Facebook ads for book marketing

It’s not an uncommon situation to run into when you start advertising books on Facebook that you get a lot of clicks but no sales. The hard part, though, is getting those clicks to turn into sales. And if that doesn’t happen, how you can fix it?

There can be dozens of reasons why people might click on your ads but not buy. Most of the time, it’ll be a combination of several of these:

  • Your cover is not right;
  • Your blurb doesn’t grab the attention of the readers;
  • Your book doesn’t have enough social validation (i.e. reviews);
  • Your price is too high;
  • You’re not advertising to the right people/demographics;
  • Your Amazon page doesn’t reflect the promise of your ad.

You’ll notice that all these things are not unique to Facebook ads: they’ll negatively impact the performance of any marketing you do for your book. What happens with Facebook, however, is that it magnifies these issues. And it does so because…

Facebook optimizes for clicks

If you run ads straight to your retailer pages (e.g. Amazon page), which is what most authors do, you can only run Traffic campaigns — that is, campaigns aimed at getting your ads the highest number of clicks

This is what we call “optimizing for clicks”, and in simpler words, it means the only thing Facebook will focus on is getting lots of clicks on your ads, at the lowest cost. For that, Facebook will identify the people, within your target audience, who are most likely to click on your ad. But here’s the catch: these aren’t necessarily the people most likely to buy.

In a nutshell, that’s why, if you run into any of the issues above, you’ll get a lot of clicks and no sales. And even when everything looks right on paper, some books just don’t convert Facebook ads traffic into sales very well.

Hat tip – Reedsy.com

Some of you might find this free guide to marketing from Book Marketing Tools useful. You can download it here.

Digital marketing

Book Marketing Costs

Once a book is published, you have to market it to get the word out — but that doesn’t mean it needs to be expensive!

Cambria Publishing provides a limited amount of free promotion and some paid for marketing to authors who publish their books with us as well as selling them online through our eCommerce shop.

Free marketing

  • Social media posts to Facebook, Instagram and Pinterest
  • Inclusion in Nielsen book database
  • Inclusion in Ingram trade newsletter
  • Full page in our eCommerce shop
  • Promotion as features in newsletters
  • Notifications to National Libraries

Paid for marketing available

  • Ingram trade advertising
  • Amazon promotion
  • Pinterest promotion
  • Facebook advertising
  • Nielsen Book2Look digital marketing

Self marketing

Some authors also choose to spend independently on their marketing campaigns.

Here’s a selection of book marketing techniques and how much they cost, so you can decide which path(s) to take. You can also hire a marketing professional to do all this for you if you’d prefer to focus on writing. However, keep in mind that it’ll be a lot cheaper to do it yourself.

5 low-cost marketing tactics

1. Promote on social media. Advertise your book on Twitter, Instagram, and any other social accounts you may have. This is particularly effective if you already have a large following! Use plenty of hashtags and try to get other “bookfluencers” to promote you. Cost: free!

2. Market through your blog and mailing list. Similarly, if you have readership on your blog or through a mailing list, you can promote your book there too. The costs are more variable here, depending on your platforms, but we’ll give you some ballpark lower-end numbers. Cost: £50/year for a website on Squarespace or Wix, £9.99/month for a Mailchimp subscription.

3. Facebook advertising. You can run targeted ads on Facebook to people who have indicated an interest in your subject matter. Be warned, however, that the expenses can really rack up. Cost: at least £5/day.

4. Price promotions on Amazon. Many self-publishing authors go through Amazon KDP, and if you enroll in KDP Select, you can do price promotions on your book to attract readers! Cost: free, but your ebook must be Amazon-exclusive for 90 days.

5. Other third-party promotions. Contact book review blogs and promotional services to get other people to spread the word! Book review blogs take free submissions, but most book promotion websites involve some sort of fee. Cost: $0 for a review, $5-$50 for a promotional listing.

Digital Book Marketing Service

Cambria Publishing can now offer its authors ‘Book2Look’ the most advanced digital marketing tool for publishers providing “look inside” functionality to bring your books to life. 

Nielsen Book2Look is a state of the art digital marketing tool which enables your books’ promotional material to be shared digitally. Promote your titles via social media and across the web, allowing a whole new audience to discover your books. Each Book2Look biblet is a streamlined digital presentation of the book which includes features such as readable excerpts, unlimited audio and video clips, multi-format shop links, reviews, book description and much more.

Check out the slide show below that explains its many features.

Photo by Elio Santos on Unsplash

Contact us if you want to know more about or take advantage of this service.

Goodreads: Promoting your book

As part of our series on helping authors market their books, this article is about GoodReads.

The Goodreads Author Program

Become a Goodreads Author

The Goodreads Author Program allows published authors to claim their profile page to promote their book and engage with readers. Once verified, an author profile will include the official Goodreads Author badge, which can be used to tell fans to follow on Goodreads.

Benefits of Claiming a Profile Page

Manage Your Profile

Update your profile picture, write your bio, and fix your book listings—by joining the Goodreads Author Program you’re able to keep the information about yourself up-to-date.

Promote Your Books

Run a giveaway, connect your blog, advertise your books—the Goodreads Author Program gives you access to the marketing tools you need to build buzz around your books.

Interact with Readers

Take questions from readers using Ask The Author, write reviews, and show off your taste in literature. Readers love to learn what books their favorite authors are reading!

Claiming Your Profile

To apply for the Author Program, you can follow these steps when visiting the desktop version of Goodreads:

  1. Sign in or create an account, and then search for your most popular book via ISBN, ASIN, or title.
  2. On the book, click on your author name. Scroll to the bottom of your author profile page.
  3. Click “Is this you? Let us know!” to complete and submit the application.

Already a Goodreads Author? Learn how to use the Author Program effectively on Authors & Advertisers Blog.