Part of a series of sessions filmed live at the self-publishing day event in London. David Gaughran has managed some huge ad campaigns for major authors and has a ton of experience in how to make best use of those scarce advertising dollars. Here, he sets out a simple, intermediate and advanced plan for an ad campaign, aimed at generating huge immediate sales . . . while also boosting the crucial longer-term income which arises from popularity-driven book sales and KU page reads.