Here's what I did differently:
1. Three consecutive days vs. two non-consecutive days (last time I skipped Easter proper).
2. Used only these paid sources:
Here's what I did the same:
2. All the same Facebook and Twitter sources
But this time, as of 4:30 on the third day of the promotion, I'm looking at 5700 downloads vs. the meager 710 I got the first time around. I hit #2 in the free Kindle store both times in the Humor category, but this time also hit #6 in Suspense.
My theory is that the paid sources I used this time are indeed more effective (and slightly more expensive), and the three consecutive days allowed more momentum to build vs. the two nonconsecutive days. Also, I have a feeling that Memorial Day itself is a more popular time to download books, as opposed to Easter. And my books definitely qualify as "beach reads."
Lastly, either Amazon got my scheduling wrong, or I was looking at a European calendar when I picked my dates, but the three days started not on Saturday, May 25 as I had hoped, but on Sunday, May 26 and continued through Tuesday, May 28. I imagine if the promotions (both paid and my own) and the scheduling had synced up better, my results would be even more impressive.
I'll report back with after-promotion results. In any case, this has persuaded me to enter Ring of Fire into the KDP program as soon as Battle Axe expires. Giveaways to follow.
Oh, and actual writing? That may happen again someday, too.