“Pay to play” has become a common phrase in today’s digital world. Where we once relied on creativity, engagement, and consistency in our posting on platforms like Facebook in the hopes of capturing readers’ attention, more and more sites now demand money for visibility. This includes major players like Facebook, Amazon, BookBub, and TikTok. In this article, the Alliance of Independent Authors (ALLi) explores how to use paid advertising effectively at different stages of your author business.
Beginning Authors: Lay the Foundation for Future Ads
For authors just starting out with one or two books, paid ads often aren’t cost effective.
For example, if you have only one book and spend fifty cents to get a reader to buy it, you’re spending fifty cents for that sale. However, if you have a series of five books and that initial fifty-cent investment leads a reader to purchase all of them, your cost drops to ten cents per book, significantly increasing your return on investment (ROI).
At this early stage of your author business, focus on elements that will support future paid ads.
- A well-crafted cover catches the browser’s eyes.
- Positive reviews and an engaging blurb can convince a potential reader to take the plunge and buy your book.
- A mailing list allows you to keep in touch with your readers, informing them about new releases and promotions, which can drive sales without the immediate need for paid ads.
Most importantly, write more books, ideally in a series. This approach not only builds your portfolio but also ensures that when you do invest in ads, the potential for return is much greater.
Prepare for later advertising efforts by reviewing free educational resources about advertising, especially those specifically targeting authors. Set aside money for paid courses you will take when you have a larger catalog to advertise.
Building a strong foundation for future paid advertising will pay off in the long run.
Emerging Authors: Educate Yourself and Start Slowly
When you’re ready to dive into paid ads, take a course, or thoroughly research how ads work on your chosen platform. Understanding the myriad options available can save you from costly trial and error. Engage your author community to learn from those who have successfully navigated this before you.
Begin with a small budget—Facebook ads, for instance, can run for just a few dollars a day—so you can test what works for you. While following expert advice, don’t hesitate to make adjustments based on your own results; for example, while static images are commonly recommended for Facebook ads, you might find that videos work better for you.
Starting slowly allows you to gather data on what works and what doesn’t without risking large amounts of money. This data is invaluable; it can show you which demographics respond best to your ads, what types of images or copy are most effective, and what times of day your ads perform best. This information can then be used to refine your ads and increase their effectiveness.
As you learn more, you’ll be able to make more informed decisions about where to spend your advertising budget. For example, you might find that Facebook ads are great for reaching a wide audience, but Amazon ads convert better because they catch people when they’re already in a buying mindset. By experimenting with different platforms and strategies, you can find the combination that works best for you.
Check out these ALLi resources for more information:
https://selfpublishingadvice.org/book-advertising-for-indie-authors
https://selfpublishingadvice.org/podcast-amazon-ads
Experienced Authors: Make the Platforms Work for You
Many authors find success with one platform, like Amazon ads, then ignore others. This can be a mistake. The effectiveness of platforms can change over time, and a previously ignored platform might suddenly become valuable. Once you master one platform, start experimenting with another, even if it means returning to a beginner’s learning curve. This strategy will help you either master multiple platforms, enhancing your overall revenue, or find a favorite while providing you with backup options. Continually experiment and build on platforms that offer the best ROI.
As you expand to other platforms, you’ll find that each has its own strengths and weaknesses. For example, Facebook ads might be great for generating interest and engagement, while Amazon ads are more effective in driving sales. BookBub ads can be highly effective for reaching voracious readers, but they can also be expensive and competitive. By diversifying your advertising efforts, you can create a more balanced and resilient marketing strategy.
Analyzing your advertising ROI is crucial. This 2019 interview with Reedsy Chief Marketing Officer Ricardo Fayet on ALLi’s blog offers resources to help with that, including a downloadable spreadsheet: https://selfpublishingadvice.org/analysing-advertising-roi.
Paid ads require learning, time, and money. They can be daunting at first, but with persistence, they can play a significant role in expanding your author business. The key to success is continual learning and adaptation. By starting with a solid foundation, educating yourself, and continually experimenting with new strategies and platforms, you can make paid ads work for you and build a sustainable and profitable advertising strategy that will help you achieve long-term success as an indie author.
By Matty Dalrymple
