Digital Ads for Beginners: A Guide for Authors to Optimize Your Ad Spend
Let’s face it: getting your book noticed in today’s crowded market feels like shouting into a hurricane. You’ve poured your heart and soul into your story, but how do you make sure it reaches the right readers? The truth is, in the author world, it’s a “pay-to-play” game. But don’t worry! This guide will help you navigate the world of digital ads without breaking the bank. We’ll cover the basics, from understanding ad costs to crafting compelling campaigns, so you can turn those potential readers into loyal fans.
Understanding the “Pay-to-Play” Author Environment
The Reality of Author ROI
It’s a tough pill to swallow, but no matter what you write, you’ve gotta invest in advertising. Unlike some industries with huge profit margins, authors often work with much tighter budgets. Think about it: a t-shirt might cost $5 to make and sell for $20, but a book sold online might be priced much lower. When you only make a few dollars per book, every penny counts when it comes to marketing.
To illustrate, let’s look at an example.
| Item | Cost to Produce | Selling Price | Profit |
|---|---|---|---|
| T-shirt | $5 | $19.99 | $14.99 |
| Indie Book | $1 – 2 | $2.99 – 9.99 | $1.99 – 7.99 |
Keeping Costs Low
The trick is to keep your advertising costs manageable so you can actually earn a profit. If you’re paying a dollar for someone to click on your ad, but your book only costs $0.99, you’re losing money! It’s a balancing act.
Are you running a promotion for the first book in your series and offering it for free? That’s great, but don’t go overboard on ads! A high cost-per-click (CPC) just isn’t worth it.
Ditch the Suggested Bid
Whatever you do, never use the suggested bid in Amazon Ads (AMS). Seriously, don’t do it. Amazon suggests this amount because it benefits them, not you. They want you to spend as much as possible! I’ll be sharing tips and tricks for AMS ads later, so stay tuned.
Beyond Book Sales: What’s the Real Cost?
It’s easy to get caught up in the excitement of seeing book sales, but you need to look at the actual cost of each sale, not just the revenue. Did you spend $20 on ads to make a $15 sale? Probably not a great investment.
This applies to all your sales, including direct sales. Use a simple profit/loss calculator to track your spending and earnings, so you can see if your ads are truly paying off.
Scaling Your Ad Spend
As your income grows, you can invest more in ads, but it’s important to adjust your expectations. A 50% ROI is great when you’re spending $1,000 and making $2,000. But what if you’re spending $10,000? The ROI might be different, and that’s okay as long as you’re still growing.
Demystifying Digital Ads for Authors
What Are Digital Ads?
Digital ads are simply ads that you pay to have delivered on various platforms. Think TikTok, Facebook, Instagram, YouTube, and more. If you see an ad on your phone, tablet, or computer, it’s a digital ad.
Even things like BookBub ads and newsletter promotions (like Written Word Media or The Fussy Librarian) count as digital advertising.
The Power of Digital Ads for Authors
Why are digital ads so effective for authors? They offer:
- Controlled Targeting: Reach the readers most likely to enjoy your books.
- Potential for Scaling: Increase your reach as your budget allows.
- Low Cost for High Reach: When done correctly, you can reach a large audience without spending a fortune.
- Control: You decide where, how, and when your money is spent.
Why Start with Facebook (Meta) Ads?
If you’re new to digital advertising, Facebook (Meta) ads are a great place to start. They’re relatively inexpensive and allow you to send traffic to your book’s page on Amazon, Apple, Kobo, or wherever you choose.
For example, a Facebook ad can direct readers to a specific retailer, like Amazon or Apple Books, or to your website:
[Facebook Ad] –> [Your Website/Amazon Page/Apple Books Page]
This flexibility is a huge advantage over platform-specific ads like Amazon Ads, which keep you confined to Amazon.
The Challenge of Retailer Pages
Here’s a potential problem: Retailers are trying to sell everything, which can make it hard to keep potential readers focused on your book. Your goal is to grab their attention and convince them to stay on your page long enough to buy your book.
Setting Up Your First Facebook Ad Campaign
Essential Facebook Ad Account Settings
Before you start running ads, you’ll need to set up your Facebook ad account:
- Connect your account to a business suite or personal profile.
- Add a payment method.
- Link to a Facebook page (ads cannot be run from a personal profile or group).
Choosing the Right Objective
When setting up your ad, Facebook will ask you to choose an objective. Two options are best for authors:
- Traffic Ads: These are the cheapest option and are ideal for sending traffic to your book’s page on Amazon or other retailers.
- Conversion Ads: These are best for direct stores with higher-priced items (think bundles or box sets). They typically have a higher cost per result (around $10), so only use them for items priced higher than $19.99.
Conversion ads don’t work well for sending traffic to Amazon because you can’t install a Facebook pixel on your Amazon page to track conversions.
Targeting the Right Audience
While Facebook’s “Advantage Plus” (automatic) audiences might sound tempting, they’re not recommended for beginners. They require a trained account and some manual guidance. Instead, provide specific guidance by:
- Specifying the age group and gender of your ideal reader.
- Targeting interests related to reading and your genre. For example, “Fiction Books,” “Kindle Readers,” or “Goodreads.”
Don’t make the mistake of targeting broad interests that aren’t specific to readers. For example, targeting “Women’s Magazine” for a cozy mystery is unlikely to be effective.
Budget and Schedule
Your budget and schedule should align with your goals. Are you running a free promotion for the first book in your series? Are you advertising a reader magnet or a box set? Start small, with $5-10 per day, and have a plan for scaling up if your ads perform well.
Remember, ads should never be thrown at the wall without a strategy. Have a clear goal and a plan for how you’ll achieve it.
Crafting Effective Ad Creatives
The Power of Cohesive Messaging
The message in your ad must match the content on your landing page. If your ad promises a thrilling adventure, but your Amazon page focuses on romance, you’ll have a disconnect.
Your ads might do their job, but your landing page will fail to convert visitors into buyers.
Strong Call to Action (CTA)
Your call to action is what tells people what to do after seeing your ad.
- Button CTA:
- “Shop Now”: This implies an intent to purchase.
- “Learn More”: This is better suited for subscriptions like Ream, Patreon, or Kickstarter.
- Ad Copy CTA:
- Use phrases like “Binge Now” to create a sense of urgency and appeal to readers who love to binge-read.
Optimizing Your Ads for Success
Tracking Ad Performance
You don’t need to be a data analyst to understand your ad performance. The key metrics to watch are impressions, clicks, and conversions.
While attribution links have limitations, they can be useful