#106: Identifying Your Ideal Facebook Ads Strategy

Read Time: 3 Minutes

When authors ask me "Does Facebook advertising actually work for books?" my answer is always the same:

"It depends on your goal."

The most common reason authors fail with Facebook Ads is because they use a one-size-fits-all approach, throwing money at boosted posts and hoping for sales.

But there's a better way to get the results you're looking for with Facebook Ads...

Aligning your ad strategy with your specific business objectives.

Let me show you the three Facebook Ad strategies that are working right now for both fiction and non-fiction authors.

Strategy #1: Retailer Sales Acceleration

Amazon might take 35-70% of your revenue, but it's still where most readers buy books.

The key is crafting ads that truly speak to your ideal readers.

The old way of running Facebook Ads is overthinking complex targeting; I've been there, done that.

Sometimes the simplest approach works best...

Focus on compelling ad creative with broad demographic targeting (location, gender, and age only).

What matters most is your ad's ability to stop the scroll and connect with the right readers.

Here's what this might look like in practice...

Imagine a thriller author running ads with a $10/day budget.

They create an ad showcasing the first heart-pounding scene from their novel, then links to Amazon with a "Continue Reading" call to action.

Non-fiction authors can use a similar approach by showcasing a transformational idea from their book, then positioning the Amazon purchase as the full solution.

Strategy #2: Direct Sales Maximization

Want to keep 100% of your revenue (aside from a few payment processing fees) instead of splitting it with retailers?

Fiction authors are using Facebook Ads to sell directly through their own websites, often bundling series or offering exclusive editions.

Imagine a romance author creating a special edition of their trilogy with bonus epilogues—available exclusively through their website (and not available on any retailers).

Their Facebook Ads campaign could showcase these exclusive additions, giving readers a compelling reason to buy direct instead of through retailers.

Non-fiction authors have a big advantage here, too.

Picture a business book author offering a "Book + Implementation Guide" bundle through their own store.

This transforms what would be a standard retail purchase into a premium direct offer that provides both higher value to readers and better margins for the author.

The secret to direct sales isn't just where you're sending people to from the ads—it's creating an offer readers can't get anywhere else.

And on top of all of this, authors who sell direct can build an email list of customers and send them personalized offers based on their previous purchase behavior.

Speaking of email lists...

Strategy #3: Reader Audience Building

Sometimes the smartest strategy isn't immediate sales at all.

Many authors are using Facebook Ads to build their second most valuable asset... an email list of engaged readers.

Fiction authors are offering free novellas, sample chapters, character interviews, or series prequels in exchange for a readers email address.

Non-fiction authors are creating laser-focused lead magnets: worksheets, checklists, or mini-courses, or even full books that solve a specific problem related to their core topic of expertise.

Consider a cookbook author who offers a "7-Day Meal Prep Blueprint" as a lead magnet.

Facebook Ads could showcase this high-value freebie to people interested in healthy eating and meal planning.

Once subscribers join the list, an automated email sequence introduces them to the author's approach and philosophy, gradually building trust.

When it's time to promote a new cookbook, sales come directly from these nurtured relationships—not from cold Facebook Ads traffic.

Although, if you have an email list, you can upload it to your Facebook Ads account and show specific ads to people on your email list.

Building an email list creates a sustainable system where book launches become more predictable and less dependent on algorithm changes.

This strategy isn't about immediate ROI—it's about building an author business where you're not dependent on algorithms or retailers.

Which Strategy Is Right For You?

Each of these approaches can work powerfully on its own, and you don't need to implement all three at once.

Many authors start with just one strategy that aligns with their current goals and resources.

As your author business grows, you might decide to expand your approach.

The beauty of these strategies is their flexibility—you can adapt them to where you are in your author journey.

And To End... Some News...

Next week, I'm releasing the updated version of my Facebook Ads Mastery For Authors course, where I:

→ Break down each of these strategies in detail

→ Share specific examples for both fiction and non-fiction books

→ Walk you through step-by-step campaign setups

→ And much more besides

I'll share more details next week (and if you're already a member of Facebook Ads Mastery For Authors, you'll be receiving this update free of charge).

Enjoy the rest of your weekend.

And thank you so much for reading.

To Your Success
– Matt