The Ultimate Book Promotion Checklist

A successful book launch isn’t just about writing “The End” – it’s about strategically planning and executing a promotion strategy that puts your book in front of the right readers at the right time. Whether you’re a debut author or a seasoned writer, this comprehensive checklist will guide you through every stage of book promotion, from pre-launch preparations to post-release marketing.

From building your author platform and crafting compelling marketing materials to leveraging social media and organizing launch events, this checklist ensures you won’t miss any crucial promotional opportunities. We’ve also included timing guidelines to help you plan when to implement each strategy for optimal impact.

Remember, effective book promotion isn’t about doing everything possible – it’s about choosing and executing the right strategies for your specific book and target audience. Use this checklist as a flexible framework, adapting it to fit your goals, resources, and comfort level.

Let’s transform your book launch from daunting to doable with this step-by-step guide to book promotion success.

1. Prepare for Your Launch

Setting a strong foundation is crucial for your book’s success. First, you’ll finalize your manuscript, establish your online presence, and create a strategic launch plan. Whether you’re starting from zero or have an existing platform, you’ll learn how to prepare your book and build the audience it deserves. Many of these steps are also included in the Self Publishing Checklist , and depending on where you are in your book’s publication process, you might want to start over there.

1.1 Finalize Your Book

  • Complete Manuscript & Editing
    • Make sure your book is professionally edited and proofread. Upwork is a good place to find people to do this. Do not self-edit! Do not do your own proofreading!
    • This is a good time to employ beta readers if you have them!
  • Do a Competitive Analysis of the Top Selling Books in Your Niche/ Genre
    • Make note of cover design trends, pricing, reviews of bestselling books
    • Follow bestselling authors on social media
  • Finalize Cover Design
    • Invest in a high-quality, genre-appropriate cover.  This is not the place to save money!
    • Ensure any text (title, author name) is easy to read in thumbnails.
  • Do Interior Formatting
    • Format both eBook and paperback/ print-on-demand versions properly.  Use Vellum or Atticus for this.
    • Use consistent fonts, spacing, and design. You want the book to look as professional as possible!
    • Check for any layout or pagination issues in eBook and print proofs.
  • Research Metadata & Keywords
    • Set a clear title, subtitle, and author name. Decide whether to use a pen name or not.
    • Research relevant keywords to improve discoverability. Publisher Rocket can help with this.
    • Choose the most appropriate categories on retail platforms. Publisher Rocket can also help with this. 🙂
  • Perfect Author Bio & Headshot
    • Craft a concise, engaging bio.
    • Take a professional author photo to use across all platforms.

Note:  If you’re still in this phase of your book, go on over to SelfPublishingChecklist.com and make sure you’ve done everything on THAT checklist!  🙂


1.2 Set Up Essential Platforms

  1. Create Your Author Website
    • Your firstnamelastname.com
    • Keep your bio, contact info, blog, and purchase links up to date.
    • This is your hub of internet activity– all roads lead back here!
    • Some great author websites (for inspiration)
  2. Pick Your Email Service (for your Newsletter) 
    • Choose an Email Marketing Platform: Popular options include:
      • MailerLite: Easy drag-and-drop editors, affordable plans.
      • ConvertKit: Built with authors/creators in mind; powerful tagging and automation.
      • AWeber: Long-standing service, strong support, multiple templates.
      • Note:  We no longer recommend MailChimp and here is why.
    • Create a sign-up form on your website and link it to social media profiles.
    • Develop a welcome email sequence to greet new subscribers.
  3. Set Up a Reader Magnet
    • What Is It? A freebie (short story, novella, bonus chapter, or other resource) offered to readers who sign up for your mailing list.
    • How to Deliver: Use your email marketing service’s automation or third-party tools (e.g., BookFunnel, StoryOrigin) to distribute files (ePub, PDF, etc.).
    • Placement: Highlight your reader magnet on your website’s homepage, blog posts, and social media bios—anywhere potential readers can see it.
  4. Create/ Flesh Out Your Social Media Profiles
    • Optimize existing accounts (or create new ones) where your ideal readers hang out (Facebook, Twitter/X, Instagram, TikTok, LinkedIn). You don’t have to use them all, but you do have to be represented.
    • Use consistent branding (author photo, banner images, handle names) to maintain a professional look.
    • Just to reassure you, you don’t have to be everywhere, all the time– just fill everything out, then focus on the one you like the most. We call this the “all, then one” strategy.

Once you’ve set all this up, you’re good to set a pre-order schedule and start sending out ARCs (advanced review copies) to garner advanced reviews.  HOWEVER (and this is a big however), if you have no audience at all and are starting from zero, you will need to stop and do the “follower funnel method” outlined below. This can take six months to a year (or more), but it is absolutely vital for you to have an actual audience to launch your book to. I am not even kidding! Do not rush your book’s launch just because you “want to be a published author.” I understand the impulse, and it is great that you finished your book and want to get it out there, but if you want to be a working author, you have to build a platform. Just putting your book on Amazon isn’t going to cut it, and you don’t want to put in all that work, only to be disappointed.


1.2.1 The Follower Funnel Method (If You Have No Audience)

If you have no existing audience at all, it’s crucial to build a foundational following before moving forward with an aggressive book launch. Here’s a simplified approach often called the “Follower Funnel”:

  1. Identify Your Niche & Audience
    • Clarify who your ideal readers are (genre, demographics, interests).
    • Explore where they spend time online (specific social platforms, forums, etc.).
    • Identify the bestselling authors in that niche
  2. Choose Your Main Platform
    • Pick one social media channel where you’ll consistently engage.
    • Focus your efforts on growing a genuine following there (Instagram, TikTok, Twitter/X, Facebook groups, etc.).
  3. Create Engaging Content
    • Post regularly about topics related to your book or genre (fun facts, snippets, research stories, personal anecdotes).
    • Use polls, questions, and interactive stories to foster engagement.
    • Offer a reader magnet in your profile link to encourage email signup.
  4. Follow the Followers of Bestselling Authors 
    • Send DMs to ask them to become your ARC readers (to read your book for free in exchange for a review)
    • Engage individually and personalize every message. You are looking to make actual connections!

Once you have a baseline of followers and a small but growing email list, you’ll be in a stronger position to execute the rest of your promotional plan.


1.3 Develop a Launch Plan

  • Determine Launch Date
    • Pick a date that allows enough time for advance reviews, final edits, and pre-launch buzz. Do not launch without followers and email subscribers (see above)
  • Set Goals & Budget
    • Clarify what success means to you (sales numbers, mailing list growth, review count).
    • Decide how much you can spend on ads, promotional tools, etc.
  • Assemble a Launch Team
    • Recruit beta readers, early reviewers, and a “street team” (friends, fans, influencers) to share about your book. Now you can see the value in taking the time to build up that audience!!
    • Offer them ARCs (Advance Reader Copies) and remind them to post reviews on launch day.
  • Create a Marketing Calendar
    • Plot all promotions on a timeline, counting backward from launch day.
    • Include social media posts, email newsletters, advertising schedules, and any interviews or guest posts.

2. Advance Review & Buzz Building

Setting a strong foundation is crucial for your book’s success. This is the phase where you’re finalizing your manuscript, establishing your online presence, and creating a strategic launch plan. Whether you’re starting from zero or have an existing platform, you’ll learn how to prepare your book and build the audience it deserves.

2.1 Advance Reader Copies (ARCs)

  • Distribute ARCs
    • Send digital or physical copies to trusted reviewers, influencers, and bloggers.
    • Consider specialized services: NetGalley, BookSprout, BookFunnel, or your own mailing list for distribution.
      • BookFunnel can automate the process of sending secure eBook files to reviewers and offers digital watermarking to discourage piracy.
    • Provide clear instructions on how to leave honest reviews on retailer sites, Goodreads, BookBub, etc.
  • Encourage Early Reviews
    • Use your street team and ARC readers to generate social proof ahead of launch.
    • Collect blurbs or quotes to use in marketing materials.

2.2 Pre-Orders

  • Set Up Pre-Order Pages
    • On Amazon KDP, Apple Books, Kobo, or Barnes & Noble Press, if available for your genre and region.
  • Announce Pre-Orders
    • Share links on social media, in your newsletter, and on your website.
    • Possibly offer exclusive early-bird bonuses (e.g., extra short stories or discount pricing).

2.3 Teaser Content

  • Cover Reveal
    • Post the cover on social media or your blog to generate excitement.
    • Encourage shares and comments by asking questions or running a small giveaway.
  • Sneak Peeks/Excerpts
    • Post brief quotes, short chapters, or behind-the-scenes tidbits on your site or social channels.
    • Use graphics or images to make the teasers more visually appealing.
  • Countdown Posts
    • As launch day approaches, create fun posts counting down the days with interesting facts or quotes from the book.

3. Launch Week Activities

Launch week is your time to shine! In this phase, you’ll optimize your retail presence (online), coordinate email campaigns, run effective social media promotions, and leverage paid advertising to create maximum visibility when your book hits the market.

3.1 Optimize Your Retail Pages

  • Book Description/Blurb
    • Write compelling copy with short paragraphs, bullet points if helpful, and a clear hook.
    • Highlight the main conflict or benefit for the reader.
  • Keywords & Categories
    • Refine metadata for improved discoverability on Amazon and other retailer sites.
    • Use keyword research tools to find relevant, high-traffic terms.
  • Author Central (Amazon)
    • Claim your author page, add bio, author photo, and any additional info.
    • Link all versions (eBook, print, audiobook) under one listing, if applicable.

3.2 Email Blast

  • Personal, Engaging Subject Line
    • Example: “It’s Here! My New Book Launches Today”
  • Launch Announcement
    • Include the book cover, short description, and direct purchase links.
    • Mention any time-limited deals or bonuses.
  • Call to Action
    • Ask readers to leave a review, share on social media, or forward the email to friends.
    • Provide buttons or easy links to do so.

3.3 Social Media Campaign(s)

  • Frequent Updates
    • Post daily (or near-daily) about the launch, including behind-the-scenes details or teasers.
    • Vary your content: videos, graphics, quotes, personal anecdotes, etc.
  • Live Video Sessions
    • Host a launch-day Q&A on Facebook, Instagram, TikTok, or YouTube Live.
    • Encourage viewers to ask questions and comment to boost engagement.
  • Online Launch Party
    • Consider a structured virtual event on Facebook or Zoom with giveaways and interactive elements.

3.4 Paid Advertising

  • Amazon Ads
    • Run Sponsored Product or Lockscreen Ads targeting relevant keywords and similar authors.
    • Monitor performance and adjust bids regularly.
  • Facebook/Instagram Ads
    • Use eye-catching visuals and test different audiences.
    • Keep ad copy concise and targeted.
  • BookBub Ads
    • Target readers by genre, author comps, and device preference.
    • Experiment with different images and messages.
    • These can be expensive, so make sure you have the budget (and the proper setup, cannot emphasize this enough!)
  • Promotional Services/Newsletters
    • BookSends, Bargain Booksy, Freebooksy (if running a free promo), etc., depending on your budget and genre.

3.5 Giveaways & Contests

  • Goodreads Giveaway
    • An option for building awareness and garnering early reviews (though it can be pricey).
    • Decide on how many eBook or print copies to give away.
  • Social Media Contests
    • Encourage likes/shares/comments for a chance to win a signed copy or book swag.
    • Partner with other authors for bigger, cross-promotional giveaways.
  • Cross-Promo Giveaways
    • Collaborate with authors in your genre to broaden your mutual reach.
    • Bundle multiple eBooks or goodies as a collective prize.

4. Ongoing Promotion & Visibility

Whether virtual or in-person, events create meaningful connections with readers. This section guides you through organizing and maximizing both online and offline appearances, from book signings to workshops, helping you create memorable experiences that turn readers into devoted fans.

4.1 Continue Building Reviews

  • Personal Outreach
    • Politely request reviews from friends, family, and early buyers without being pushy.
    • Include a short note in the back of the eBook asking for an honest review.
  • Review Blogs & Bookstagrammers
    • Maintain a list of reviewers interested in your genre; contact them periodically with new releases or updates.
    • Be professional and courteous in all communications.
  • Author Follow-Up
    • Send periodic reminders to your mailing list or social followers about your book and the value of reviews.

4.2 Author Interviews & Guest Posts

  • Podcasts
    • Pitch relevant podcasts in your niche or genre—offer unique angles or topics for discussion.
  • Blogs & Online Magazines
    • Write guest articles or offer interviews that tie into your book’s themes or expertise.
  • Local Media
    • Reach out to local newspapers, radio stations, or TV programs, especially if the book has a regional angle or human-interest story.

4.3 Book Clubs & Readers’ Groups

  • Online Book Clubs
    • Offer free copies or discounts for group reads.
    • Propose a Q&A session via Zoom or a private Facebook group.
  • Local Book Clubs
    • Provide discussion guides or questions.
    • Offer to attend in person or virtually to engage with readers.
  • Library Outreach
    • Donate copies to local libraries.
    • Suggest author talks or workshops (especially useful for non-fiction topics).

4.4 Retargeting & Ongoing Ads

  • Amazon Ads Maintenance
    • Continually adjust keyword bids and refine targeting based on performance metrics.
  • Facebook/Instagram Retargeting
    • Use the Facebook Pixel on your website to show ads to people who visited but didn’t purchase.
    • Serve them fresh creatives or limited-time discount offers.
  • Seasonal Promos
    • Tie campaigns to holidays, cultural events, or timely subjects if relevant to your book.

5. Events & Appearances

Whether virtual or in-person, events create meaningful connections with readers. This phase is about organizing and maximizing both online and offline appearances, from book signings to workshops, helping you create memorable experiences that turn readers into devoted fans. Remember to always be building that email list!

  • Virtual Book Launches
    • Host follow-up events or special readings.
    • Cross-promote with other authors if possible.
  • Webinars or Workshops
    • Great for non-fiction authors to teach concepts from the book.
    • Provide actionable value to attendees, then offer the book for deeper exploration.
  • Online Conferences
    • Look for opportunities to speak at summits or conferences related to your genre or topic.
    • Promote your session, encouraging attendees to buy or review your book.

5.2 In-Person Events (If Feasible)

  • Book Signings
    • Arrange signings at local bookstores, libraries, or coffee shops.
    • Promote the event on social media and through local press if possible.
    • These will usually only happen if you have the ability to bring people in to that bookstore or venue (meaning you have followers and people on your email list).
  • Speaking Engagements
    • Seek out literary festivals, community groups, or specialty clubs related to your book’s theme or genre.
  • Workshops
    • If your book is instructional, host a workshop at a local community center or bookstore.

5.3 Collaboration with Other Authors

  • Joint Signings or Panels
    • Split costs and audiences, creating a more appealing event.
    • Consider thematic matches (e.g., historical fiction authors, romance authors, etc.).
  • Book Fairs & Festivals
    • Share booth fees and cross-promote with fellow authors.
    • Collect email addresses from interested readers and offer them your reader magnet.
  • Cross-Promotions
    • Do newsletter swaps or social media takeovers to expose each other’s audiences to new reads.

6. Long-Term Strategy

Success in publishing is a marathon, not a sprint. Here, you’ll learn how to develop a sustainable author platform through content marketing, brand building, and data-driven decision making. This phase is where you create a foundation for long-term success and prepare for future books.

6.1 Content Marketing

  • Author Blog
    • Post regular updates, writing tips, or behind-the-scenes details of your creative process.
    • Always include a CTA to sign up for your reader magnet or check out your other books.
  • Email Newsletters
    • Continue sending valuable content (writing progress, new releases, personal stories) to keep subscribers engaged.
    • Experiment with frequency and content format.
  • Social Media
    • Maintain a consistent posting schedule, mixing personal insight, writing updates, and reader interaction.
    • Go back to the “follower funnel” method and start messaging people individually

6.2 Build an Author Brand

  • Consistent Branding
    • Use the same headshot and color scheme across platforms.
    • Maintain a cohesive tone in your content—whether formal, casual, witty, etc.
  • Public Speaking
    • Seek additional events to boost your reputation and connect with readers.
    • Share highlights or recordings on your website and social channels.
  • Networking
    • Engage with other authors, editors, agents, and industry professionals.
    • Participate in writing groups or online forums (e.g., Facebook groups, Reddit).

6.3 Track & Analyze

  • Sales Data
    • Monitor trends via retailer dashboards, focusing on spikes and dips to identify cause-effect.
    • Track income sources (Kindle Unlimited page reads, direct sales, audiobook sales, etc.).
  • Review Feedback
    • Look for patterns in reader reviews to see what resonates or could be improved.
    • Use positive quotes in marketing materials and learn from constructive criticism.
  • Platform Analytics
    • Check website traffic, email open/click rates, and social media engagement.
    • Refine your strategies based on what’s working best.

6.4 Plan Future Projects

  • Write Your Next Book
    • Keep momentum going with new releases or content.
    • Share progress updates to maintain interest between books.
  • Series & Spin-Offs
    • If your book is part of a series, start planning the next installment.
    • Consider a spin-off with popular side characters or a related theme.
  • Leverage Momentum
    • Use your existing audience as a launchpad for the next release.
    • Invite them to beta read, join ARC teams, or help name characters.

7. Bonus Tips & Reminders

  • Stay Organized
    • Use project management tools (Trello, Asana, spreadsheets) to keep track of tasks and deadlines.
  • Consistency Over Perfection
    • Marketing is a marathon, not a sprint. Aim to work steadily rather than burning out with sporadic bursts.
  • Experiment & Adapt
    • Try different tactics. Track results. Keep what works, drop what doesn’t.
  • Celebrate Wins
    • Acknowledge milestones (first 10 reviews, reaching a sales goal, finishing a new draft) to keep morale high.

Final Thoughts

Promoting a book is a multi-step, long-term process. By building or funneling in other people’s followers (if you start with zero audience), setting up your platforms (website, newsletter, reader magnet), gathering reviews, scheduling launch activities, and sustaining ongoing efforts, you can maximize your book’s exposure and build a lasting readership. Tailor these strategies to your unique goals and genre, and you’ll be well on your way to a successful book launch—and beyond!

My Amazon KDP Advertising Campaign Strategy for Authors: Don’t Run Ads on Your Books Until You Read This!

I’m hoping I’ve caught you at that pivotal moment before you are running your first ad to your book on Amazon, because what I am about to tell you is going to save you SO MUCH MONEY.

When it comes to book marketing, you really can’t do any better than paid ads on Amazon.  They are cheap (if you do them right), targeted (if you do them right), and can really help your career and your book sales (again, if you do them right).  Amazon ads are not just the best way to advertise Amazon products.  They are absolutely the best way to sell more books.

However, here is my bold and somewhat controversial statement: your book is probably not ready for paid ads.

I know, I know. That’s not what you wanted to hear. But bear with me. I’ve seen countless authors pour money into ads, only to see little or no return. Why? Because their books weren’t set up for success in the first place. Before you dive into advertising, let’s ensure you’re not making some of the most common (and costly) mistakes.

Here are the most common reasons books aren’t ready for ads:

1. You Don’t Have a Reader Magnet / Email Signup Inside Your Book

This is my number one “do not pass go, do not spend a single penny on ads” rule.
One huge problem with the whole self-publishing industry is that no one tells indie authors about the “missing piece” of marketing, which is that you should 100% not be paying for advertising unless you have a means of capturing readers and making them your subscribers. You do that by placing a link (or a QR code) inside your book to a freebie you will give them in exchange for joining your email list. If you do not have that, please stop what you’re doing and get my free book on this very subject. Amazon will take your money any time of the day or night but do not give them that money unless you have this one piece set up. This is how you ultimately win with paid advertising— by using it to build an email list of super fans that will buy all of your books when they come out so you’re not starting over with every launch.

Here’s the reality: when you sell a book on Amazon, you’re selling to their customers, not yours. Amazon is never going to tell you who bought your book or give you access to their information. If you don’t encourage readers to sign up for your email list, you’re throwing away the chance to turn Amazon’s customers into your customers.

Let’s crunch some numbers. Say you get super lucky and your book becomes a bestseller. You sell 25,000 books without a reader magnet. That’s 25,000 missed opportunities to grow your email list. With a strong reader magnet, you could easily convert 25% of those buyers into email subscribers—that’s 6,250 people on your list! A list of that size could help you launch your next book to bestseller status on day one. Without it, you’ll start from scratch every single time.

So, before you invest in ads, set up a reader magnet and link it inside your book. This step is free and invaluable.

2. Your Cover Isn’t Competitive

Your book cover is your #1 advertisement. If it doesn’t look professional or doesn’t meet the standard for your genre, you’re going to lose money.

Take a screenshot of your book cover and compare it to the top 5–10 bestsellers in your niche. For example, when I searched for “shape shifter romance” on Amazon, here is what I found:

My point with this exercise?  If you write shifter romance, your cover should look like this (or better).

What about your genre/ niche? Does your cover stand out in a good way? If not, allocate your ad budget to a professional redesign. Your book’s success starts with its first impression.

3. You Didn’t Do Keyword Research

Keywords are the backbone of Amazon’s algorithm, and if you skipped this step, your ads are likely to fail.

Why?  Because remember those seven back-end keyword boxes you filled out when you uploaded your book? They tell Amazon what your book is about.

Oh, did you not fill those in?  Well, that’s part of the reason no one can find your book, and paid advertising is not going to fix that problem. Paid advertising just makes that problem worse, because without proper keyword research, Amazon’s advertising engine might show your book for completely unrelated searches—wasting your money on clicks from people looking for bat spatulas or garden gloves.

Before you advertise, revisit your keywords using tools like Publisher Rocket or Amazon’s search suggestions. Make sure your keywords align with what readers in your genre are actively searching for. Amazon ads need those keywords to know how to properly advertise your book.

4. You Didn’t Do a Competitive Analysis

Competitive analysis is critical. How does your book stack up against the bestsellers in your genre? If you didn’t do this step, you might not realize that your book is missing the mark in obvious ways. For example, is your pricing way off for your genre/ niche? Is your book much longer/ much shorter than other books in your genre/ niche? Do books like yours only succeed if they are part of a series? If you don’t know the answers to these questions, you didn’t do a thorough enough competitive analysis. Please go back and do that.  Here’s a guide.

Advertising should build on a solid foundation. If your book isn’t competitive, ads will only highlight its shortcomings.

5. Your Book Doesn’t Have Reviews

Reviews are social proof, and they’re essential for converting clicks into sales. If your book has zero reviews (or very few), it’s going to struggle against books with hundreds of glowing ratings.

Spend time gathering reviews before you advertise. Send ARCs (Advance Review Copies) to readers or reach out to reviewers in your genre. Building this foundation will make your ads much more effective. Here’s a whole article/ resource guide about how to get reviews if you don’t have any (or don’t have enough).

__________________________________________________________________________________________________________

If you have made it all the way through this “your book is not ready” gauntlet, are not mad at me yet (chances of this seem pretty low), and you do, in fact, have all of these things in place, then hurrah!  Let’s run an ad.  I always start out with a “general/ automated targeting” ad for the first week, just to see what Amazon thinks my book is about and to see what they suggest.

Let’s go through the setup process together the first time, because I believe Amazon actually WANTS you to rush through the advertising setup for your book. When you rush, they make money. They are counting on the fact that you don’t even want to be paying for advertising (or marketing your book) in the first place, and that you are going to try to get through setting up paid advertising as quickly as possible. 

“Automatic targeting,” in case you don’t know, is when you  tell Amazon “You go ahead and pick the keywords/ products to advertise my book against.”

Here’s why this is a good place to start:

  1. Simplicity: You don’t need to research keywords or analyze competitors right away.
  2. Data Gathering: Automated ads provide insights into which keywords and audiences perform well for your book, which you can use later in manual campaigns.
  3. Cost-Effective Testing: You can set a low daily budget and test how your book performs before investing more heavily.

Step-by-Step Guide to Setting Up an Automated Targeting Ad

Follow these steps to create your first Automated Targeting campaign:

1. Log into Your Amazon Advertising Dashboard and Find Your Book

Here’s an example:  this is my book, “How to Market a Book,” and this is where I would go to run the paid ads for it:

 

 

If your book is in KDP (which I’m assuming it is, since you are trying to learn about paid advertising strategies), click on “Promote and Advertise” as indicated above.  If you’re advertising the Kindle edition, it’s right there on the side.  If you’re advertising the paperback or hardcover, just click on the three little dots, then select “Promote and Advertise.”

 

I’m sure this goes without saying, but I’m going to say it anyway:  if you’re trying to be thorough, you’ll need to start all of the different ad types for each version of your book (and by that I mean Kindle eBook, Paperback, and Hardcover), because each one of those is a completely different book in Amazon’s eyes and each one has its own sales and BSR (bestseller rank).  Many authors choose to just start a set of ads on the Kindle eBook edition just to test the waters.

Here’s the first screen we see after clicking on “Promote and Advertise” for the eBook.  My book is not in KDP Select (the book itself has a whole chapter on why but I won’t bore you with that now), so I’m just picking “Run an Ad Campaign” and selecting the US marketplace.  Annoyingly, you will need to open an advertising account for each of the different markets where you want to run ads for your books, because despite being a multi-billion dollar company, Amazon has not figured out how to streamline this interface.

When I choose “.com” and click the yellow “Create an ad campaign” button, I then see this screen:

Again, not sure why Amazon makes it so annoyingly difficult for us to spend our money with them, but here we are.  You want “Sponsored Products” for the purposes of this example.   The other two options are a little more advanced and shouldn’t really be offered to you at this point, since you are just trying to get over the hump of running your first ad.  So, go ahead and click the blue “Continue” button under “Sponsored Products.”

Great!   Now we are faced with a bunch of other choices.   Hang in there!  We’re going to get through this!

2. Set Your Ad Format and Name Your Ad Group

This box defaults to “custom ad text,” which is weird because that forces you to write ad copy, making it even less likely that you are going to actually launch an ad.   I have tested both and have found absolutely no advantage to doing this, so I recommend you just set it to “Standard ad” and move on.  If you decide you want to test an ad with some custom copy in the future, you can start a new ad for that.

Name your ad group something that is easy to remember.  Yes, this is your very first ad, but if you love paid advertising you’ll be starting a bunch more, so you’ll need to be able to quickly tell them apart.

Next up is the “Products” screen, and if they didn’t select your book already, go ahead and find/ select it.

3. Select Targeting Type

  • When prompted, choose Automated Targeting. This lets Amazon decide which keywords and product pages are most relevant to your book.

4. Set Your Bidding Strategy

  • Amazon will suggest a default bid. Stick with this for now or slightly reduce it to stay conservative.
  • Choose one of the following bidding strategies:
    • Dynamic Bids – Down Only: Amazon lowers your bid if it determines the ad is less likely to convert.
    • Dynamic Bids – Up and Down: Amazon adjusts your bid up or down depending on conversion likelihood.
    • Fixed Bids: Your bid remains constant.

For beginners, Dynamic Bids – Down Only is a safe choice as it helps control costs.

5. Create Your Ad Group

  • Ad Group Name: Use something clear, like “Book Title – Auto Ad Group.”
  • Select the Book: Choose the book you want to advertise from your catalog.

6. Set Your Default Bid

  • Start with Amazon’s suggested bid. If you want to play it safe, you can lower it by 10–20% to control costs during your initial test.

7. Launch Your Campaign

  • Review your campaign settings to ensure everything looks good, then click “Launch Campaign.”

Monitoring Your Campaign

Once your ad is live, monitoring its performance is crucial. Here’s what to watch for:

  1. Impressions: This shows how many times your ad has been displayed. Low impressions may indicate that your bid is too low.
  2. Click-Through Rate (CTR): A good CTR (around 0.5% or higher) means your ad is catching readers’ attention.
  3. Cost-Per-Click (CPC): Monitor how much you’re paying per click. Keep your CPC in line with your budget and profit margin.
  4. Sales and ACOS (Advertising Cost of Sale): ACOS is the percentage of your ad spend relative to sales. Lower ACOS means better profitability.

Tips for Success with Automated Ads

  1. Optimize Your Book’s Metadata: Before running ads, make sure your book’s keywords, categories, and description are optimized. These elements influence where Amazon places your ad.
  2. Set a Realistic Budget: Start small and scale up based on performance. It’s better to spend cautiously while you learn.
  3. Give It Time: Ads take time to gather data. Don’t panic if you don’t see immediate results—let the campaign run for at least 2–3 weeks before making major adjustments.
  4. Analyze and Adjust: Review your ad’s performance weekly. If your CTR is low, consider improving your book’s cover or description to make it more appealing.

Final Thoughts

I’m 99% sure your book is not ready for paid advertising yet, but if it is, starting with an Automated Targeting ad is a smart way to ease into Amazon Advertising. It’s low-risk, beginner-friendly, and provides valuable insights that can guide your future campaigns. By letting Amazon’s algorithm handle the targeting initially, you can focus on learning the ropes and refining your strategy.

Remember, successful advertising is a marathon, not a sprint. Start small, monitor your results, and adjust your approach as you gather data. With time and effort, you’ll be well on your way to reaching new readers and boosting your book’s visibility.

If you’ve fixed your book and have run an initial automated ad, great!  Click here for the next part in the series, the keyword ad. 🙂

 

 

How James Clear’s Email List Turned Atomic Habits Into a Global Phenomenon

James Clear is often celebrated as the author of Atomic Habits, one of the most influential self-improvement books of the last decade. But while the book itself is a masterpiece of habit-building science, what truly propelled Clear to massive success wasn’t just his writing—it was his email list.

Many aspiring authors dream of hitting bestseller lists, landing major book deals, and seeing their work impact millions. But Clear didn’t just rely on the traditional publishing route or social media virality. He built a long-term, strategic foundation for success: an email list that acted as his direct line to an audience of engaged, loyal readers.

The Power of Email: A Platform You Own

Unlike social media platforms, where algorithms dictate visibility, an email list is a direct connection to an audience. Clear understood this early on. Instead of chasing fleeting internet trends, he focused on consistent, high-quality email content that built trust over time.

By the time Atomic Habits was released in 2018, Clear’s email list had grown to over 400,000 subscribers. These weren’t passive followers—they were highly engaged readers who had been receiving his weekly 3-2-1 Thursday newsletter for years. This meant that when his book launched, he had an audience eager to buy, review, and share it—giving Atomic Habits the kind of momentum that no paid advertising campaign could replicate.

Let me just stop here for emphasis.  With 400,000 engaged subscribers, you can basically write your own ticket.  You control your audience, and you can create the life experience you want. That’s every author’s dream, right?!

How James Clear Built His Email List

Clear’s approach to email list growth wasn’t an overnight success—it was a disciplined, long-term strategy that aligned perfectly with the principles in Atomic Habits itself.

1. Writing Consistently Online

Long before his book deal, Clear committed to writing two high-quality articles per week on his personal website. This consistency built a library of valuable content that attracted readers through Google search and social shares.

2. Offering an Irresistible Lead Magnet

Instead of simply saying “Sign up for my newsletter,” Clear gave people a compelling reason to subscribe. His free content was so valuable that readers were happy to exchange their email addresses for more insights. You can learn all about reader magnets right here.

3. Creating a Viral Newsletter Format

His 3-2-1 Thursday newsletter—featuring three short ideas, two quotes, and one question—became a signature part of his brand. It was easy to consume, highly shareable, and encouraged word-of-mouth referrals.

4. Leveraging Word-of-Mouth and SEO

By consistently publishing valuable content and optimizing it for search engines, Clear built organic traffic that converted into subscribers. His long-form, research-backed articles became go-to resources in the self-improvement space.

The Snowball Effect: Email List to Bestseller

When Atomic Habits launched, Clear wasn’t just hoping for success—he had already built the foundation for it. His massive email list allowed him to:

Drive Thousands of Immediate Book Sales – His email audience was primed and ready to buy on launch day, instantly boosting rankings.
Generate Organic Reviews and Word-of-Mouth Buzz – His readers weren’t just passive consumers; they were engaged fans who recommended the book to others.
Create a Feedback Loop for Continuous Growth – With direct access to readers, he could refine his messaging and content based on their feedback.

Today, Atomic Habits has sold over 15 million copies and remains a perennial bestseller. While many factors contributed to its success, Clear’s email list was the key growth engine that turned a great book into a global phenomenon.

The Takeaway: Build Your List, Own Your Audience

James Clear’s success story is a masterclass in the power of email marketing. If you’re an aspiring author, entrepreneur, or creator, the lesson is clear: don’t just rely on social media—build an email list.

While writing a great book is essential, having a direct line to your audience is what ensures it gets into the right hands. Just like Atomic Habits teaches, success isn’t about one big moment—it’s about small, consistent actions that compound over time.

And in the digital world, building an email list is one of the most powerful habits you can develop.

The Rise of Rebecca Yarros: A Publishing Phenomenon #BookTok

The publishing industry is witnessing an extraordinary transformation in book marketing and reader engagement, exemplified by bestselling author Rebecca Yarros’s meteoric rise. Her Empyrean series has revolutionized book promotion and social media marketing in ways that are reshaping the publishing landscape. This success story isn’t just about numbers – it’s about how modern publishing has evolved to embrace digital communities and authentic storytelling in ways that weren’t possible just a few years ago. The industry is learning valuable lessons about how readers discover, share, and connect with books in the digital age.

The Power of Social Media Book Marketing

Scroll through BookTok book recommendations, and you’ll find your feed flooded with passionate readers sharing emotional reactions to Yarros’s latest bestselling fantasy books. This isn’t just traditional book marketing at work – it’s a viral publishing phenomenon that’s transforming how readers discover new books. The authenticity of these reactions sets them apart from conventional marketing approaches – viewers can tell the difference between genuine enthusiasm and manufactured hype. When readers film themselves crying over plot twists or gasping at revelations, they create a powerful form of word-of-mouth marketing that no advertising budget could replicate.

Building a Successful Book Series: The Marketing Strategy

The success of the Empyrean series demonstrates the power of strategic book series marketing. When readers become invested in a fantasy book series, they don’t just follow the story – they become part of a growing book community. This reader engagement strategy has proven more powerful than traditional publishing promotion methods. The key lies in creating not just a sequence of books but an immersive world in which readers can lose themselves in between releases. Fan theories, discussion groups, and shared anticipation for upcoming installments all contribute to a sense of community that keeps readers engaged and eager for more. This community aspect turns each reader into a potential ambassador for the series.

The Rise of Romantasy: A New Publishing Genre

The emerging “romantasy” genre (romance fantasy books) represents a significant shift in book market trends. Yarros has become a leading voice in this genre-blending movement, combining epic fantasy books with romance novels to create stories that appeal to multiple reader demographics. This cross-genre approach has expanded her potential reader base far beyond traditional fantasy book audiences. The genius of romantasy lies in its ability to satisfy multiple reader cravings simultaneously – delivering both the epic scope of fantasy and the emotional intimacy of romance. This combination creates a reading experience that feels both fresh and familiar, attracting readers who might normally stick to just one genre. The success of romantasy has prompted publishers to actively seek out similar genre-blending works, recognizing the untapped potential in these hybrid narratives.

The Future of Book Marketing

What we’re seeing isn’t just a successful book launch – it’s a revolution in publishing industry practices. Yarros’s success demonstrates how modern storytelling combines strategic social media marketing, genre-blending innovation, community-focused book promotion, authentic reader engagement, and multi-platform marketing approaches. This transformation extends beyond just selling books – it’s about creating lasting connections between authors and readers, fostering communities that celebrate storytelling in all its forms. The future of publishing lies not just in the stories themselves, but in how we share them, discuss them, and build communities around them. As digital platforms continue to evolve, successful authors will be those who can balance authentic storytelling with strategic engagement across multiple channels.

The Elements of Success

Because I am a book marketing nerd at heart, I took a look at Yarros’ entire platform and broke it down to see if we could take some lessons and best practices from her.

Here’s a breakdown of the key components of her network:

1. Strong Social Media Presence

  • Active Engagement Across Platforms:
    Yarros maintains a robust presence on platforms like Instagram (1.2 million followers), TikTok (417K followers), Facebook, and Pinterest (she does not participate on Twitter/ X). She uses these channels to share updates about her writing, behind-the-scenes glimpses into her creative process, and personal stories that resonate with her audience. Check out that email signup pop-up on her website!  Fantastic!
  • Visual and Interactive Content:
    Her content often includes book teasers, cover reveals, and interactive posts that invite readers to engage. This mix of visual and interactive content helps her maintain a dynamic connection with her fan base.

2. Community Building and Reader Engagement

  • Direct Communication with Fans:
    Yarros frequently interacts with her readers through Q&A sessions, live streams, and comments on social media. This direct engagement fosters a sense of community and loyalty among her fans.
  • Inclusive Representation:
    By sharing personal anecdotes and addressing themes like representation and resilience (e.g., through characters with real-life challenges), she connects with diverse groups of readers, making them feel seen and valued.

3. Multi-Channel Content Strategy

  • Website and Email Newsletters:
    Beyond social media, Yarros leverages her official website and regular email newsletters to provide in-depth content—such as blog posts, exclusive updates, and curated reading lists—that keep her audience informed and engaged. She even gives away a reader magnet using Bookfunnel. How about that?!
  • Book Clubs and Virtual Events:
    Organizing virtual events, such as book launch parties or online book club discussions, helps her maintain a community atmosphere and creates buzz around new releases.

4. Leveraging Genre Trends and Niche Markets

  • Embracing the Romantasy Genre:
    Yarros has capitalized on the growing popularity of the romantasy genre—a blend of romance and fantasy—by crafting narratives that cater to readers looking for both escapism and emotional depth. This strategic genre focus has attracted a dedicated and expanding audience.
  • Series Momentum:
    With her Empyrean series and other interconnected works, Yarros has established recurring narratives that encourage long-term reader engagement. Fans who invest in one book are more likely to follow the entire series, boosting overall loyalty and word-of-mouth promotion.

5. Professional Branding and Marketing

  • Consistent Visual Identity:
    The design of her book covers, website, and social media profiles reflects a consistent visual and thematic identity, which helps in building a recognizable and trustworthy brand.
  • Strategic Launches and Partnerships:
    Yarros’ platform is also bolstered by well-orchestrated book launches and strategic partnerships with influencers, bookstores, and media outlets. This coordinated effort enhances her visibility and ensures that her releases generate significant buzz.

6. Transparency and Authenticity

  • Sharing Personal Stories:
    By openly discussing her personal experiences and challenges, Yarros creates an authentic connection with her audience. This transparency not only humanizes her but also encourages reader empathy and loyalty.
  • Behind-the-Scenes Access:
    Her willingness to share insights into her writing process and the realities of being an author helps demystify the creative process, making her fans feel more intimately connected to her work.

In Summary

Rebecca Yarros’ author platform is a well-rounded ecosystem that combines active social media engagement, a strong sense of community, strategic content distribution, and consistent branding. By blending personal authenticity with professional marketing and leveraging current genre trends, she has built a platform that not only promotes her work effectively but also fosters a dedicated, engaged, and ever-growing fan base.

Book Promotion Sites: A Guide to Newsletter Promos

Book promotion sites with large email lists of engaged readers (like BookBub, for example) can significantly boost your book’s visibility and sales. Here’s what you need to know about using these platforms effectively.

Understanding Book Promotion Sites

Book promotion sites maintain curated email lists of readers interested in discovering new books, typically at discounted prices or for free. These platforms segment their audiences by genre, allowing authors to reach targeted readers interested in their specific type of book and hopefully gain new readers along the way.

My Usual Disclaimer and Question: Are You Even Ready for Book Promotion?

Before investing in any promotional campaign, ensure your book and network are properly optimized with an effective reader magnet and prominently placed link inside your book that goes to the email signup to get the magnet. The primary goal of these promotions isn’t just immediate sales – it’s building your long-term email list of engaged readers. Without these basic platform elements in place, you’re missing the most valuable aspect of paid promotions: growing your email list for future book sales. You’re trying to gain long-term customers here, not just turn a profit on one book! Seriously– if you do not have a way for people to sign up for your email list, you are not ready to spend money on email book promotions!  Get that piece done right away!

ok, I’m going to trust that you have your reader magnet, email list signup, and website set up properly. Bonus points for a solid onboarding sequence!

BookBub: The Industry Leader

BookBub is the most influential promotion platform, boasting over 10 million readers. While their promotions can cost several hundred to thousands of dollars depending on genre, they offer unparalleled exposure. However, they accept only 10-20% of submitted books, making approval highly competitive. All of us have been rejected multiple times for BookBub deals, so don’t get discouraged!

Key features:

  • Largest reader base in the industry
  • Genre-specific promotions
  • New release promotions available
  • Strict submission requirements
  • Premium pricing structure
  • Really, really hard to get

Seriously though, do NOT pay for one of these deals (even if they do happen to accept you) unless you have that email signup in place. You are more than likely NOT going to sell enough books for a BookBub promo to pay for itself, so exposure and new email signups are the main benefits to shelling out all that money.

Finally, can I just mention that BookBub is so expensive and so powerful SPECIFICALLY because they have 10 MILLION PEOPLE on their email list? If that’s not an argument for setting up your email list properly right now, I don’t know what is.

OK, now I’m going to tell you about a bunch of other websites/ email lists where you can do promos. I will also point you to David Gaughran’s website, since he is known for knowing everything there is to know about promos and has the most updated list. Plus he has a cool accent. Check him out! 

Other Major Promotional Platforms

Free Book Promotions:
Meaning– these places promote free books, not that the promotions are free)

Discounted Book Promotions:
Meaning–your book is discounted (for a limited period of time), not that the promotion is discounted. Hope that makes sense.

  • BargainBooksy: Wide range of options ($20-500)
  • Robin Reads: Large, segmented lists, affordable options for promo blasts (approximately $60)
  • ENT: Varied pricing ($45-120)

Strategic Timing

Optimal promotion periods:

  • Within 30 days of launch for maximum impact
  • During KDP Select free days (if your book is in KU)
  • When running planned price promotions (like during your launch)
  • During revival campaigns for older titles

Promotion Stacking

“Promo stacking” involves scheduling multiple promotions consecutively during your launch month. This strategy helps:

  • Maintain consistent visibility
  • Generate sustained sales activity
  • Improve Amazon algorithm recognition during launch period (honeymoon period)
  • Maximize marketing impact and email signup conversion

ROI Considerations

When evaluating promotion sites, consider:

  • Size and quality of email list
  • Genre-specific audience reach
  • Submission requirements
  • Booking lead times

The key to successful book promotion lies in strategic timing, careful platform selection, and coordinated marketing efforts. While BookBub represents the gold standard, a mix of smaller platforms can provide significant visibility and sales momentum for both new releases and established titles.

Your First Ad on Amazon KDP: from Basic to Advanced Strategies

Let’s face it – diving into Amazon advertising can feel like trying to navigate a maze blindfolded. Whether you’re a debut author or a seasoned writer, the platform’s complexity can be overwhelming. But don’t worry – I’ve been there too, and I’m going to walk you through everything you need to know, step by step. Of course, if you would rather consume this type of information in video form, I get it! Dave Chesson (from Publisher Rocket) has a fantastic free course we absolutely recommend. Go take it! Really!

Prerequisites: Setting Your Book Up for Success

You wouldn’t enter a race with a flat tire, right? Put fuel in a plane with no wings?  What analogy do you like the most? The same goes for advertising your book. Before we dive into the exciting world of Amazon Ads, let’s make sure your book is fully prepared to make the most of every advertising dollar you spend. I don’t want to categorically say “your book isn’t ready for Amazon Ads,” but honestly, 90% of the books I see every day are not. I KNOW you are eager to get your book out there, but do not jump the gun or you will be sorry!!

Essential Elements Before Advertising

Trust me on this one – I’ve seen countless authors rush into advertising before their books were ready, only to waste money and get discouraged. Here’s what you need to have in place first:

1. Market Research and Positioning

Think of this as your book’s GPS coordinates in the vast ocean of Amazon. You need to know exactly where you fit in the market before you start spending money to promote your position.

In this step, you’ll need to:

  • Conduct a thorough competitive analysis of similar books in your genre
  • Identify your unique selling proposition (USP). What makes your book different/ better than the competition?
  • Analyze bestseller prices in your category to set competitive pricing
  • Research your target audience demographics and reading preferences

2. Book Optimization

Your book’s presentation on Amazon is like your store’s window display – it needs to catch eyes and draw people in. Let’s make sure every element is working in your favor.

  • Professional, genre-appropriate cover design (hopefully better than the competition in the analysis you just did!)
  • Compelling book description using HTML formatting for better presentation
  • Properly categorized in relevant Amazon browse categories
  • Strategic keyword selection for all seven backend keyword slots
  • Series information properly linked (if applicable)

3. Marketing Assets

Consider these your advertising toolkit. Just like a carpenter needs the right tools for the job, you’ll need these essential marketing elements ready to go.

4. Some Reviews

Reviews are like word-of-mouth recommendations in the digital age. Having a solid foundation of honest reviews can make or break your advertising success.

Here’s what you’ll need for this step:

  • A minimum number of reviews for your book to be competitive with the other books in your competitive analysis! Do not launch paid advertising with zero reviews!!
  • A solid review gathering system in place (email list, ARC team). If you do not have this, I’m sorry, but it is too soon for you to be paying for advertising. Please go back and review the follower funnel method.
  • A plan for handling negative reviews professionally. Do not argue with people who give you negative reviews! Just fix whatever you can, then step up your efforts to get reviews (which will hopefully be positive) from your subscribers.

Campaign Setup Process

Ready to roll up your sleeves and get started? This is where the rubber meets the road. If you would rather watch this in video form, Dave Chesson (from Publisher Rocket) has a fantastic free course we absolutely recommend. Go take it! Really!

If you just want the bare bones “Here’s how to set up the damn ad already,” here it is!!

Step 1: Access Advertising Console

  1. Log into KDP Dashboard (kdp.amazon.com)
  2. Find the book you want to advertise
  3. Hover your mouse over the three little dots next to the “Order Author Copies” button, select “Promote and Advertise”
  4. Select “Create an ad campaign”
  5. Choose your marketplace (considerations for each):
    • US: Largest market, highest competition
    • UK: Strong market for specific genres
    • CA: Growing market, lower competition
    • DE: Significant market for translated works
    • Others: Consider based on your book’s language and target audience

Step 2: Campaign Structure

Basic Campaign Settings

  1. Campaign Name
    • Use a structured naming convention: [BOOK]-[TYPE]-[DATE]-[GOAL]
    • Example: “MYSTERYNOV-SP-2025JAN-LAUNCH”
  2. Portfolio Assignment (Optional)
    • Create portfolios to group related campaigns
    • Helps with budget management and reporting
  3. Budget Configuration
    • Daily Budget Recommendations:
      • Testing Phase: $5-10/day
      • Scale Phase: $10-25/day
      • Advanced Phase: $25+/day
    • Monthly Budget Planning:
      • Calculate potential ROI based on book price
      • Factor in Kindle Unlimited page reads
      • Consider seasonal fluctuations

Step 3: Advanced Targeting Options

Automatic Targeting

  1. Loose Match
    • Pros: Discovers new keywords
    • Cons: Can be less relevant
    • Best for: Initial testing phase
  2. Close Match
    • Pros: More relevant traffic
    • Cons: Lower volume
    • Best for: Refined campaigns

Manual Targeting Strategies

  1. Keyword Targeting
    • Research Methods:
      • Amazon search suggestions
      • Publisher Rocket data
      • Competitor analysis
      • Customer review mining
    • Organization:
      • Group keywords by theme
      • Track performance by category
      • Regular cleanup of non-performers
  2. Product Targeting
    • Complementary Books
    • Direct Competitors
    • Category Targeting
    • Brand Targeting

Step 4: Bid Management

Bidding Strategies

  1. Initial Bid Setting
    • Fiction: $0.35-$0.50
    • Non-Fiction: $0.50-$0.75
    • Premium/Business: $0.75-$1.00
  2. Placement Adjustments
    • Top of Search: +25-50%
    • Product Pages: +10-25%
    • Rest of Search: Base bid
  3. Dynamic Bidding Options
    • Down Only: Safe option for beginners
    • Up and Down: For experienced advertisers
    • Fixed Bids: Rarely recommended

Campaign Optimization

Think of this section as your campaign’s health check-up guide. Regular monitoring and adjustments are key to maintaining a healthy advertising strategy.

Performance Analysis

  1. Key Metrics to Track
    • Impressions
    • Click-Through Rate (CTR)
    • Conversion Rate
    • ACOS (Advertising Cost of Sale)
    • KENP Read (for KU books)
  2. Performance Benchmarks
    • CTR: Aim for >0.3%
    • ACOS: Target <70% initially
    • Conversion Rate: >1% minimum

Optimization Schedule

Week 1-2

  • Monitor impressions and CTR
  • Adjust bids if not getting impressions
  • Note initial keyword performance

Week 3-4

  • Begin eliminating non-performing keywords
  • Increase bids on converting keywords
  • Start testing manual targeting

Month 2

  • Scale successful campaigns
  • Test new ad types
  • Expand to additional marketplaces

Advanced Strategies

If you haven’t quit being an author altogether or thrown your computer against the wall by now, congratulations! Now that you’ve mastered the basics, these advanced techniques will help you take your advertising game to the next level. Think of these strategies as your secret weapons in the competitive world of book marketing.

Campaign Stacking

  1. Discovery Campaign
    • Automatic targeting
    • Higher daily budget
    • Broader targeting
  2. Performance Campaign
    • Manual targeting
    • Proven keywords
    • Tight ACOS control
  3. Brand Campaign
    • Author name targeting
    • Series name targeting
    • Low bid, high conversion

Seasonal Optimization

  1. Peak Seasons
    • Holiday promotions
    • Summer reading
    • Genre-specific events
  2. Budget Adjustment
    • Increase during high seasons
    • Reduce during slow periods
    • Monitor competition

Troubleshooting Common Issues

Even the most experienced advertisers hit bumps in the road sometimes. Let’s talk about the common problems you might encounter and how to solve them – consider this your roadside assistance guide for Amazon Ads!

Low Impressions

  1. Check bid competitiveness
  2. Review targeting relevance
  3. Verify campaign status
  4. Assess budget constraints

High Spend, Low Sales

  1. Evaluate landing page
  2. Check price positioning
  3. Review targeting precision
  4. Analyze click quality

Platform Changes

  1. Stay updated with KDP newsletters
  2. Join author communities
  3. Monitor performance changes
  4. Adapt strategies accordingly

Resources and Tools

Every professional needs their toolkit. Here are the resources that can help make your advertising journey smoother and more successful.

Recommended Tools

  1. Publisher Rocket
  2. KDP Reports
  3. Amazon Marketing Services
  4. Spreadsheet templates for tracking

Community Support

  1. Author forums
  2. Facebook groups
  3. Professional organizations
  4. Marketing workshops

Conclusion

You’ve made it! By now, you should be feeling much more confident about taking your first steps into Amazon advertising. Remember, every successful author started exactly where you are now – at the beginning. The key is to start small, learn from your data, and gradually scale what works for your books.

Next Steps

The journey of a thousand sales begins with a single ad campaign (or something like that!). Here’s what to do next:

  1. Complete the prerequisite checklist
  2. Set up your first test campaign
  3. Monitor and collect data
  4. Join author communities for support
  5. Consider advanced strategies as you gain experience

Remember: There’s no such thing as a “failed” campaign – only learning opportunities. Take what you learn from each campaign and use it to make your next one even better. You’ve got this!

Bye Bye #Booktok? The TikTok Ban as A Wake-Up Call for Authors

The ongoing discussions about banning TikTok have sent shockwaves through the creator community, highlighting a harsh reality: no platform is guaranteed to be around forever. For authors, this is a critical reminder about the dangers of putting all your eggs in one basket when it comes to marketing and audience building.

Listen, I am not trying to have an “I told you so” moment here.

Here’s the thing, though– I have been telling authors who rely on Tiktok (specifically BookTok) for YEARS to always be growing their email lists in case TikTok ever shuts down. I did a whole piece on TikTok slideshows last year! Some of them have listened to me, and some have not.

And now, here we are, on the verge of a TikTok ban. YIKES.

Why Relying on One Platform Is Risky

1. Platforms Can Disappear Overnight
Social media platforms, no matter how popular, are subject to government regulations, shifting policies, or even bankruptcy. If your primary marketing strategy revolves around one platform, losing access could derail your book sales and communication with readers.  Be sure to make a reader magnet to grow your email list!

2. Algorithms Change Constantly
Even if a platform remains operational, its algorithm might shift, making it harder for your content to reach your audience. Authors who’ve built audiences on platforms like Facebook or Instagram have experienced this firsthand.

3. Ownership vs. Dependency
When you rely on a platform like TikTok, you don’t “own” your audience—TikTok does. You’re renting space in their ecosystem, and they control who sees your content. This is a stark contrast to owning an email list or a personal website, where you have direct access to your audience.

Lessons for Authors

1. Always Diversify Your Marketing Channels
Don’t depend solely on TikTok, Instagram, or Amazon to reach your readers. Explore multiple channels like email marketing, your own website, podcasting, or even physical events.

2. Build an Email List
An email list is one of the most powerful tools for authors. Unlike social media platforms, your email list is something you control, and it allows you to maintain a direct line of communication with your readers.

3. Focus on Your Website
Your author website should serve as the hub for your audience. Use it to showcase your books, blog posts, resources, and updates. Drive traffic from social media back to your website to convert followers into email subscribers.

4. Embrace Other Formats
If you love short video formats like TikTok, consider diversifying into YouTube Shorts or Instagram Reels. If these platforms face disruptions, you’ll already have a foothold elsewhere.

What You Can Do Today  (if you’re reading this before the 19th!)

1.Download all of your Tiktoks

Here’s how to do that:

–Go to Your Profile:

    • Open the TikTok app and navigate to your profile by tapping the Profile icon (bottom-right corner).

–Select the Video:

    • Tap on the TikTok you want to download.

–Use the Share Icon:

    • Tap the Share icon (an arrow pointing to the right).

–Download the Video:

    • Tap Save Video from the menu that pops up.
    • The video will be saved to your phone’s gallery or camera roll.

If you want to download your own TikTok without the watermark:

  1. Post the TikTok (even if set to private).
  2. Use an online tool like ssstik.io or SnapTik:
    • Copy your own TikTok link by tapping Share > Copy Link.
    • Paste the link into the tool and download the watermark-free version.

Once you’re done with all that, here’s the next step–

2.Audit Your Current Marketing
Ask yourself: If {your primary/ preferred platform] disappeared tomorrow, how would I reach my audience? Use this thought exercise to identify areas where you’re overly reliant on a single platform.

3. Start Diversifying
Build an email list, expand to other platforms, and consider using TikTok as part of your strategy, not the foundation of it.

4. Leverage Content Repurposing
Repurpose your TikTok content for other platforms. For example, turn TikToks into YouTube Shorts, Instagram Reels, or Pinterest Idea Pins. Maximize the value of each piece of content.

5. Encourage Direct Connections
Use TikTok to encourage readers to join your email list, follow your blog, or engage with you on other platforms. Offer incentives like free resources, exclusive chapters, or discounts to entice them.

By looking at the TikTok ban controversy as a case study, authors can future-proof their careers and avoid being overly reliant on any one platform. Remember, platforms may come and go, but a diversified, audience-focused strategy will keep your writing career thriving no matter what changes lie ahead.

How Much Does it Cost to Promote a Book?

Promoting a book is an essential step in ensuring its success, but the cost of promotion can vary greatly depending on your goals, methods, and target audience. Below is a breakdown of potential costs involved in promoting a book, along with tips to manage your budget effectively.


Before diving into any promotional strategies, make sure you have a reader magnet and email signup in place. These tools are critical for capturing leads and building a loyal audience, providing a solid foundation for all your promotional efforts. Remember, all promotional efforts (free or paid) are not just to sell books– you’re trying to build your audience!!


1. Basic Promotion Costs (Free to Low-Cost)

If you’re on a tight budget, there are several free or low-cost methods to promote your book:

  • Social Media Marketing: Platforms like Facebook, Instagram, Twitter, and TikTok are free to use, but investing in paid advertising on these platforms starts at around $5-$10/day.
  • The Follower Funnel Method:  No one likes hearing that this is the actual way to build your list/ your followers because it requires so much work, but this is the one that works!
  • Online Communities: Engage in relevant Facebook groups, Reddit forums, and book clubs. This method is free but requires time and effort. To do this method successfully, you’ll need to join and participate in NICHE SPECIFIC groups, not groups that focus on self-publishing.  This is super important!!

2. Intermediate Promotion Costs ($100-$500)

For authors with a moderate budget, here are some impactful promotional options:

  • Book Cover Redesign: A professional book cover can significantly improve sales. Costs range from $100-$500, depending on the designer.
  • Amazon Advertising: Running ads on Amazon is one of the most effective ways to reach readers. Costs start at $50-$100/month, depending on your daily budget and bidding strategy.
  • Social Media Ads: Paid campaigns on platforms like Facebook or Instagram typically cost $100-$300/month for a basic campaign.
  • Book Promotion Sites: Websites like Bargain Booksy, BookBub (for featured deals), and Freebooksy can boost visibility. Prices range from $20-$400 per promotion, depending on the site and your book’s genre.
  • ARC Distribution: Services like NetGalley charge around $50-$450 to distribute advance review copies of your book.

3. Advanced Promotion Costs ($500 and Up)

For those with larger budgets, these options can make a significant impact:

  • Book Publicists: Hiring a publicist can cost $1,000-$5,000/month, but they handle media outreach, book tours, and other PR efforts.
  • Professional Video Trailers: A high-quality book trailer can cost between $500-$5,000 and is great for social media or YouTube promotion.
  • Book Tours: Virtual book tours with companies like Goddess Fish Promotions cost between $100-$500, while in-person tours can cost upwards of $1,000 when factoring in travel expenses.
  • Featured BookBub Deals: These highly coveted promotions cost anywhere from $100 to $2,000+, depending on your genre and pricing tier.

4. Hidden Costs to Consider

  • Time Investment: Many promotion methods (like social media and engaging with readers) require a significant amount of your time.
  • Giveaways: Hosting giveaways can help build your email list but may cost $50-$200 for prizes and shipping.
  • Software Tools: Tools like Canva Pro for graphic design, or advanced email marketing platforms, cost around $10-$30/month.

5. Creating a Promotion Budget

Your promotion budget will depend on your goals and the resources you have available. Here’s a suggested framework:

  • Small Budget (Under $100): Focus on free strategies like social media, email lists, and networking, with minimal investment in ads.
  • Moderate Budget ($100-$500): Invest in Amazon ads, professional graphics, or affordable promotional sites.
  • Large Budget ($500+): Hire professionals, invest in high-quality ads, and aim for maximum exposure through premium services.

Final Thoughts

Promoting a book requires a balance of time, effort, and financial investment. While it’s possible to promote your book for free, allocating even a small budget can dramatically increase your chances of success. Start with methods that align with your goals, measure the effectiveness of each strategy, and adjust your plan as needed.

Investing in promotion isn’t just about selling books—it’s about building your author brand and reaching readers who will support your career in the long term.

How to Get the “Bestseller Badge” on Your Amazon KDP Book

You know that orange bestseller badge you see on Amazon books? It’s actually more achievable than most authors think! The secret is that you don’t need to outsell every single book on Amazon – you just need to hit #1 in your specific category. And since Amazon updates these rankings every hour, even a short spike in sales can get you there.

Let’s talk strategy. First up, choosing your categories smartly is absolutely crucial. While Amazon starts you off with two categories, here’s a little-known trick: you can actually get up to 10 if you reach out to their support team! The key is to get specific – really specific. Instead of dropping your book in a huge category like “Self-Help,” try finding a smaller niche like “Time Management for Teens.” Way less competition there!

Want to know if your chosen category is actually achievable? Do some detective work! Check out the current #1 book in your target category and see how well it’s selling. There are tools like KDSpy that can help with this, or you can do it manually if you’re feeling determined.

Now, let’s talk about your book’s “metadata” (fancy word for all the info about your book). Your title, subtitle, keywords, and description need to be spot-on. Think about what your ideal readers might type into Amazon’s search bar. Tools like Publisher Rocket can help you find those golden keywords that lots of people search for but aren’t too competitive.

Here’s where it gets fun – planning your launch! You’ll want to gather a launch team (think of them as your book’s cheerleading squad), set an enticing promotional price (many authors start at $0.99 to get those early sales rolling), and maybe even run a preorder campaign to build buzz.

Do you have an email list or social media following? Use them! Share exciting content, maybe offer some special bonuses for launch week buyers. And don’t forget about Amazon Ads – even a small budget can help get your book in front of the right readers.

Keep track of how your book’s doing through Amazon’s KDP dashboard. Once you snag that badge, keep the momentum going with different promotions like Kindle Countdown Deals or teaming up with other authors for cross-promotion.

Here are some pro tips I’ve seen work well: Launch on weekdays when there’s less competition, encourage those early reviews (they really help with Amazon’s algorithm), and don’t be afraid to switch categories if your current ones aren’t working out.

Remember, getting that bestseller badge is totally doable – it’s all about being strategic and persistent. Once you get it, it can really help boost your book’s visibility and credibility. Pretty cool, right?

The “Launch with Zero,” Then Pay Method — Self Published Books and Amazon Paid Advertising

Let’s be honest – you’ve published your book and suddenly realized you’re missing some crucial marketing pieces. Maybe you’ve been hearing about email lists and reader magnets, and now you’re wondering if you’ve made a huge mistake. Take a deep breath. While having these elements in place before publishing would have been ideal, it’s not too late to turn things around.

Also, this is just a reminder:  please don’t get mad at me and send me mean emails because you didn’t know this stuff before or because it seems difficult. I am just the messenger! I am here to help and give you free information!  Do with it what you like!

First Things First: The Email List Challenge

You’ve probably heard that “the money is in the list,” and there’s truth to that. An email list gives you direct access to your readers – no algorithms or social media platforms standing in your way. But how do you build one after your book is already out there?

Here’s what you can do right now:

Write something exclusive for your potential subscribers – maybe a short story featuring your characters, a prequel scene, or even some “behind the scenes” content about your writing process. This is your reader magnet, and it’s going to be your secret weapon for building that email list.

Then, go back and update your book. Yes, you can do that! Add a compelling invitation at the front and back of your book that offers this exclusive content in exchange for joining your email list. Tools like MailerLite or BookFunnel make this process pretty painless.

Seriously, stop what you are doing and get your email list and reader magnet in place. You need it to go on to the next step.

Your Author Website

Let’s talk about another totally crucial thing – your author website. Think of it as your piece of real estate in the digital world. You absolutely need one, and no, a Facebook page isn’t a substitute. Your website is the one place you completely control, where Amazon algorithms and social media changes can’t mess with your visibility. It doesn’t need to be fancy or expensive, but it does need to exist and look professional. At minimum, you need an about page (make it personable!), a books page with clear buying links, and a way for readers to join your email list. That’s it! Don’t get paralyzed trying to create the perfect site. WordPress is your friend here – it powers about 40% of the internet for good reason. It’s reliable, professional, and has a huge community of users and developers. The key is making it easy for readers to find your books, learn about you, and join your email list. Think of your website as a friendly bookstore where you’re both the author and the bookseller – make it welcoming and easy to navigate. And here’s a pro tip: get your own domain name. “yourauthorname.com” looks way more professional than “yourauthorname.wordpress.com.”

Social Media: Set it Up, But Don’t Try to Do It All

Here’s something refreshing – you don’t need to be everywhere. Pick one or two platforms where your readers actually hang out. Writing YA? TikTok might be your jam. Romance? Instagram could be your sweet spot. The key is to show up consistently and actually engage with people. Share snippets of your writing life, chat about books you love, join in readerly conversations. Think of it less as marketing and more as making friends who love the same kinds of books you write.

OK, Now We’re Ready to Talk About Paid Advertising

This is where you might need to invest some money to make up for lost time. Think of it as paying your dues a different way. Amazon ads can be particularly effective because you’re reaching people who are already in a book-buying mood. Start small – maybe $5-10 a day – and watch what works. It’s like learning to drive; you don’t start on the highway.

Once you have your email list/ reader magnet / website in place (because remember, this is about building your audience for the long term, not just selling this one book), go ahead and start with an Automated Ad.  Here is a full set of Amazon book advertising instructions (and this same checklist).  Once you’ve got all that in place and have run an automated ad for a week (hopefully with some success), scale up to keyword/ category/ product ads. If you run an automated ad with no success, you might need to make some changes to the book itself, like to the cover or description. Again, I’m sorry!  Publishing is a journey!

The Long Game

Here’s the most important thing to remember: building a platform is a marathon, not a sprint. Yes, you might have started a few miles behind, but you’re still in the race. Focus on making genuine connections with readers, consistently providing value (whether through your newsletter, social media, or bonus content), and learning from what works and what doesn’t.

Remember, every successful author started with zero readers. The key difference is that some built their platform before publishing, and others (like you) are building it after. Both paths can lead to success – yours might just take a little more strategic planning and patience.

Your Next Steps

  1. Create that reader magnet today. Don’t overthink it – your readers want to hear from you.
  2. Set up a simple landing page for email signups. Services like MailerLite make this easy.
  3. Update your book with links to your signup page.
  4. Choose one social media platform and start showing up consistently.
  5. Set aside a small budget for advertising and start experimenting.

The best time to plant a tree was twenty years ago. The second best time is now. The same goes for building your author platform. So let’s get started!

 

I Am the Messenger. Please Don’t Shoot Me

When authors come to me asking why their self-published book isn’t selling, I take a deep breath. I know what’s coming. The conversation usually goes something like this:

Author: “My book has been out for six months and I’ve only sold twelve copies. What am I doing wrong?”

Me: “Well, let me take a look at your book page… ah, I see several things we could improve. First, your cover isn’t quite hitting the genre markers. Fantasy readers expect certain visual elements that signal ‘this book is for you.'”

Author: “But I love my cover! I designed it myself!”

And there it is. The first drop in what will become an ocean of resistance.

The hard truth about book marketing is that the answers are rarely simple or easy to implement, because many authors learn the entire process of self-publishing with their first book and leave out alot of things along the way. When your book isn’t selling, it usually means something fundamental needs to change. Maybe your cover looks amateurish compared to bestsellers in your genre. Perhaps you need to write a prequel novella as a reader magnet to build your email list. Or you might need to create an author website to establish your platform.

Sometimes the issues run even deeper. Your book description might not be compelling enough to hook readers. Your opening chapters might need restructuring to better grab attention. Your pricing strategy might be off for your genre. Or – and this is the really tough one to hear – you might need to write more books because readers are hesitant to invest in a single standalone title from an unknown author.

These aren’t small tweaks. They’re major undertakings that require significant time, effort, and often money. No one wants to hear that the cover they lovingly crafted needs to be completely redone, or that they need to write an entirely new book to give away for free.

I’ve seen the range of reactions: denial, anger, bargaining. “But my mother loves the cover!” or “Can’t I just post more on social media instead?” or “What if I just lower the price to 99 cents?” I understand the impulse to look for an easier solution. Who wouldn’t?

The resistance often comes in waves. First, there’s the initial shock of realizing the scale of changes needed. Then comes the defensive phase, where authors try to justify why their current approach should work. Finally, there’s the overwhelming feeling of “I have to do ALL of this?”

I understand the frustration. You’ve already poured your heart and soul into writing and publishing your book. You thought the hard part was over. But in today’s saturated market, writing a good book is just the beginning. The publishing landscape has changed dramatically. Readers have more choices than ever, which means your book needs to meet professional standards in every way to compete.

So when authors shoot me angry looks or defensive responses, I get it. I’m the bearer of unwelcome news. I’m telling them their baby is ugly (or at least, their baby’s outfit isn’t attracting the right attention).

But here’s what I wish every author understood: I’m on your side. I want your book to succeed. When I suggest major changes, it’s not to discourage you – it’s because I’ve seen what works. I’ve watched authors implement these strategies and transform their sales from trickling to flowing.

Yes, creating an email list is a lot of work. Yes, redesigning your cover is an additional expense. Yes, writing more books takes time away from marketing the one you’ve already published. But these aren’t arbitrary hoops I’m asking you to jump through. They’re proven pathways to finding and connecting with readers.

The authors who succeed are the ones who eventually move past the resistance. They take a deep breath, look at their book objectively, and commit to making the necessary changes. They understand that publishing is a business, and sometimes business decisions require tough choices.

So please don’t shoot the messenger. I know the journey is longer and more complex than you hoped. But if you’re willing to do the work – to make the big changes needed – your book can find its audience.

And nothing makes me happier than when an author comes back months later to tell me, “You were right. The new cover made all the difference.” Or “That reader magnet you suggested? I now have 500 subscribers on my email list.”

Because ultimately, that’s what this is all about: helping your book reach the readers who will love it. Even if we have to ruffle some feathers along the way.

Sometimes being the messenger means delivering difficult news. But I’ll keep doing it, because I believe in your book’s potential. I just need you to believe in it enough to make the changes that will help it succeed.

Reading the Amazon Advertising Tea Leaves: What Your Metrics Are Saying About Your Books

Reading the Amazon Advertising Tea Leaves: What Your Metrics Say About Your Book

Amazon Advertising can be a goldmine for authors, but if your ads aren’t delivering the results you want, it might not be the ads that are the problem—it could be your book. Your advertising metrics can reveal a lot about what’s working and what needs improvement. Let’s break it down.

Warning:  brace yourself.  You are probably not going to like any of these conclusions/ recommendations.  No one ever likes anything I have to say, mostly because it implies a shit-ton of work that not only


1. Problem # 1:  Low Click-Through Rate (CTR)

What’s happening:
People are seeing your ad but aren’t clicking. You will know this because your ad has impressions but no clicks.  Like this:

What this says about your book:

  • Your cover might not be catching their eye.
  • Your title might not resonate or intrigue them.
  • Your ad copy might not make them curious enough to click.

How to fix it:

  • Take a hard look at your cover: Does it match your genre and appeal to readers? If not, it’s time for a redesign.
  • Tweak your title and subtitle to make them more compelling.
  • Revamp your ad copy with a stronger hook or clearer benefits.

2. High Click-Through Rate but Low Conversion Rate (CVR)

What’s happening:
People are clicking, but they’re not buying.

What this says about your book:

  • Your book description might not deliver on the promise of your ad.
  • The Look Inside feature could be turning readers off due to weak writing or formatting issues.
  • Your price might not be competitive for your genre.

How to fix it:

  • Rewrite your book description with a strong hook and a call-to-action that seals the deal.
  • Polish the opening pages of your book to grab attention right away.
  • Check your pricing and make sure it aligns with reader expectations.

3. High Ad Spend but Low Return on Investment (ROI)

What’s happening:
You’re spending on ads, but the sales aren’t covering the costs.

What this says about your book:

  • You might be targeting the wrong audience.
  • Your book’s cover, description, or reviews might not scream “professional and worth buying.”
  • Competing books in your genre might be offering more value or appeal.

How to fix it:

  • Refine your ad targeting to reach readers who are more likely to love your book.
  • Add some social proof to your page, like reviews or awards, to boost credibility.
  • Study your competition and see how your book stacks up. Make changes where needed.

4. High Impressions but Low Clicks and Sales

What’s happening:
Your ads are being shown, but readers aren’t engaging with them.

What this says about your book:

  • Your keywords or categories might be too broad or irrelevant.
  • Your cover or title might not be grabbing attention.

How to fix it:

  • Revisit your keywords and categories to ensure they align with your book’s content.
  • Double-check that your cover and title are both visually striking and genre-appropriate.

5. Poor Overall Sales Despite Good Ad Metrics

What’s happening:
Your ads are doing their job, but your book isn’t closing the deal.

What this says about your book:

  • Negative reviews or weak content might be hurting word-of-mouth sales.
  • If it’s part of a series, your book might lack a strong series hook to keep readers coming back.
  • You might not be capturing readers’ emails to build a loyal audience.

How to fix it:

  • Address constructive criticism in reviews and improve your book if needed.
  • Add teasers or bonuses to encourage readers to dive into the next book in your series.
  • Use a call-to-action to collect emails and start building a long-term connection with readers.

Final Thoughts

Amazon Advertising metrics are like a crystal ball for your book’s success—they show you what’s clicking (literally) and what isn’t. Fixing a cover, refining a description, or polishing your opening pages can turn those lukewarm clicks into loyal readers.

Your ads can only do so much. When your book looks professional and delivers on its promise, those clicks and impressions turn into something far more valuable: fans who keep coming back for more.

So, what are your ads telling you about your book?