Episode 201 of The Best of Book Marketing is now available on YouTube!
You asked for it, and we delivered! Our most requested topic gets the expert treatment as marketing consultant Heidi McIntyre breaks down everything authors need to know about Facebook advertising.
Begin with just $5 per day and resist the urge to double your budget overnight. The golden rule? Increase by no more than 20% daily once your ad exits the "Learning Center" phase. One expert doubled her budget too quickly and had to rebuild for two weeks—learn from her mistake!
Stop drowning in data and focus on these essentials:
Click-through rate: Aim for 3-5% (8%+ is excellent)
Cost per click: Keep it under $0.20
Track these in a simple spreadsheet weekly, and you'll have everything you need to optimize your campaigns.
Use Facebook's dynamic creative feature to test 3-4 images and multiple copy points simultaneously. This saves you from creating separate ads and helps you discover your "golden egg" creative—that one image/copy combination that could run profitably for months.
With Facebook's algorithm getting smarter, your image choices become crucial targeting tools. Writing a Christian romance? Include a cross necklace. Golf-themed book? Show a golf course in the background. The algorithm scans every detail and connects your ad to relevant audiences.
Set up Amazon Attribution to see exactly how many sales come from your Facebook ads. This gives you data on direct sales, KU page reads, and other valuable metrics that help prove ROI.
Don't expect overnight success. Plan for a $100-150 testing budget and commit to at least two months of consistent effort. The authors who succeed are those who persist through the initial learning curve.
Not everyone who sees your ad will click it immediately. Many readers will remember your book and search for it later on Amazon or find it through their library. Monitor your overall sales patterns alongside your ad metrics for the complete picture.
Heidi's honest assessment: Facebook ads require persistence, time, and energy. They're not a magic bullet, but they can become a powerful tool for authors willing to:
Test systematically and learn from data
Commit to at least 2 months of consistent effort
Treat it like learning a new software program
Stay patient during the initial learning phase
"Heidi has rescued me with my Facebook ads. When I wanted someone to discuss Facebook ads, there was no one else I wanted but Heidi McIntyre."
Ready to dive deeper? Listen to the full episode now on YouTube.
Heidi shares real client success stories, common mistakes to avoid, and her specific process for helping authors find their target audience using AI.
Connect with Heidi McIntyre:
Website: Heidi’s Coaching
Email: heidi@mcintyremktg.com
Services: Author coaching, Facebook ads setup, and marketing strategy
Coming Friday, May 27th: Episode 201 drops on Apple Podcasts & Spotify
Lynne Golodner is the Detroit-based author of 12 books, a writing coach and retreat leader, and a marketing expert who guides authors in book marketing and career-building.
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Lainey Cameron and Paulette Stout host The Best of Book Marketing Podcast, where they have real conversations about what actually works in book marketing—no fluff, just honest advice from authors who've been there.
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