{"id":205477,"date":"2022-03-14T09:00:00","date_gmt":"2022-03-14T14:00:00","guid":{"rendered":"https:\/\/www.draft2digital.com\/blog\/?p=205477"},"modified":"2022-07-08T12:25:59","modified_gmt":"2022-07-08T17:25:59","slug":"the-best-advertising-investments-for-indie-authors","status":"publish","type":"post","link":"https:\/\/draft2digital.com\/blog\/the-best-advertising-investments-for-indie-authors\/","title":{"rendered":"The Best Advertising Investments for Indie Authors"},"content":{"rendered":"\n<p>They say you have to spend money to make money\u2014but that old chestnut is missing a crucial word. Really, it should say that you have to spend money <em>wisely <\/em>to make money. Not all advertising investments are created equal, and <a href=\"https:\/\/www.draft2digital.com\/blog\/everything-you-need-to-know-about-indie-author-marketing\/\">indie author marketing<\/a> is no exception.<\/p>\n\n\n\n<p>There are plenty of ways to spend money as an indie author: formatting, cover design, editing, proofreading \u2026 And all of that is just about product quality, never mind actually <em>selling <\/em>the finished book. Marketing can give you some of the best bang for your buck, because even the highest-quality product won\u2019t sell a single copy if readers can\u2019t find it.&nbsp;<\/p>\n\n\n\n<p>Spending money on advertising isn\u2019t like buying food or clothes. An expensive meal will fill you up just as well as a cheap one, and either way, you\u2019ll be hungry again tomorrow. It\u2019s an endless cycle.<\/p>\n\n\n\n<p>Spending money on marketing is more like investing. Every dollar you spend should gain you more than a dollar back in the long run. The goal is to attract readers who buy your books and tell their friends, attracting more readers and netting you more money than you spent on marketing in the first place.<\/p>\n\n\n\n<p>By the way, if you\u2019re early in your career or operating on a shoestring budget, you can market your books for free. (See our blog post on <a href=\"https:\/\/www.draft2digital.com\/blog\/3-free-marketing-strategies-for-indie-authors\/\">free indie marketing strategies<\/a> for details.) But spending a bit of money in the right places can help get your books in front of new readers you might not otherwise reach.<\/p>\n\n\n\n<p><strong>Without any further ado, here are the best advertising investments for indie authors.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Promotions and Advertising<\/h2>\n\n\n\n<p>This category is the biggie. It\u2019s the one we get the most questions about, and we\u2019ll say up front that there\u2019s a steep learning curve on many of these platforms. There\u2019s a lot to learn\u2014more than we have space and time to dig into here\u2014so we\u2019ll keep things high-level. For a deeper dive on all kinds of ads, check out the <a href=\"https:\/\/www.facebook.com\/groups\/20Booksto50k\/\">20Booksto50K<\/a> or <a href=\"https:\/\/www.facebook.com\/groups\/wideforthewin\/\">Wide for the Win<\/a> Facebook groups. You\u2019ll find a wealth of information from working authors that gets constantly updated with firsthand experience and advice as the landscape of marketing changes.<\/p>\n\n\n\n<p>For now, here\u2019s what you need to know. There are many platforms eager to promote your books, from Amazon and Facebook to reader-centric sites like BookBub.<\/p>\n\n\n\n<p><strong>There are three main outlets for targeted ad campaigns:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Book sites<\/li><li>Social media platforms<\/li><li>Retailers<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Book sites<\/h3>\n\n\n\n<p>These sites allow authors to promote books based on genre or subgenre. Readers sign up for lists, giveaways, or ad material based on their interests. The benefit of these sites is that they\u2019re trafficked by readers who have already expressed interest in your genre or subgenre, so you know you\u2019re reaching an engaged audience.<\/p>\n\n\n\n<p>The most popular book sites for authors are:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.goodreads.com\/\">Goodreads<\/a><\/li><li><a href=\"https:\/\/www.bookbub.com\/welcome\">BookBub<\/a><\/li><li><a href=\"https:\/\/www.freebooksy.com\/\">Freebooksy<\/a><\/li><li><a href=\"https:\/\/www.bargainbooksy.com\/\">Bargain Booksy<\/a><\/li><\/ul>\n\n\n\n<p><a href=\"https:\/\/www.draft2digital.com\/blog\/the-top-10-tips-to-get-a-bookbub-featured-deal\/\">BookBub\u2019s Featured Deals<\/a> are the Mount Everest of book promotions. They have the most cachet because they consistently produce high returns on investment and have sent several authors soaring up bestseller lists. But competition for these spots is fierce, so you can\u2019t just buy one; you have to apply. If you haven\u2019t succeeded yet, keep trying!&nbsp;<\/p>\n\n\n\n<p>For book sites with less traffic (and therefore less competition), look at book club sites like <a href=\"https:\/\/www.readerscircle.org\/promote.php\">Reader\u2019s Circle<\/a> and <a href=\"https:\/\/www.readinggroupguides.com\/\">Reading Group Guides<\/a>. These sites allow authors to list their books for consideration by book clubs searching for their next read.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Social media platforms<\/h3>\n\n\n\n<p>All of the big names in social media have advertising options for authors:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Facebook<\/li><li>Instagram<\/li><li>Twitter<\/li><li>Pinterest<\/li><li>TikTok<\/li><\/ul>\n\n\n\n<p>As with all platforms, social media comes with pros and cons. On the plus side, they cast a much wider net than book sites. Nearly everyone is on at least one social media platform, so with enough ad spend, you could theoretically reach \u2026 Well, just about everyone. But that pro is also a con, because lots of those people probably aren\u2019t readers.&nbsp;<\/p>\n\n\n\n<p>The more sophisticated ad platforms (like Facebook\u2019s) will let you select a very specific group of ad recipients, which makes the process more targeted but also more challenging. Social media campaigns come with so much nuance that indie authors like <a href=\"https:\/\/learn.selfpublishingformula.com\/p\/adsforauthors\">Mark Dawson<\/a> have created entire courses around how to run them well.&nbsp;<\/p>\n\n\n\n<p>The learning curve for social media ads is steep, so before you invest, it\u2019s worthwhile to take a course or hire an experienced professional to help. <a href=\"https:\/\/kindlepreneur.com\/facebook-ads-for-books\/\">Kindlepreneur<\/a> has a free course on Facebook ads with a lot of great info.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Retailers<\/h3>\n\n\n\n<p>Pay per click or per impression on retailers like Amazon and Barnes &amp; Noble to put your book in front of shoppers. You can select the types of readers you want to target\u2014for instance, by targeting searches for comparable authors\u2019 work\u2014and direct ads toward those groups. You also get the benefit of putting ads in front of people who are already shopping and therefore more likely to buy something.<\/p>\n\n\n\n<p><strong>Amazon Marketing Services (AMS)<\/strong><\/p>\n\n\n\n<p>AMS is the most widely-used retailer ad platform. It\u2019s the tool behind those \u201cSponsored Products\u201d you see when searching for anything on Amazon. And yes\u2014they\u2019re available to indie authors for both ebooks and paperbacks. AMS campaigns allow you to run multiple versions of an ad at once, so you can do a bit of A\/B testing to determine what strikes a chord with readers and what doesn\u2019t.&nbsp;<\/p>\n\n\n\n<p>Dave Chesson has put together a whole host of resources in his <a href=\"https:\/\/courses.kindlepreneur.com\/courses\/AMS?affiliate=kpreneur\">free AMS course<\/a>, which is well worth a look for anyone trying to run an effective AMS ad campaign.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Giveaways<\/h2>\n\n\n\n<p>One way to make a significant impact with a small investment is to give away free copies of your book. You can offer freebies through a <a href=\"https:\/\/www.goodreads.com\/giveaway\">Goodreads Giveaway<\/a> or book sites like BookBub, Freebooksy, and Bargain Booksy. You can also allocate some budget to sending free copies of your book to online influencers who specialize in your genre and will talk up your book to their followers. (Just be sure to reach out first to see if they accept these kinds of submissions.)<\/p>\n\n\n\n<p>Permafrees, or permanently free books, are essentially a long-term giveaway\u2014and an excellent subject for ad campaigns. A common strategy is to direct your advertising dollars at a free first-in-series book. The goal, of course, is to hook readers so they\u2019ll recommend you to their friends and read through your series once they\u2019ve devoured Book One.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Book Reviews<\/h2>\n\n\n\n<p>Great reviews are one of the best ways to attract new readers. While reviews on high-traffic platforms like Amazon and Goodreads are essential, it\u2019s a good idea to pursue reviews on book blogs and trade publications, too.<\/p>\n\n\n\n<p><a href=\"https:\/\/independentbookreview.com\/\">Independent Book Review<\/a> publishes reviews for small press and self-published authors only. Anyone who isn\u2019t traditionally published with a major publishing house can submit for free, or you can pay a small fee to move your book to the top of the review queue with an <a href=\"http:\/\/independentbookreview.com\/editorial-book-reviews\/\">editorial book review<\/a>. You might also get some blurbs to use in your ads or on your back-matter.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Collaborations<\/h2>\n\n\n\n<p>Teaming up with other authors writing in your genre is a great way to maximize your ad spend. With ebooks, it\u2019s easy to put together anthologies or virtual box sets\u2014especially with <a href=\"https:\/\/www.draft2digital.com\/blog\/interesting-uses-for-d2d-payment-splitting\/\">Draft2Digital\u2019s payment splitting<\/a> functionality. Collaborations let you leverage other authors\u2019 email lists, and they yours. Every author involved reaches a broader pool of readers and can share the cost and effort of marketing. It\u2019s an all-around win!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>There you have it\u2014the best ways to spend your marketing dollars as an indie author. Share your greatest marketing successes in the comments below!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>They say you have to spend money to make money\u2014but that old chestnut is missing a crucial word. Really, it should say that you have to spend money wisely to make money. Not all advertising investments are created equal, and indie author marketing is no exception. There are plenty of ways to spend money as [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":205565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[756,469],"tags":[559,158,178,47,237,236,541,48,284],"table_tags":[],"class_list":["post-205477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-author-essentials","category-author-how","tag-ads","tag-advertising","tag-amazon","tag-author-marketing","tag-bookbub-ads","tag-facebook-ads","tag-goodreads","tag-indie-author","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Best Advertising Investments for Indie Authors - Draft2Digital | Blog<\/title>\n<meta name=\"description\" content=\"There are lots of ways to spend money on indie author marketing. 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