After months—maybe even years—of struggling with characters, chapters, and plot twists, my book is out in the world. The cover? Stunning. The story? Unforgettable. I sat back, sipped my coffee, and waited for the sales to roll in. But nothing happened.

No one told me that publishing wasn’t the finish line—it was just the start. Book marketing? That’s the real game.

Getting my book published felt like the finish line—but it turns out, it was only the starting block. Getting readers to actually notice my book? That’s the real marathon. And suddenly, I had to answer a question I never thought I’d have to ask as a writer:

Where should I spend my marketing budget if I really want to reach readers?

Right now, the two big players in the book marketing game are Amazon Ads and Social Media. Both promise visibility. Both have success stories. But trust me, they’re very different beasts.

In this blog, I’m going to break down both options – what they are, how they work, what they cost, and what they really do for authors like us.

Whether you’re just launching your first book or trying to boost the next one, this side-by-side comparison will help you decide where to focus your efforts for book marketing:

Amazon Ads, Social Media… or maybe a mix of both?

Let’s get into it.

Key Takeaways

1. Amazon Ads are ideal for book marketing when authors want quick, measurable results, as they place the book directly in front of readers who are already browsing with the intent to purchase.
2. Social media, though slower to convert, is incredibly powerful for building lasting reader relationships, author visibility, and emotional connections that drive word-of-mouth and future sales.
3. Whether you’re paying with dollars or with time, both Amazon book ads and social media require effort, consistency, and a willingness to experiment to succeed.
4. Amazon Ads offer precise control through keyword and category targeting, while social media relies on creative storytelling, timing, and viral content to expand your book marketing reach.
5. Authors who want the best of both worlds should consider using Amazon Ads to drive sales and social media to grow their audience and brand presence over time.

How Much Does Book Marketing Really Cost?

When it comes to marketing a book, I’ve learned that budget isn’t just a bunch of numbers on a spreadsheet. It’s energy, risk, and frankly, a shot at getting your book noticed. But deciding how much to spend—and where to spend it—can feel like trying to solve a puzzle with a missing piece.

So, let’s make sense of it all.

How Much Amazon Ads Actually Cost?

Amazon Ads run on a cost-per-click (CPC) model. That means I’m only charged when someone clicks on my ad, not just when it’s shown. Sounds fair, right? That’s why so many writers, especially those new to marketing, turn to Amazon Ads for authors to get that first boost in visibility.

Here’s the basic setup:

• You have to choose a daily or campaign budget (as low as $1/day).
• You need to bid on keywords that match your book (Example: “cozy mystery” or “epic fantasy”).
• It will show your book to readers who are already browsing for similar titles.
• Average CPC for books: Between $0.25 and $0.75, depending on the genre and competition.”

According to a survey by the Alliance of Independent Authors (ALLi), 58% of self-published authors who earned over $5,000/year used Amazon Ads regularly, and many spent $50–$200/month to maintain visibility in competitive categories.

Why does this matter?

Because you’re reaching readers who are actively browsing books, which gives your book marketing efforts a powerful edge.

Let’s say you spend $5 a day and get 10 clicks at $0.50 each. If even one person buys your book (earning a $2.50 royalty), you’re already starting to see a return. Over time – and with the right targeting – these ads can pay for themselves.

But here’s the twist: Amazon Ads aren’t “set it and forget it.”

To make them work, you have to:

• Experiment with different keywords.
• Keep an eye on what’s performing.
• Tweak things weekly (if not daily).

If you are unwilling to monitor and adjust, it’s like throwing money away.

What About Social Media Costs?

Social media feels free at first for book marketing. You can post your book cover, drop a fun quote, and hit “publish”—technically, without spending a dime. But if I’m being real, here’s the truth: Time is Money!

Building a social media presence that actually moves the needle takes effort—and sometimes, a budget too. Some authors even mix platforms, running ebook Facebook ads alongside Instagram posts to capture more digital readers.

If you choose to go organic, here are some things you need to do:

• Posting 3–5 times a week.
• Engaging in comments and DMs.
• Creating Reels, Stories, or carousels.
• Reaching out to bookstagrammers and reviewers.

This works beautifully if you enjoy building community and sharing your creative process. However, for those who prefer results without the slow grind, paid promotion is often the next logical step.

If you are going to the paid route for book marketing:

• You might need to boost a post ($10–$50 per run).
• Try a full ad campaign on Instagram or Facebook.
• Hire a book influencer for a promo.

For example, Rupi Kaur, a Canadian poet, turned Instagram into her personal publishing stage. By posting short, emotionally resonant poems in a simple, black-and-white aesthetic, she built a massive online following. That organic growth didn’t just bring likes—it translated into book sales. Her debut collection, Milk and Honey, has sold over 11 million copies worldwide.

Here’s my pick!

Social media ROI isn’t just about how much you spend. It’s about how well you show up. That means scroll-stopping content, consistent posting, and clear calls to action.

In short…

• Amazon Ads get me in front of buyers, but they require patience and a bit of ad-savviness.
• Social media helps build long-term visibility and reader relationships, but it can eat up time or money fast

Up next, let’s talk about who actually sees your book on these platforms—and how that visibility translates into readers.

Targeting and Reach of Both Platforms for Book Marketing

Now that I’ve broken down what each platform costs—both in dollars and time—it’s only fair to ask: Who actually sees your book once you start spending that budget?

Because here’s the thing: I could invest hours on social media or dollars on ads, but if my book isn’t showing up in front of the right readers, none of it matters. Visibility is great, but visibility without direction? That’s just noise.

This is where targeting becomes the make-or-break factor in book marketing. Let’s take a closer look.

Amazon Ads: Laser-Focused Targeting

If Amazon has a superpower, it’s understanding what people want to buy before they even do.

When you run an Amazon ad, you’re not just tossing your book into the digital void and hoping for a miracle. You’re stepping into a virtual bookstore and tapping a reader on the shoulder—someone already in shopping mode, card in hand.

You can target your ads based on:

• Keywords like “psychological thriller” or “self-help for moms”.
• Categories like “Cozy Mystery” or “Teen & Young Adult Fantasy”.
• ASINs, which are basically other books similar to yours.

This gives you powerful control over who sees your book—and when.

Let’s say you write steamy, contemporary romance. You can plug in ASINs from bestselling authors like Colleen Hoover, Tessa Bailey, or Emily Henry. That way, when readers are checking out “It Ends with Us”, your book might appear as a recommendation.

Wondering how it works?

Amazon shoppers are already in the mood to buy. So, if they see your book while browsing another one they already love, there’s a good chance they’ll click—and maybe even buy it on the spot. For example, you can build detailed book marketing campaigns that Amazon shoppers encounter while browsing related books.

The best part?

Amazon doesn’t just set it and forget it. It actually watches how your ad performs and starts auto-optimizing in the background. Your book marketing becomes more efficient at putting your title in front of the right readers.

Social Media: Wide Reach, Different Vibe

It’s not about buyer behavior—it’s about buzz, personality, and connection. Social platforms can get my book in front of thousands (or even millions!) of people fast… but it’s not always the right people, or at the right moment.

Here’s how posts get discovered:

• Hashtags like BookTok or AmReading.
• Engagement—likes, comments, shares, saves.
• Reels, TikToks, and viral short-form videos.
• Being authentic, emotional, or downright hilarious.

But there’s a catch!

Algorithms rule the kingdom.

Both on TikTok and inside Amazon’s backend systems, like Amazon Advertising KDP, which silently optimizes ads for better reach over time.

You could spend hours scripting and editing the perfect Reel—and it might flop. Then you post a spontaneous, heartfelt clip in your car, and—bam! It goes viral.

It’s unpredictable. It’s chaotic. It’s kind of thrilling.

Just look at what happened with The Song of Achilles. Years after its release, TikTok lit up with tear-filled reactions and emotional tributes to Madeline Miller’s novel. The result? A massive, unexpected spike in sales. It wasn’t planned. It wasn’t paid for. It was 100% reader-driven—and completely real.

No marketing agency could’ve planned that. It was raw, real, and 100% reader-driven.

Is All This Effort Worth It? Here’s What Happened When I Tried Both

Okay, by now, I know how much I’m spending and who’s seeing my book. But that doesn’t mean much without one big question: What am I getting out of it?

Book Marketing isn’t just about getting noticed. In the end, I want real results. That could mean more book sales, email signups, reviews, or building a loyal reader community.

However, working with the best book marketing services can sometimes help you skip early mistakes and focus directly on reader connection.

So, let’s take a closer look at what Amazon Ads and social media actually bring to the table when it comes to results.

Amazon Ads: Built for Conversion

Amazon Ads work well because they show your book to people who are already browsing for similar titles. That means if your book shows up in front of the right reader at the right time, they’re already halfway to clicking “Buy Now.”

Here’s why conversion rates can be so strong:

• Readers are actively searching for books like yours.
• Your cover, blurb, price, and reviews are all right there.
• With a single click, they can purchase your book on the spot.

For example, if 100 people click on your ad, and your book has a sharp cover, strong reviews, and a compelling blurb, you might see 10 to 20 sales. Not bad, actually, right? That’s a healthy return, especially for indie authors trying to break even or scale.

Author Bryan Cohen shared that for one of his books, he earned about $3 back for every $1 he spent on Amazon Ads. That helped him make over $21,000 in royalties—all by reaching the right readers at the right time.

But Amazon Ads aren’t plug-and-play when it comes to book marketing. They take trial and error. Sometimes you need to tweak the keywords, adjust the bids, and rewrite the ad copy. Themselves.

Social Media: Big Reach, Longer Funnel

Social media isn’t primarily about immediate conversions—it’s about building connections. Users on platforms like TikTok or Instagram are there to scroll, be entertained, and engage with content, not necessarily to make purchases. So, while your post might capture attention, converting that interest into a sale involves multiple steps:

1. A reader sees your post or video
2. They visit your profile
3. They click the link in your bio
4. They land on your book page
5. Maybe they buy

That’s a long funnel, and there’s potential drop-off at each stage.

Consider the case of Luckiest Girl Alive by Jessica Knoll. Before its release, Reese Witherspoon shared an Instagram post praising the book as a “huge summer read.” That single post propelled the novel into Amazon’s Top 100 bestseller list, eventually leading it to become a New York Times bestseller.

I’ve seen authors hit 10,000+ views on a TikTok… and make just 5 to 10 book sales. It’s not because the content was bad—it was probably great. But the truth is, social media isn’t built for instant conversions in book marketing.

That viral video might not lead to a sale today. But it can plant a seed. Maybe someone will recognize your book cover later at a bookstore or hear about it from a friend. The magic isn’t always immediate—it builds over time.

What Social Media Does Well:

• Builds brand awareness (people start to recognize your name and book).
• Fosters authentic reader connection.
• Grows your email list (which is gold for long-term sales).
• Recruits ARC readers and early reviewers.
• Creates buzz around launches and big reveals.

One thing I’ve picked up along the way!

Use social media to warm up your audience. Let them get to know you—your vibe, your voice, your story. Then, when the moment’s right, send them over to Amazon. That’s where the real buying happens.

We’ve covered cost, targeting, and results. So now, let’s bring it all together: Which platform should you actually use for book marketing—and when?

Spoiler! The answer might not be “either/or.”

1. Use Amazon Ads when you need sales now. If you’re on a tight budget, there are affordable book marketing services that help you run basic but effective ads without overspending. For example, if you’re launching a new book or want to boost sales quickly, Amazon Ads are the best choice. They get your book in front of people who are already shopping and ready to buy.
2. Use social media when you’re growing your audience and planning for the future. For example, if you’re building your author brand, growing your email list, or getting readers excited before a launch, social media is the way to go. It helps you connect with readers and build long-term fans.

Which Book Marketing Platform Should You Choose?

For Indie Authors with Limited Budgets

If you’re self-publishing, bootstrapping, or just trying to stretch every dollar, I get it. I’ve been there. When money is tight, you need every move to count. That’s where Amazon Ads can really help—if you’re open to learning and testing a bit along the way.

Why Amazon Ads Make Sense:

• You can start small—even $1 a day.
• You’re reaching readers already searching for their next read.
• With smart keyword and category choices, you can build slow but steady sales.

You don’t need to spend big right out of the gate. A few well-placed ads can help get your book in front of real readers—people who are already looking for their next great read.

When Social Media Still Wins

If you already enjoy posting on Instagram or scrolling through BookTok, social media can be a strong part of your book marketing, especially if you’ve got eye-catching visuals, a bit of creativity, or a vibe that fits your book’s style.

You feel comfortable showing up on camera or sharing updates.

Your cover is gorgeous, or your content is naturally visual.

You’re in it for the long run—building a fanbase and growing a community.

For Authors with Teams or Multiple Titles

If you’ve already published a few books, have help from a team, or are gearing up for a big launch, you don’t have to pick just one platform. Using both Amazon Ads and social media together can be a powerful combo. This is often where Professional book marketing services come in, managing ads and content across Amazon and social media.

Why Using Both Works:

• Social media warms up your audience and builds excitement.
• Amazon Ads turn that interest into sales.
• Together, they create a smooth path—from discovery to engagement to purchase.

Here’s how you can use both:

You might post teasers, quotes, or behind-the-scenes content on Instagram. In your bio, add a link to your Amazon book page. Then, use Amazon Ads to target people who’ve visited or searched for books like yours. It keeps your book in front of the right readers at the right time.

It is also a good idea to explore custom book advertising services that align campaigns with your book’s unique tone and genre.

A great example? Brandon Sanderson launched his record-breaking Kickstarter, using YouTube, social media, and Amazon Ads to reach readers across platforms.

Smart book marketing isn’t about being everywhere.

It’s about showing up where it matters—in the places that feel right for you and where your readers are already looking, which is why some invest in premium book advertising services to handle high-stakes launches or bestseller pushes.

My Final Take: Do What Works for You—Then Keep Going

Book marketing felt like walking onto a battlefield without a map. But you can do this! You just need to learn a few new things to figure out what actually works for you.

• Maybe you’ll discover that Amazon Ads give you solid results when you dial in the right keywords.
• Or that your readers love behind-the-scenes Reels on Instagram.
• Or that your email list grows every time you share a personal story on TikTok.

Each platform has a job to do:

• If you want quick results, you can start with Amazon Ads.
• If you want long-term visibility, you show up on social media.
• And if you want to be smart about growth? You use both together.

Every author’s path is different. The trick is to start, stay curious, and keep adjusting as you go. One step at a time—and suddenly, you’re not lost anymore. You’re leading the charge. What matters most is this: Find what fits your goals, your book, and your readers.

So, start small, test what works, track your results, and don’t be afraid to shift direction when something isn’t clicking. Book Marketing isn’t about getting everything perfect—it’s about building momentum. The more you figure out what works for you, the faster you connect with the readers who need your story the most. Whether you’re just starting your first Amazon ad or slowly building your social presence, remember this: your story deserves to be seen!

Got Questions? You’re Not Alone.

Here are some common author questions I’ve come across—maybe you’ve been wondering the same:

Do Amazon Ads work for all genres?

Not always. Some genres (like romance, thrillers, and nonfiction) perform better than others. That’s why testing is key.

Can I run Amazon Ads if I’m not in KDP Select?

Yes! You don’t need to be exclusive to Amazon to run ads, but KDP Select can offer added visibility through Kindle Unlimited.

How much do I need to spend to see results?

Some authors see traction with $1–$5/day, especially if targeting is tight. The real secret? Monitoring and adjusting.

What if I hate being on camera—can I still do social media?

Absolutely. You can use quotes, photos, behind-the-scenes shots, and mood boards for book marketing. Video helps, but it’s not the only way to connect.

How often should I post on social media?

Quality over quantity. If you can post 2–3 thoughtful, consistent posts per week, you’re on the right track.

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About Author

Hi, my name is Zachary Stone I’m a book marketing nut — or, as I like to call myself, a “Shelf Marketer.” No, I don’t sell wooden shelves; I market the books that are left forgotten on them. If you want your book to be the next bestseller, I am your go-to person. I am here to remind you that it’s not just about writing a great story — it’s about building a buzz among people with great campaigns.