillian Flynn, "Gone Girl," domestic thrillers) and lookalikes from author's email list.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Days 1-3 (Pre-Launch Phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Audience Insights
- **STEP**: Design and launch 5 ad sets: 2 video teaser ads (15-sec cliffhangers from book excerpt), 2 carousel ads (chapter quotes + reviews), 1 static image ad (cover with "gaslit?" overlay); target 1M impressions cap per set.
  - **OWNER**: Agency VA
  - **TIMELINE**: Days 4-7 (Launch Phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Canva Pro for creatives
- **STEP**: A/B test 3 landing pages on author's Linktree (direct to Amazon paperback/ebook); optimize daily based on CTR >2% threshold.
  - **OWNER**: Author (provides Linktree access)
  - **TIMELINE**: Days 8-30 (Optimization Phase)
  - **TOOL/PLATFORM**: Linktree + Facebook Pixel + Google Analytics
- **STEP**: Retarget warm traffic (video viewers 50%+, add-to-cart abandoners) with discount code "BETRAYAL20" for 20% off ebook; scale winners to $50/day budget.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Days 31-60 (Scale Phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Amazon promo codes
- **STEP**: Analyze performance weekly via Ads Manager reports; pivot to top ad set (ROAS >3x) and pause losers; report to author via shared dashboard.
  - **OWNER**: Agency VA
  - **TIMELINE**: Days 61-90 (Maturity Phase), weekly reviews
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Data Studio for dashboards

## CONTENT REQUIREMENTS
- **Video Teaser (15-sec)**: MP4 format, 10-15 sec, Facebook/Instagram Reels/Stories; script: "Your husband vanishes. His texts say he's safe. But the lies... [cliffhanger audio gasp]"; 50 words; Agency VA writes/edits in CapCut.
- **Carousel Ad Copy**: 5 images/slides, 100 words total per ad, Facebook Feed; "Slide 1: Cover. Slide 2-4: Quotes like 'She trusted him. Big mistake.' Slide 5: Amazon link."; Author approves, Agency VA writes in Canva.
- **Static Image Ad**: PNG 1200x628px, 40 characters headline ("Gaslit by Your Own Family?"), 200-word body, Facebook/Instagram; Agency VA creates.
- **Email Retarget Confirmation**: HTML template, 150 words, for post-purchase thank-you with review request; Author writes book-specific hook, Agency templates in Mailchimp.

## SUCCESS METRICS
- **ROAS (Return on Ad Spend)**: Track revenue/sales via Facebook Pixel + Amazon Attribution; baseline 1.5x, 90-day target 4x.
- **Conversion Rate**: % of link clicks to Amazon sales via UTM tags in Google Analytics; baseline 2%, 90-day target 5%.
- **Impressions-to-Sales Funnel**: Total impressions leading to 3,000 sales via Ads Manager attribution window (7-day click); baseline N/A (new), 90-day target 3,000 sales.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from repetitive thriller tropes leading to <1% CTR. **Mitigation**: Rotate 10+ creative variants weekly using dynamic ads in Facebook Creative Hub.
- **Risk 2**: Amazon algorithm suppression post-promo code spike. **Mitigation**: Cap promo at 500 redemptions and intersperse with organic Goodreads giveaways to sustain velocity.

## BUDGET ESTIMATE
$2,500-$5,000 (low: $20/day testing; high: $100/day scaling); single biggest cost driver: Facebook ad spend (80% of total).