In today’s fast-evolving publishing world, new authors face a steeper climb to visibility—but there’s good news. According to WordsRated (2023), self-publishing output soared by over 264% in the last decade, and with it, the ecosystem of tools to advertise a book has grown smarter, more affordable, and more effective. As reader behavior shifts toward online discovery—via social media, retail algorithms, and influencer recommendations—authors who invest early in smart advertising strategies gain a decisive edge.

That’s why understanding how to advertise a book effectively has evolved from an optional skill into mission-critical knowledge for new authors. Simply uploading a title to Amazon and hoping for the best isn’t enough—your book needs visibility, engagement, and clarity around your ideal audience.

In this article, we’re breaking down 10 proven, results-oriented ways to advertise your book that are particularly effective for new authors looking to build momentum. Ready to transform your promotional approach into a strategy that sells? Let’s dive into the techniques that can help your debut—or next release—stand out.

In This Article

• Optimize Your Amazon Listing for Visibility
• Leverage BookBub Ads Strategically
• Start Facebook Ads with Targeted Readers in Mind
• Use Amazon Ads to Advertise a Book Where Readers Shop
• Build and Target Ads for Newsletter Swaps
• Partner with Instagram Influencers and Bookstagrammers
• Advertise via Online Book Tours and Launch Events
• Maximize Goodreads Giveaways and Promotions
• Create a Lead Magnet to Grow Your Email List
• Cross-Promote with Authors in Your Genre
• Paws and Reflect: Wrapping It Up

Optimize Your Amazon Listing for Visibility

Think of your Amazon listing as your book’s digital storefront. It’s the most important piece of real estate you own when trying to advertise a book to searching readers. But many new authors mistakenly treat this page as a set-it-and-forget-it opportunity. Instead, it should be a carefully constructed and actively managed conversion tool.

Step-by-Step to a High-Impact Listing

Start by refining your metadata. Use tools like Publisher Rocket or simply browse the top books in your genre to extract relevant keywords commonly used in titles or descriptions. Strategically weave these into your subtitle and book description without forcing them unnaturally. Your goal is both discoverability and resonance.

Your book description should be formatted with HTML for skimmability. Use bolding, spacing, and bullet points to highlight key themes, emotional payoffs, or endorsements. If your book taps into trends such as dark academia, cozy fantasy, or enemies-to-lovers romance, lead with that terminology to connect with genre-savvy readers.

A Common Pitfall to Avoid

Many debut authors invest in a beautiful cover but neglect market fit. It’s essential your cover meets genre expectations. For instance, a psychological thriller benefits more from clean typography and tension-inducing imagery than obscure symbolism. Remember: your cover doesn’t need to represent your entire plot—it needs to cue the right emotions for the right readers.

Author A.C. Fuller found success by reworking his thriller’s Amazon listing: tweaking categories, punching up the description’s first line, and testing a new cover. The result? A tangible increase in clicks—and sales. Take charge of your listing, and you won’t just be visible; you’ll be irresistible.

Leverage BookBub Ads Strategically

BookBub isn’t just a place for big publishers—it’s an ad playground where indie authors can advertise a book directly to pre-qualified readers. While Featured Deals are notoriously competitive, the platform’s self-serve ad tool is accessible and powerful when used thoughtfully.

Test, Learn, Refine

Start small—just a few dollars a day—and get comfortable with A/B testing. Experiment with multiple versions of your ad creative using different copy, images, and author comparisons. Try rotating taglines like “For fans of Colleen Hoover” or “A romantic suspense with teeth”—then examine which generates the highest click-through rates (CTR).

Targeting is where BookBub shines. You can drill down by genre, author interests, and device type for precision delivery. For example, advertising your thriller via fans of Gillian Flynn is far more efficient than targeting general thriller keywords.

A Lesson from Author Experience

Author Jane Steen used BookBub ads to revive interest in her backlist book. She focused narrowly on readers of similar authors and ran a low-budget test with just one compelling quote and simple design. The ad didn’t just drive clicks—it also reignited review activity and boosted mailing list sign-ups from readers who clicked through to her website.

The key? Think of BookBub ads as a tool to generate momentum, not just short-term sales. When used strategically, they help you stay visible long after your book’s initial launch wave.

Start Facebook Ads with Targeted Readers in Mind

Facebook and Instagram ads open the door to granular, interest-based targeting—perfect for indie authors trying to advertise a book to specific reader profiles. But diving in blind can lead to frustration or wasted funds.

Build Smart Campaign Foundations

Begin with a clear purpose: are you trying to sell your book, grow your email list, or promote a free offer? Once that’s established, create a custom audience rooted in the author interests or themes that align with your book’s tone.

• Target fans of comparable authors or niche genres
• Design eye-catching creatives that echo your book’s mood
• Use simple language that teases a question or spark: “What would YOU do if you woke up in a parallel world?”

Ad copy should focus on the reader’s emotional payoff—not plot mechanics. And never underestimate the power of quote graphics, character images, or review snippets in carousel ads. These deepen intrigue and allow for multiple engagement points in a single campaign.

An Expert Tip

According to author and marketing coach Nicholas Erik, Facebook campaigns work best when paired with a clear call-to-action. Want more ongoing relationships with readers? Link directly to a lead magnet. Want quick sales? Send traffic to a compelling Amazon page. Keep the journey seamless for higher conversions.

Done right, Facebook ads remain one of the most forgiving environments for new authors to iterate and learn while driving exposure where readers already scroll.

Use Amazon Ads to Advertise a Book Where Readers Shop

There’s no better time to advertise a book than right when a reader is shopping for one—and Amazon Ads put you front and center in those moments. Think of it as retail-level influence you can buy access to (and refine over time).

Launch with Automatic Campaigns

New authors should start with Sponsored Product campaigns using automatic targeting. Amazon will show your book alongside others its algorithm deems relevant. This gives you valuable insight into which keywords are converting your clicks into readers.

After collecting this data, shift to manual campaigns to take control. Focus on high-intent keywords with buyer signals (e.g., “slow-burn fantasy romance”) and test different match types—exact, phrase, broad—to see what brings results.

Common Mistake: Set & Forget

One of the biggest missteps authors make with Amazon Ads is launching a campaign and never revisiting it. Successful authors monitor their cost-per-click (CPC), negative keywords, and performance regularly. If you allow Amazon to handle things indefinitely, your budget could be spent on irrelevant clicks.

Author Elana Johnson structured ad campaigns across multiple series, optimizing biweekly. She consistently closed underperforming ads, tested new keywords, and kept a close eye on each book’s Amazon page. The result? A stronger return on ad spend—rooted in consistency, not luck.

Bottom line? Amazon Ads help where it matters most: in front of readers ready to buy. Used strategically, they’re an indispensable tool in a new author’s advertising stack.

Build and Target Ads for Newsletter Swaps

Author newsletters are not just for seasoned veterans. They’re one of the most reliable ways to build relationships—and when you partner with others, you can advertise a book directly to warm, engaged audiences without spending a fortune.

How to Swap with Purpose

Platforms like StoryOrigin and BookFunnel offer structured environments for organizing newsletter swaps. Begin by reaching out to authors in your genre who have similar audience sizes and tones. When advertising in their newsletters, keep your pitch short, specific, and irresistible:

• Use a strong hook: “She was framed by the man she thought she loved…”
• Add a clean, clickable cover image or professional banner
• Link to a dedicated landing page—preferably not your homepage

Make sure your landing page focuses on one action: either downloading a lead magnet, buying your book, or signing up for your newsletter. Avoid clutter that could distract or confuse.

A Practical Use Case

Cozy mystery author Laina Turner found success building momentum for her new release by nurturing relationships with similar authors for swaps. The newsletter mentions didn’t just drive clicks—they also netted strong word-of-mouth carries into Amazon reviews and extra shares on social channels.

Newsletter ads have a lasting echo. When done right, this method becomes more about network-building than one-time visibility. It pays long-term dividends not just in sales, but in email subscribers you actually own.

Partner with Instagram Influencers and Bookstagrammers

Instagram can help a new author advertise a book by tapping into curated, passionate communities—especially the Bookstagram scene, known for its genre niche pages and aesthetic-driven content.

Finding the Right Fit

Start small. Micro- and nano-influencers (1k–20k followers) often offer stronger engagement rates and are more open to partnerships. Look for influencers who actively post in your genre and engage with their followers in comments—this shows an invested audience, not just inflated numbers.

Reach out with a personalized message. Show that you’ve read their captions, noticed what books they cover, and understand their tone. Offer a digital copy for review or a small stipend for a promotion. Beyond posts or reels, influencer-hosted giveaways can also gain attention from the right reader demographic.

Long-Term Over Hype

Avoid the mistake of chasing fleeting attention. A single post won’t build an author brand. Instead, build a relationship. Author S.G. Prince cultivated ongoing visibility by collaborating with a handful of fantasy Bookstagrammers across multiple posts and formats. Over time, this turned into repeat mentions, story reshares, and, ultimately, community buzz that reached beyond Instagram.

Bookstagram deals best in trust and consistency. Play the long game, and your book won’t just be seen—it’ll be shared.

Advertise via Online Book Tours and Launch Events

Online book tours offer dynamic, multi-platform exposure for new authors looking to advertise a book without geographic limits. They provide structure, credibility, and tailored reach into genre-loyal communities.

Core Benefits

Effective tours often span blogs, YouTube channels, podcasts, and social media stops. You can outsource this to tour companies or craft a DIY version by pitching genre-aligned bloggers and content creators 4–6 weeks in advance of your release.

Each “stop” might include a Q&A, excerpt reveal, exclusive article, or review. When coordinated well, a tour creates a ripple effect of exposure—and a perception that your book is being “talked about” across the web.

Example: Turning a Tour into a Launch Event

Author Stephanie BwaBwa combined a virtual tour with a week-long launch event, including giveaways, live chats, and influencer features. She treated release week like a mini festival—and readers noticed. Engagement rose, reviews trickled in steadily, and her email list grew with every stop.

Want to level up your impact? Book Barker’s Author Interviews offer a feature-based platform that can be integrated into your broader tour strategy—giving your promotion staying power beyond a short launch window.

Above all, aim for consistency, quality visuals, and targeted outreach. Book tours aren’t just a legacy tactic—they’re evolving into fast-moving promotional hubs for the digital-first author.

Maximize Goodreads Giveaways and Promotions

Goodreads is more than a review aggregator—it’s a discovery engine for voracious readers. Hosting a well-run giveaway remains a smart way to advertise a book early, activate buzz, and gather initial reviews.

Best Practices for Running a Giveaway

Launch your giveaway during your pre-release window (2–4 weeks before your book launches) to leverage Goodreads’s built-in promotional reach. Include a cover that communicates genre clearly and a professional, enticing book description.

Use persuasive giveaway text that hints at conflict or emotional stakes, and ensure your author profile is fully built out. Readers often click through to see who wrote the book—make sure they find a trustworthy, engaging presence.

What Comes After

Follow up after your giveaway by gently nudging new readers toward reviews and offering an opt-in to your mailing list, perhaps via a pinned post or author update. Some authors use these early entrants as seed communities—they become the first wave of reviewers and amplifiers when the book goes live.

By nurturing this audience and presenting your book professionally, you turn a single point of exposure into long-term interest. Goodreads giveaways offer early-stage discoverability rooted not in broad targeting, but in connection among genre readers who love to talk books.

Create a Lead Magnet to Grow Your Email List

Your author newsletter is your direct communication pipeline—and a lead magnet is often the gateway. Whether it’s a short story, prequel, or behind-the-scenes bonus, offering unique value is a reliable way to advertise a book indirectly by building audience loyalty.

What Makes a Great Lead Magnet?

• It must feel exclusive—even if it’s free
• It should connect emotionally to your main book
• It needs to be delivered seamlessly and backed by a simple email platform sequence

Author Sarra Cannon uses “starter stories” as lead magnets—designed to hook readers into a broader series while showcasing the tone and themes of her world. These low-barrier entries prime readers for book sales while deepening reader immersion.

Once a reader opts into your list, use a short 3–5-email welcome sequence. Introduce yourself, explain your story inspiration, and offer insider perks—maybe discounts, special Q&As, or release announcements.

A strong lead magnet is a quiet salesperson working around the clock. Used well, it turns browsers into subscribers, and subscribers into repeat readers.

Cross-Promote with Authors in Your Genre

Sometimes the best way to advertise a book is to amplify someone else’s. Genre-based cross-promotion is one of the most authentic and cost-effective tactics available to new authors.

Collaboration Over Competition

Whether it’s a themed boxed set, a joint newsletter series, or a bundled giveaway, author cross-promotion capitalizes on shared audiences and builds trust through association. Collaborative promotions allow you to “borrow” credibility while offering your readers added value.

Fantasy author David Estes has built strong pre-order reach by collaborating with authors for grouped Facebook ads, newsletter announcements, and even product page recommendations. These collective efforts expand his exposure exponentially without complexity or burnout.

Start by identifying authors whose work aligns in tone and audience. Suggest simple, shareable promotions across platforms—or something more involved like a serialized short story newsletter chain. The key? Alignment in brand and mutual benefit.

Cross-promotion isn’t just a traffic tactic—it’s a sustainability plan. You grow faster, smarter, and with people who understand the journey. When authors rise together, so do their stories.

Paws and Reflect: Wrapping It Up

As a new author, navigating how to advertise a book can feel overwhelming—but it doesn’t have to be. With the right techniques, even a modest budget can turn casual browsers into loyal readers. From tuning your Amazon listing to tapping into influencer networks and ad platforms, the strategies outlined above offer a foundation for long-term visibility and reader engagement.

Experiment with a few tactics at a time, track your results, and lean into what works for your genre and unique brand. The key to smart book advertising isn’t just reach—it’s resonance. And remember: effective marketing evolves as you grow, so keep testing, refining, and connecting authentically with your audience.

Ready to take your promotion to the next level? The tools are here—now it’s time to put them to work.

Frequently Asked Questions

What are the best platforms to advertise a book?

New authors should consider leveraging high-traffic platforms like Amazon Ads, Facebook, and BookBub to reach targeted readers effectively. Each platform has its strengths: Amazon Ads place your book directly in the hands of shoppers, Facebook allows for precise audience targeting, and BookBub is ideal for genre-specific outreach. Exploring multiple platforms can enhance visibility and engagement with potential readers.

How much should I budget for book advertising?

A modest budget can be effective for advertising a book, especially when starting. Consider beginning with around $5/day for platforms like BookBub and Facebook. Track your results to determine which ads perform best, then adjust your budget accordingly. The key is to invest strategically in ads that yield a higher return rather than overspending on untested campaigns.

What is the importance of an Amazon listing for new authors?

Your Amazon listing is crucial as it often serves as a potential reader’s first encounter with your book. An optimized title, compelling description, and attractive cover design can significantly influence a reader’s decision to make a purchase. Crafting an effective listing can enhance visibility and conversion rates, making it a priority in your marketing efforts.

How do I create a successful lead magnet?

A compelling lead magnet draws readers to your email list by offering something of value, such as a story prequel or exclusive content. To create a successful lead magnet, ensure it resonates with your target audience and is closely related to your book. Promote it through social media or ads and include a welcome sequence to engage new subscribers effectively.

What are some effective ways to partner with other authors?

Collaborating with authors in your genre can amplify your reach through joint promotions, boxed sets, or giveaways. Seek partnerships with authors who share similar audiences to create mutually beneficial marketing opportunities. By cross-promoting each other’s works through newsletters and social media, you can tap into new reader bases without significant extra costs.

How do Instagram influencers impact book promotion?

Partnering with Instagram influencers, particularly those in the Bookstagram community, can vastly enhance your book’s visibility. By providing them with free copies for reviews, you can gain authentic endorsements from trusted sources. Engaging with micro-influencers can lead to personal connections and build word-of-mouth momentum, crucial for new authors trying to break into the market.

What should I include in a Goodreads giveaway?

When hosting a Goodreads giveaway, it’s essential to include enticing metadata and a captivating description to attract participants. Consider timing your giveaways strategically, such as before your book’s launch, to generate buzz and collect early reviews. Following up with entrants can help foster lasting connections and encourage future purchases of your books.