#090: Your Facebook Ads Strategy Needs to Evolve

Jan 25, 2025

Read Time: 2.5 Minutes

 

If you've been running Facebook Ads for your books lately, you've more than likely noticed that what worked like magic six months ago is struggling to perform today.

You're not alone in this (by any stretch of the imagination).

The Reality of Modern Facebook Advertising


Remember when you could set up a simple Facebook Ad, target people who have an interest in "Reading", "Amazon Kindle" or "Kindle Store" and watch the sales roll in?

Yea, those days are way behind us.

The advertising landscape is evolving faster than ever, and resisting this change is going to leave you watching your Ad spend drain away with very little to show for it.

Many authors have been seeing their Ad costs rise.

With our own Facebook Ads, we've seen costs increase by 20%-30% compared to this time last year.

With the "average person" (whatever that means) seeing 4,000 - 10,000 Ads per day, it's no wonder we've seen such a jump in costs.

Facebook Ads is a simple supply and demand platform.

There are only so many Ad spots available, and with more and more advertisers coming on board, competition for these spots is fierce, which means costs are only going one direction... up.

Here's the thing though...

We can spend hours lamenting these changes and thinking back to the good old days (trust me, I've been there), or we can adapt, evolve and find new opportunities to reach our readers.

Success with any advertising platform (and running an author business) really comes down to being agile and willing to experiment.

The Power of Controlling What You Can


Instead of feeling frustrated about algorithm changes or rising ad costs, let's focus on what we can actually control ourselves.

And what's the number one thing we can take the reins on with our Facebook Ads?

Ad Creative

The Ads our readers are seeing their Facebook Feeds.

Focusing your time on creating better and better Ads is what will truly move the needle for your Facebook Ads.

But there are other things that are fully within our control:

→ Exactly how our Ads speak to our ideal readers.

→ How we test different variations and messaging within our Ads.

→ How we interpret the data our Ads collect

→ Our willingness to pivot when something isn't working

→ The account structure we use in our Facebook Ads account

The bottom line is that what's working now is different from what was working 6, 9, 12+ months ago.

Authors who are succeeding with Facebook Ads are the ones who treat their Ads like an experiment rather than a set-it-and-forget-it solution.

A Path Forward


If you've been feeling stuck or frustrated with your Facebook Ads performance, know that there are still plenty of opportunities to reach readers and sell books – it just requires a more strategic approach.

I'm constantly testing different ideas and tactics with our own Facebook Ads, because I understand that no single strategy is going to last forever.

This is exactly why I've updated my Facebook Ads Mastery For Authors course and bringing it right up to date for what's working now in 2025.

I'll be opening up enrollment next week (Friday, January 31st), as I've completely revamped the course from top to bottom to address the current challenges we faced ourselves, along with the challenges other authors I've talked with are facing.

My Facebook Ads strategy has changed because the Facebook Ads landscape has changed.

If you want to learn how to navigate these changes in Facebook Ads and build a sustainable Ads strategy that actually works in today's environment, keep an eye on your inbox – I'll be sharing more details on Friday next week.

Until then, remember: changes in the advertising world are inevitable. It's how you react to those changes that determines your success.

Thank you so much for reading and have a wonderful weekend.

To Your Success
– Matt

7 Days To Book Advertising Success As A Fiction Author

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