How to Run A Successful Facebook Ad For Your Ebook (Step by Step Guide)

Gone are the days of spending countless, exhausting hours setting up carefully constructed pay per click marketing only to discover that all of your ads were pulled without notice, and apparently without reason.
PPC (pay per click) marketing is a high speed strategy for getting your advertisements in front of your targeted market quickly, however with the risks involved with Google pulling the rug out from under countless marketers by pausing their ads or worse, BANNING their accounts without notice, it's become evident that anyone serious about maximizing exposure for their advertisements while retaining FULL control over your promotions needs to look for an alternative provider.
That's where Facebook comes in. 
Facebook is currently used by millions of users who log into their accounts every day to communicate with friends and family, to network with businesses and to post updates on their personal and business lives.  
It's one of the fastest growing sites online, with over 400 million user-created accounts and receives a greater number of page views every month then even Google!
With this mass exposure and incredible outreach, Facebook has quickly become the leading contender in the paid advertising scene, giving anyone serious about marketing their business the opportunity to tap into their target audience quickly, easily and most impressively - CHEAP.
In comparison with traditional pay per click marketing, the actual costs to advertise on Facebook are well below industry standard, PLUS even more importantly perhaps, Facebook actually has fewer advertisers than Adwords or other PPC marketplaces.
That means you are have less competition to worry about and will be able to reach your target customers faster, easier and at a lower cost than with any other advertising network.

How Facebook Advertising Works
With Facebook, their advertising channels are based on DISPLAY rather than per SEARCH .
What this means is that instead of users having to enter in specific search terms or keywords, your advertisements will be trigger to appear based on the page content that the user is reading. 
Another factor that plays a part in the advertisements that are shown to Facebook users is based on whether they "vote" for current advertisements.
You see, with every advertisement featured within the Facebook network, there is a 'thumbs up' icon that appears below the advertisement that allows someone viewing the ad to 'vote' for it. 
If someone votes for an advertisement, it indicates to Facebook that they should display additional advertisements of the SAME kind (based on category, keywords and overall relevancy), ensuring the best experience possible for Facebook members.
As a Facebook advertiser, you will also be able to promote your products and services using images, a feature that is not usually available within traditional PPC marketing. 
Images are an incredible asset in maximizing conversion rates because you can tailor the images used in your ads to push the "right buttons" or pull at emotional triggers that you know will have an impact on your average customer.
For example, if you were placing an advertisement that offered a teeth whitening kit, you could place a simple image of a "before" and "after" that offers the reader with a visual aid that leaves an incredible impression.  
Images can ultimately be one of the LEADING motivators in getting targeted customers to click through your advertisements and explore your offer.
So, how can you start exploiting the popularity and massive outreach of the Facebook network to gain maximum exposure for your business?

NOTE: I specifically tailored this article to selling ebooks, meanwhile, If you follow due process, you can successfully run Facebook ads for virtually any business of your choice. Both physical and digital products. 

The Definitive Guide To Sell More Books With Facebook Ads. 

The importance of Facebook Marketing for the success of a business grows as more and more people join Facebook. With 2.20 billion monthly active users reported by the end of June 2018, Facebook stands stronger than ever in their mission to connect the world.

Facebook Active Users 2018
Chart Source: Techcrunch

Promoting your book or E-book with the help of Facebook Ads is of major importance. Your readers are most likely to have a Facebook account and access it at least once a day. This is the main reason why advertising on Facebook makes a lot of sense. Authors though, constantly wonder how to advertise and promote an E-book on Facebook, the reason why I decided to create this guide for you. There’s so much to learn about Facebook Advertising, and a lot of people actually take a Facebook ads course which is recommended, if you have the time. But with a visual and proven guide like this one, you won’t need to hire anyone to effectively advertise on Facebook or will need to take a course to sell more books. After reading and following closely the detailed steps on this Facebook ads guide specially created for authors you will build a great ad that will help you boost your book sales.

What you will need:

✓ A Facebook Page.

✓ A Facebook Ads Manager account.

✓ A credit card.

✓ Your book’s cover art image file. Don’t have one yet? Learn how to create your book or E-Book Cover here.

✓ Your ideal customer’s buyer persona.

✓ The URL of the site we’ll want to send your readers once they engage with your ad.

Ready? Let’s Go. Let’s Create Your Facebook Ad

Head to the Facebook Ads Manager screen and click on the green button on the top right corner that says “Create a new ad”.


Step 1: Choose Your Marketing Objective

Choose traffic as your marketing objective. By choosing this option you will be able to send people directly to your Amazon’s book listing which is what we want.

Create Traffic To Your Facebook AdCreate a Facebook Ad for more Traffic


Step 2: Creating an Ad Account

Here, you will enter your account and billing information. Select the country where you are located and your desired currency and time zone.

Facebook Ad Guide for Book Authors


Step 3: Creating a New Ad Set

Part 1: Traffic

Once you give your Ad Set a name, you will be asked where you want to drive traffic to. Choose Website or Messenger.

Facebook Ads Guide For Authors

Part 2: Offer

This option allows you to create an offer people can save and get reminders about but it will not work for us at the moment, so let’s ignore it.

Facebook Ads Guide for E-book Writers

Part 3: Audience

Here is where your customer buyer persona will come in handy. By defining an audience for your ads you will let Facebook know who you want to see your ads. By knowing the characteristics of the person that is more likely to engage with our ad you will benefit in two ways; first, Facebook will reduce the cost of your ads because the more accurately targeted your ads are, the more the user will be pleased, or not bothered at least, and a positive experience will be delivered. Second, the people who click your ads will be more likely to convert (make the purchase) and you will see a real monetary benefit from advertising on Facebook.

Since you are probably just starting with Facebook Ads, you won’t be able to create a Custom Audience, so leave it blank. FYI, Custom Audiences are groups you create based upon your email lists, phone numbers, app users, or website retargeting.

Now on location, choose to target “People who live in this location.” This option allows you to enter one or more global regions, countries, states/regions, cities, postal codes, addresses to show or exclude your ad to people in those locations. For illustration purposes, I chose to target the states of Oregon and Vermont because according to this survey, these two states are where people consume the most literature.

Facebook Ads Guide to select Audience

Now. Choose the age range and gender of the people who will better enjoy your book.

Then on Languages, choose the language your ad is displayed in. In this guide’s case, English (US) will do the job.

Facebook Ads Guide Audience Detail

Detailed Targeting Helps to Define a Most Accurate Audience

Now comes my favorite part, the Detailed Targeting section. In this section, you are able to define your audience by including or excluding demographics, interests, and behaviors.

  • Demographics: education, relationship status, income, job title, employer name, language, financial, homeownership, parental status, etc.
  • Interests: everything from Facebook brand pages to celebrities and every topic you can think of.
  • Behaviors: shopping habits, spending, mobile, device ownership, travel habits, etc.

My ideal customer is most likely to own a Kindle eReader AND enjoys reading romance novels so that’s what I typed in. Going for “intersections” like I just did, helps to narrow down the audience and lazer targeting your audience. Because a person that has a kindle reader might not be necessarily interested in romance novels, targeting readers who have a kindle e-reader OR enjoy reading romance novels might end up displaying my ads to the wrong people. These are variables in the advertising equation which can always be optimized in the future.

Facebook Ad Guide Narrow Audience

Under the Connections section, you can choose to “Exclude people who like your Page” to deliver your ads only to new users. This is an optional step, you might choose to leave this blank or to target only your current Page followers, just don’t forget to tailor your ad’s creative accordingly.

Facebook Ads Guide for the Correct Audience


Part 4: Ad Placements

Here you will be able to define where will people see your ads.

Choose to edit placements, deselect everything, and select only to show your ads on user’s News Feeds (both mobile and desktop) and on the right column on desktop. These are my recommended settings, but you are encouraged to prove me wrong. Personally, I believe that the audience I’m targeting will rarely be on Instagram, would engage with an ad featured on Facebook’s Audience Network, or on an Instant Article, the reason why I deselected them.

Facebook Ads Guide: Placement


Part 5: Budget & Schedule

Here you will define how much you’d like to spend, and when you’d like your ads to appear. Start with low quantities first, the minimum is $10.00 USD, to test the effectiveness of your ads. You don’t want to go and invest $500.00 USD when you haven’t tested your ads yet, right? Remember that running tests is super important when advertising on Facebook. By setting the daily budget to $10 USD and the ad to run for 7 days, I will be able to run a decent test and see sales go up for these 7 days.

Facebook Ads Guide: Budget

Now click on “Show Advanced Options” and let’s tell Facebook that we only want to be charged when a user actually clicks on our ad. This is super important, choosing to be charged by impressions just works if your goal is to boost brand awareness, but this is not our case, this time we want CLICKS & SALES!

Facebook Ads Guide: Advanced Options


On the right side, you will see a summarized version of your choices. Your audience definition “meter” should be leaning towards the left side. Don’t forget, the more specific your selected audience is, the more effective your ads should be. In my case, the potential reach of my ads is 3,700 people as can be seen at the very bottom. Remember that having a very well defined audience will allow you to spend less on ads and get way more revenue.

Facebook Ads Guide: Audience Definition

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Step 4: Ad Creation

On this Ad Creation section, you will be able to add text and media to your ad.

Part 1: Ad Format

Facebook has moved to a “video first” strategy. We all love the videos and Facebook knows it, besides, video content is able to keep users engaged in the platform for a long time which is beneficial for Facebook as well. Knowing this, promoting your book with a video is a must so go ahead and choose the “Single video” format.

Facebook Ad Guide: Format

In case you don’t have a video already, the easiest way to get a professional video done all by yourself is to go to Placeit.net. Once in Placeit’s site, choose a book video template, I used this E-book video template for this ad. Then upload your book’s cover art, I used this cover book  If you don’t have a book cover yet, here’s a guide that shows you how to make a great book cover with Placeit’s book cover maker. That’s it! Download your high definition MP4 video and upload it.

Facebook Ad Guide: Video

 

Now connect your Facebook Page and copy and paste the URL where you want to send your audience to. It is time now to get creative with compelling copy that will talk to your audience and will help convince users of clicking or tapping on your ad. Use words to generate urgency, appeal to emotions, and use active verbs that will push users to make the purchase immediately. Since I’m selling an ebook, the call to action should say “download” because I want users to go to Amazon and download the ebook to their Kindles.

Facebook Ad Guide: Page and links

Now under Advanced Options, add supporting copy and a short display link that will tell your audience where they will be taken to, in this case, to Amazon.

Facebook Ad Guide: Advanced Options

Your Facebook Ad Is Now Ready!

Hit the “Place Order” green button and you will be good to go.

This is the final result of my ad and it is a gooood looking one. You see, it wasn’t that difficult, was it?

Facebook Ad Idea

What If I Want to Advertise My E-Books with Images Rather Than with a Video?

If you are not feeling like using video for your ad, you can always use images. The process is pretty much the same, go and choose the “Single Image” format.

Facebook Ad Guide: Format