## OBJECTIVE
Drive 7,500 verified sales of "Whispers in the Dark" (psychological thriller by Mia Harlow, themes of gaslighting and female empowerment) via a targeted Facebook Ads campaign, measured by Amazon KDP attribution links, within 90 days of October 1 launch.

## TARGET AUDIENCE
- **Primary segment**: Women 28-45 in the US, active on Facebook (daily users, 80% mobile), fans of psychological thrillers (Gillian Flynn, Freida McFadden readers), in consideration to purchase stage, feeling intrigued by "what if your partner was lying about everything?" hooks but hesitant due to TBR overload.
- **Key insight**: They need to see raw, relatable "page-turner that kept me up all night" testimonials tied to empowerment arcs to trigger FOMO and immediate one-click buys on Kindle.

## TACTICAL PLAN
- **STEP**: Create 5 core ad creatives (video hooks + static images) featuring book quotes on gaslighting, A/B test 3 audiences (lookalikes of Freida McFadden buyers, interest: psychological thrillers + women in relationships).
  - **OWNER**: Agency (Leo + designer)
  - **TIMELINE**: Days 1-7 pre-launch (Sept 24-30)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Canva Pro for mocks, Pixel for tracking.
- **STEP**: Set up Facebook Pixel on author's Amazon author page and link shortener (Bitly) for KDP buy buttons; launch with $50/day budget per ad set, scaling winners to $200/day.
  - **OWNER**: Agency
  - **TIMELINE**: Day 0 (launch day, Oct 1)
  - **TOOL/PLATFORM**: Facebook Business Manager + Amazon KDP dashboard.
- **STEP**: Run retargeting ads to video viewers (50%+ view) and website visitors with "limited-time $0.99 intro price" dynamic product ads.
  - **OWNER**: Agency VA
  - **TIMELINE**: Days 8-30 (post-launch optimization)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Custom Audiences.
- **STEP**: Weekly optimize: Pause underperformers (<0.5 ROAS), boost top ad set by 20%, add exclusion for purchasers.
  - **OWNER**: Agency (Leo review)
  - **TIMELINE**: Every Monday, Days 8-90
  - **TOOL/PLATFORM**: Facebook Ads Manager Insights + Google Analytics UTM tags.
- **STEP**: Export sales data weekly from Amazon KDP, correlate with ad click IDs, report to author.
  - **OWNER**: Author + Agency VA
  - **TIMELINE**: Weekly, Days 7-90
  - **TOOL/PLATFORM**: Amazon KDP Reports + Google Sheets with VLOOKUP formulas.

## CONTENT REQUIREMENTS
- **Ad Video Hooks (5x)**: 15-second vertical videos, 20-30 words script (e.g., "He said it was all in my head... until I found the truth. #WhispersInTheDark"), Facebook Reels format, agency designer writes/scripts.
- **Static Ad Images (10x variations)**: 1080x1080px PNGs with book cover overlay on dark moody backgrounds + quote text (50 chars max), Facebook/Instagram feed format, agency designer creates.
- **Landing Page Copy**: 200-word sales page on author's Linktree (updated with launch price, reviews, buy button), author writes, agency edits.
- **Testimonial Graphics (3x)**: ARC reader quotes (100 chars each) on Canva templates, author sources quotes, VA formats for ads.

## SUCCESS METRICS
- **ROAS (Return on Ad Spend)**: Track revenue from UTM-tagged Amazon sales / ad spend in Facebook Ads Manager; baseline 1.2x, 90-day target 3.5x.
- **Click-Through Rate (CTR)**: Percentage of impressions leading to link clicks in Facebook Insights; baseline 1.0%, 90-day target 2.5%.
- **Attributed Sales Volume**: KDP units sold via Bitly/UTM links; baseline 500 (pre-campaign organic), 90-day target 7,500.

## RISK & MITIGATION
- **Risk**: Ad fatigue from thriller genre saturation causing CTR drop after 30 days. **Mitigation**: Refresh creatives with new ARC quotes every 14 days using Facebook dynamic ads.
- **Risk**: iOS14+ privacy changes underreporting conversions. **Mitigation**: Rely on server-side Amazon KDP sales data as primary metric, supplement with Pixel Aggregated Event Measurement.

## BUDGET ESTIMATE
$9,000-$15,000 (low: $100/day x 90 days; high: scaling to $200/day), with single biggest cost driver Facebook ad spend (90% of total).