Publishing a book and then hoping someone will stumble upon it and buy it will result in very few sales. To be successful you will need to market your book. This is an ongoing process that usually begins before you publish.
One option for marketing is to buy advertisements. There are a variety of places where you can advertise – Amazon, Goodreads, Facebooks, Book/Reader websites such as BookBub, Kindle News Daily and Ereader News Daily (and many more).
Some websites offer you a banner ad at the top of their website or perhaps a listing on their “special” or “deal section.” And some even will include your information in their e-mail newsletter. Other sites will offer advertising based on a Cost-per-Click program. This is where you have an advertisement (sometimes just copy and sometimes with an image) and you only pay for the people who click on the link in your ad.
In April, I chose to pay for adverting to promote my last KDP Select free promo for The Heir to Alexandra. I spent $15 ($5 a day) to appear on Digital Book Today’s website and $15 to appear in E-Reader News Today’s e-mail newsletter and on their website for one day. I feel that the E-Reader News ad, in particular, was especially beneficial and saw the most downloads on the day of my ad. (See all my results here.)
Of course in my instance, I was giving away a book. Advertising for a book in which someone has to part with their hard-earned dollars is quite different. Many people will download a free book if it only slightly interests them. They will not do the same when they must pay for the book. In that case, your ad must hook the reader into purchasing your book.
If you are going to purchase an ad on any of website, I would suggest you research whether this will help you reach your target market of readers. It doesn’t help to just advertise your books to readers. You need to get it in front of those that actually might read your book.
Some websites such as BookBub send out emails to those people who indicated they like a certain genre. So if you write fantasy, your ad will only go to Fantasy readers. (Click here for a review of advertising with BookBub.)
But let’s take a moment and talk about the other method of advertising – Cost-per-Click programs (CPC). Sites such as Goodreads, Facebook, Amazon, and Google all offer this type of program.
The good thing about most CPC programs is generally it is easy to target readers of your book genre. You can even narrow it by location, age, or gender. This means your ad reaches the people most likely to buy your book.
With CPC, you only pay for the ads where someone clicks on your link. Typically, you set a budget of how much you are willing to spend either per day or for the length of your campaign. Most of the places also let you decide how much you will pay per click but be warned in most cases the lower the amount you “bid” the less your ad will be displayed.
And in some cases like Goodreads, they determine how often your ad is shown based on the initial response to your ad. So if no one clicks on it, you get charged nothing but Goodreads won’t show your ad as much. The ads with more clicks in the first few hundred impressions are shown more frequently. Each ad gets a fresh start the next day.
One indie author reported her book was listed at $2.99. When she tried a bid of 10 cents per click, she didn’t get many responses and moved up to 50 cents a click which increased her click-through rate. But to break even on the cost of her advertisement, at least one person out of every four would have to buy her book. In other words, if she didn’t hook a fourth of the readers, she wouldn’t break even and certainly wouldn’t be making money from her advertising effort.
On Facebook, you can run campaigns to promote your page or to sell your book. Here is a link to a report about getting likes (and how it isn’t worth it).
You can, however, run ads to sell your book but many authors have tried this and even when trying to give a book away for free reported that advertising on Facebook didn’t do well.
Just as a note, on July 8, Facebook announced that they updated their cost per click to only include clicks to websites and apps and not include likes, shares or comments.
Amazon offers their Kindle Direct Publishing ads that will promote your book across Amazon and on Kindle E-readers. Campaigns start as low as $100 and are on the CPC plan. Your ads can appear on product pages as well as on the Kindle screen saver or as a banner on the Kindle home screen.
You can also do CPC ads on search engines such as Google, Bing and Yahoo. If you hadn’t noticed, whenever you perform a search, the top results are sometimes from paid advertisers. For tips to writing a Google Ad, click here.
Now I don’t know if any of these CPC ads help sell books or not. But if nothing else you may get some exposure. Remember that often people have to see something multiple times before they take the time to look into it and in the case of looking at books, hopefully make a purchase.
For another author’s opinion on whether pay per click ads work to sell books, click here.