This is a question I get asked all the time. Should an independent author pay for ads? Will that help to boost sales? It’s not an easy decision to make, so let’s explore all you need to know so you can make the choice that’s right for you.
How Advertising Works
The reality is that many people run ads and expect immediate sales. Okay, it’s not unheard of that something like this can happen. But generally, it’s extremely rare.
That’s because advertising, at its core, works in stages, and each stage plays a different role in a reader’s journey. This journey is often called the marketing funnel. And when you understand this, it helps to explain just how advertising works.
Top of the Funnel: Awareness
This is where readers first discover you exist. They’ve never heard of you or your book before, but they spot your ad while scrolling or hear your name mentioned on social media. This is brand awareness. At this point, you’re not selling, you’re simply introducing.
These ads aren’t designed to convert instantly. They’re just planting a seed, and we all know that seeds are the starting point of growth. But that seed needs watering with more touchpoints and more familiarity before it turns into action. That’s why you shouldn’t really expect immediate sales from your adverts, especially if you’re not a well known author. After all, no one buys a book they’ve never heard of. Awareness matters.
Middle of the Funnel: Consideration
When someone has seen your name or book cover a few times, they might start to engage. They might read a sample, check out your website or sign up to your newsletter.
This is where ads can nudge them forward, offering a sneak peek or piquing their interest with a blurb. You’re building trust and deepening the relationship.
Bottom of the Funnel: Conversion
Here’s where sales happen. These ads are for people who are already familiar with your book and just need a final push, such as a review quote, a price promo or a deadline.
These ads can work really well, but only if the reader has already passed through the earlier stages.
Which is why if you jump straight to sales focused ads (Buy now! Out today! Bestseller alert!) without doing the groundwork first, you’re likely to be met with silence.
This all means that advertising isn’t just about pushing a product. It’s about guiding your prospective readers through a journey.
The Long Game
Because advertising, and marketing, is a journey, then it means it has to be a long game. There aren’t any realistic short cuts (not without a lot of luck).
The truth is that the return on investment (ROI) with book ads is rarely quick. Especially if you only have one title out. You might break even. You might not. You might spend £100 and sell two books. But if you really want to give it a go, then don’t just chance it. Don’t say you’ll give it a whirl and roll the dice.
If you’re serious about advertising, then do it properly to give yourself the best possible chance of success.
Advertising works best when you’ve got:
If you’re not prepared to experiment, tweak, test and adjust, over weeks or even months, then you’ll likely walk away thinking that ads don’t work. But it’s just not that simple.
You Don’t Need Ads. You Need a Plan.
My advice, as a marketing expert with more than 20 years of experience and countless qualifications, is that before you spend a single penny on advertising, you need a marketing plan.
You need a plan in place that helps you to identify who your readers are, what makes them tick, and how to build a sustainable marketing engine that doesn’t rely on guesswork.
If that sounds a bit overwhelming, you’ve come to the right place.
The Lindie Marketing Guide exists for this exact reason. It walks you through how to create a real plan. It’s for authors who want clarity, not confusion. And yes, it includes how to decide whether to run ads in a way that makes sense.
Get your copy of the Lindie Marketing Guide and build something sustainable and something that actually works.
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