Stop Wasting Money! How to Target the Right Readers for Your Book Ads

Are you pouring money into ads, but nobody’s buying your book? You’re not alone! Many authors make the mistake of throwing cash at ads without pinpointing the right audience. This post will teach you how to find the readers who are most likely to devour your books, so you can stop wasting money and start boosting those sales!

Why Targeting Matters: The Foundation of Book Sales

The Core Problem: Ads Aren’t Working?

It’s frustrating, isn’t it? You’ve got a fantastic book, a killer cover, and an ad that you think is amazing. But the sales just aren’t there. The problem? You might be showing your ad to the wrong people.

Fundamental Truth: Know Your Reader

Whether you’re selling books, movies, or even shoes, knowing your audience is essential. If you don’t know who your ideal reader is, you’re going to struggle to sell books. It really is that simple.

The Power of Conversion

Conversion is everything in marketing. Think of it this way: if you’re sending your ad to people who aren’t interested in your genre, your conversion rates will be super low. But when you target the right people, the ones who are already looking for books like yours, that’s when conversion starts to climb, and you’ll finally see a return on your investment.

The Perfect Ad, Wrong Audience = No Sales

You can have the snappiest ad copy, the most eye-catching cover, and a blurb that’s pure gold. But if it lands in front of the wrong eyeballs, it won’t translate into sales. For example, romance readers generally don’t buy science fiction (unless it’s romance science fiction, of course!). Cozy mystery fans usually aren’t looking for dark thrillers, and they might not be interested in non-fiction.

Think Like Your Readers

Put yourself in their shoes. What books do your readers already love? Which authors are writing books similar to yours that readers are obsessed with? Start there!

3 Common Marketing Mistakes (and How to Fix Them)

Mistake #1: Targeting Too Broadly

Think of targeting like casting a net. If the holes in the net are too big, all the fish swim right through!

• Example: Just targeting “Romance Readers” is way too general.
• Explanation: Even if someone loves romance, they might not like all romance subgenres. Someone into contemporary romance might not enjoy historical romance, and vice versa.
• The Fix: Don’t just target “fiction readers”—that’s essentially useless! You need to really niche down and figure out exactly what your readers like and don’t like.

Mistake #2: Targeting the Wrong “Comp” Authors

Okay, let’s talk about “comp” authors. “Comp” is short for “comparison.” Comp authors are authors who write books that are similar to yours in terms of genre, style, and audience appeal. Targeting the wrong ones is a recipe for disaster.

• Example: Just because your book has a hint of romance doesn’t automatically mean you should target Colleen Hoover’s readers.
• Another Example: Writing Western thrillers doesn’t automatically mean you write like Linda Lael Miller.
• The Fix: Make absolutely sure your chosen comparison authors actually write books that are genuinely similar to yours.

Mistake #3: Assuming All Readers Buy Books the Same Way

This is a big one! We all have our own reading habits, right?

• Explanation: Some readers are all about Kindle Unlimited. Others only read physical paperbacks. Some follow bookish influencers and only buy special editions. And some are audiobook fanatics.
• The Fix: Don’t limit yourself to just one format (like eBooks only). Consider all the ways readers consume books. The more options you offer, the more readers you’ll reach.

Actionable Step: Find Your Comps

Time to get to work!

• Identify 3-5 “comp” (comparison) authors.
• What makes their audience unique? Why would their readers enjoy your stuff?
• Find the similarities between your book and theirs.
• Important: This does not mean copying! You’re not trying to rip off another author. You’re simply identifying shared interests and tastes.
• Analogy: It’s like being given a box of crayons and being asked to find all the yellow ones. You’re looking for the common thread.

How to Find Your Ideal Readers: A Step-by-Step Guide

Step #1: Research Your Genre’s Best Sellers

First things first, you need to know where your book fits in the market.

• If you already know your genre and subgenre on Amazon, fantastic! If not, do some digging and find the closest fit.
• Example: Let’s say you write Cozy Noir Thrillers. Do you focus more on the “cozy” aspects, the thrilling suspense, or the dark noir elements? Pick the one that best represents your book.
• Now, head over to Amazon, Goodreads, and BookBub. What books are readers obsessed with in that genre?
• Read the reviews! What do readers love? What do they hate? Make absolutely sure you’re not making the same mistakes readers are complaining about!

Step #2: Look at Where Readers Hang Out

Where does your target audience spend their time online? This is crucial intel!

• Are they active in Facebook groups dedicated to your genre? Are they sharing book recommendations on TikTok? Are they debating plot twists on Reddit? Maybe they’re building fan communities around specific authors or series.
• Believe it or not, some readers are still on Snapchat. Others are constantly Tweeting (or X-ing?).
• Who are they following on social media? Which bookish influencers do they trust?
• What words do they use to describe the books they love? Do they call them “page-turners?” Are they “unputdownable?” Do readers say they “binged” them in one sitting?
• The Fix: If you can figure out their language and where they hang out, you’re already way ahead of the game.

Step #3: Use Audience Insights and Reader Data

Okay, I know, data can sound intimidating. But trust me, it’s your friend!

• Why this is important: Data isn’t scary! It’s just numbers that tell you who your audience is, what they like, and how to reach them.
• Facebook Audience Insights: This tool lets you see who follows your comp authors.
  • Examples: Check out the Facebook pages for authors like Rebecca Zanetti, Nora Roberts, or E L James. See how many followers they have, where they’re located, and what other interests they have.
• BookBub Ads Dashboard: Test targeting by author name. Yes, it might cost a bit more, but it can be worth its weight in gold to find the right audience.
  • Example: One author discovered that their books resonated well with Deborah Caperton’s readers, even though they initially thought Elena Johnson was a better fit. You never know until you test!
• Amazon Ads Keywords: Dive into the search terms that readers are using. This will give you incredible insights into what they’re looking for.
  • Run an auto ad on Amazon. Let Amazon do the work for you! It takes about 6-5 days and spits out a spreadsheet packed with search terms and books that Amazon uses to run your ads.

Actionable Step: Know Thyself (and Thy Reader)

Time to put it all together.

• Pick one research method from the list above.
• Write down three things you learned about your ideal reader.

Test and Refine: The Ongoing Journey to Find Your Audience

Finding Readers is a Process

This isn’t a one-and-done deal. Finding your ideal audience is an ongoing journey of discovery.

• It’s not a one-time thing you check off your list.
• Start small, test your assumptions, and adjust your strategy as you learn more. This is key to long-term success.

Don’t Assume You Know Your Audience

Even if you think you know who your readers are, always be willing to test that assumption.

• Test different targeting strategies and see what resonates.
• Example: One author thought they were writing for young adults, but discovered that their biggest fans were actually women in their 30s and 40s.

Small Budgets, Big Insights

You don’t need to spend a fortune to gather valuable data.

• Use small ad budgets ($5-$10 per day) to test different audiences before you start scaling up your campaigns.
• Stick with a standard blurb and cover image while you’re testing. This helps you isolate the impact of your targeting.

Actionable Step: Put It to the Test

Let’s get practical.

• Test one new audience targeting strategy this week.
• Try it out in AMS ads, BookBub, or Facebook.
• Important Reminder: Boosting a post is not the same as running a targeted ad campaign.

Bonus: Get Expert Help

Want to skip the trial and error?

• The “Targeting the Right Readers” course walks you through the entire process of finding, refining, and reaching your perfect audience. Check out the course here!
• It covers both AMS and Facebook advertising.
• The course includes ready-to-use spreadsheets with audience information for multiple subgenres.

Call to Action

I want to hear from you!

• What’s your biggest struggle when it comes to finding the right readers? Share your challenges in the comments below!
• Consider joining our free Facebook group for more discussions and support.
• And don’t forget to like this post, subscribe for more tips, and share it with your fellow authors. Success is always better when it’s shared!

In conclusion, remember that effective book marketing is about more than just creating a great product; it’s about connecting that product with the right audience. By avoiding common targeting mistakes, researching your genre, and continuously testing and refining your strategies, you can ensure that your books land in the hands of readers who will love them.