How to Use Facebook Ads for Book Marketing

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Is Facebook advertising the best way to boost your book’s online visibility?

With over 1.69 billion users, your future readers are likely active on Facebook daily. That’s why authors who want to market their books online can no longer ignore this social behemoth. Do you know that you can run a Facebook ad and reach readers based on their characteristics and preferences? The more you know about your readers, the easier it would be to evoke your desired response (a share, an inquiry, or a sale) with an ad.

If you are not sure who might want to read your book, Facebook has advanced tools that give you useful insights into a potential market. For instance, you can start with an assumption about who might like your books. Then, you can validate your educated guess by checking the responses that your ads received.

Ideally, your most responsive users will become your core followers. You can then expand your list by marketing to their network – their friends, family, and workmates. Facebook Ads also has a feature called Lookalike Audience, which you can use to show ads to users with characteristics similar to your current fans.

Pull Readers in with Magnetic Facebook Ads

Promoting your book on Facebook is like showing your ads to a drunk person. So, think about how you can captivate a distracted audience with words, pictures, or videos. Spend some time thinking about what will grab the attention of people you want to connect with.

If you don’t have any experience creating compelling creatives, Facebook offers smart tools you can use for free. For one, you can get some inspiration from Facebook’s Creative Hub, where excellent ads by brands, big and small, are featured regularly. You may even try creating eye-catching visuals, slides, and GIFs with Adobe Spark, Canva, and Biteable. These tools have paid versions that offer more advanced features. 

Don’t have the time or energy to develop your own content? Hire a dedicated social media account manager to help you come up with brilliant ads and run campaigns that convert browsers into buyers.

Types of FB Ads You Can Run

If you decide to give Facebook a try, you can choose from several ad formats to market your book/s: video (for book trailers, stories, or interviews), image (book covers or interior artwork), collection, slideshow, offer, post engagement, event responses (book signing or reading) and more. Most of these ads can be created directly through your Facebook business page. 

Facebook Page admins, for instance, have an option to“Boost” a post (i.e. an image, a website link, or a video) to attract more eyeballs. For as low as $2/day, anyone who owns a Facebook (business) page can show a post to more people for more clicks, likes, comments, or shares. 

Before you start developing ads, it’s smart to read Facebook’s community guidelines. Many pages have been taken down for violating the platform’s policies, so avoid them by following their guidelines. If you do it right, Facebook will reward you by showing your ads to more viewers for less money.

You can also get better results from your advertising efforts if you consistently share posts on your page that users find funny, informative, or helpful.

The Most Important Ad Metric

Facebook is powered by data. If you love looking at numbers or tracking every single metric that Facebook has put in place, you can do so. The beauty of digital ads is that you can measure a campaign’s performance by looking at the numbers. You can check the number of inquiries. You can see how many people clicked your ad.

To make the most of your ad campaign, follow these steps:

  • Define the goal of your ad campaign. When creating an ad campaign on Facebook, you will be asked to choose an objective from three options: Awareness, Consideration, and Conversion. If no one has ever heard about you before, it is a good idea to choose Awareness or Consideration. Then, you can focus your efforts on creating demand and getting people to think about your book.
  • Create visuals or videos that are optimized to get inquiries or orders. Before investing a huge amount of ad budget on a creative, run a test. Facebook allows split testing or A/B Testing creatives to help ad managers identify the video or visual that works best with their intended audience.
  • Read and respond to comments. If a post you boosted for engagement received plenty of comments (inquiries), get the specifics. After responding publicly, you can respond via private messages by clicking the “Message” option in the comment section. Reply to commenters to discover what attracted them to your ad and why.

Explore Facebook ads by creating a page today. Many self-published authors have leveraged Facebook to reach more readers and establish a lasting relationship with them.

Now it’s your turn to see how Facebook Advertising can help you find your next 1,000 readers.