Here’s a truth every indie author should hear:
✨ Visibility isn’t luck, it’s momentum.
Sure, writing a great book is step one. But if you want readers to discover it (and fall in love with your writing), you need more than good prose and a pretty cover. You need a plan that builds awareness, drives traffic, and keeps the momentum going, especially in the crowded world of indie publishing.
That’s where paid marketing comes in.
In this guide, we’ll break down exactly how email promotions and digital ads work, plus how to use them together to move the needle on visibility, sales, and reader loyalty. Whether you’re launching your first novel or giving your backlist a boost, this is your roadmap to smart, scalable growth.
Why Paid Marketing Matters for Indie Authors
Let’s start with the basics.
Even the most brilliant book won’t sell if no one knows it exists. While organic reach (word-of-mouth, social media, etc.) has its place, it’s not always enough, and it’s rarely fast.
Paid marketing offers a reliable, scalable way to:
- Drive traffic to your book’s sales page
- Reach readers in your target genre
- Increase visibility on retailer algorithms
- Generate reviews and momentum
- Build a reader base for future launches
Let’s explore how email promotions and digital ads work, and how you can use them together as part of a smart, long-term strategy.
What Are Email Promotions?
An email promotion (often called a “promo”) is when your book is featured in a reader-focused email newsletter, sent to thousands of subscribers who’ve opted in for deals in your genre.
It’s like having your book recommended by a trusted friend, one who happens to email a lot of readers.
At Written Word Media, our email promos include:
- Freebooksy – for free eBooks
- Bargain Booksy – for eBooks priced $0.99–$4.99
- Red Feather Romance – for steamy romance titles
- And more, tailored by genre and price point
Each promo puts your book in front of readers who want what you’re selling. That’s why email promos tend to deliver strong conversion rates, especially during price drops or launches.
When Do Promos Work Best?
Email promos are most effective when:
- You’re running a price promotion, such as a free or discounted eBook
- You’re launching a new series and want to hook readers with Book 1
- You want a sales spike to improve your Amazon ranking
- You’re looking to drive reviews by getting more eyes on your book
Because promos are price-sensitive (and rely on high-converting clicks), they’re often best used in conjunction with temporary discounts. Many authors build entire strategies around stacking promos across multiple platforms, or a “promo stack”, to maximize exposure over a few days.
What Are Digital Ads?
Digital ads refer to paid placements on platforms like Facebook, Instagram, and Amazon.
Unlike email promos, which go to a fixed audience, ads are dynamic and targeted. You can reach readers based on their genre preferences, browsing behavior, or even fans of specific authors.
While the learning curve can be steeper, the payoff is powerful. Digital ads let you:
- Zero in on your ideal reader
- Set and control your daily spend
- Run campaigns for as long as you want
- Gather data and refine your messaging
And if the idea of managing ads makes your head spin, we’ve got you. Reader Reach Ads offer full-service management, so we handle the targeting, testing, and optimization while you focus on writing your next masterpiece.
Promos vs. Ads: What’s the Difference?
Great question. Here’s a breakdown:
| Email Promotions | Digital Ads | |
| Format | Your book is featured in a reader newsletter | Your book appears as an ad on social platforms |
| Audience | Pre-engaged readers who opted into book emails | Custom-targeted based on behavior/interests |
| Setup Time | Minimal (just schedule and submit your info) | Higher (unless using a managed ad service) |
| Budget | Fixed price (e.g., $25–$100) | Variable, based on daily spend and campaign goals |
| Best For | Launches, free/discounted promos, quick exposure | Ongoing visibility, brand building, long tail |
Here’s the kicker: They work best together. Email promos give you a burst. Ads keep you going. Together? They’re unstoppable.
A well-timed email promo can drive a burst of downloads. An ad campaign can sustain momentum after the promo ends. Together, they create a powerful net that not only catches readers but keeps them coming back.
The Momentum Method: Step-by-Step
Let’s walk through how an indie author might use paid marketing to grow their audience.
Step 1: Get Your Book Retail-Ready
Before you spend a single dollar on promos or ads, your book needs to be ready for primetime.
Make sure you have:
- A professional-looking cover that suits your genre
- A compelling book description
- Solid editing and formatting
- Retail reviews or endorsements (even a few early ones help)
- A clear price point for the promo (e.g., $0.00, $0.99, $4.99)
Think of this as laying the track before you power up the train. If you send a surge of traffic to your book and it’s not up to par, you risk losing potential readers and wasting your budget.
Step 2: Plan a Promo Stack
For launches, discounts, or series hooks, start with an email promo stack.
For example, a mystery author running a free Book 1 might book:
- Day 1: Freebooksy – Mystery
- Day 2: RetireHub – Thriller / Cozy Mystery
- Day 3: The Fussy Librarian – Mystery
For a mystery author launching a free first-in-series, this kind of promo stack ensures your book is seen by different but overlapping audiences of readers who love the genre. The result? A stronger algorithm boost, more downloads, and a wider pool of potential fans.
Step 3: Layer in Ads
Once the promo traffic starts rolling in, it’s time to extend the runway.
Use Facebook or Amazon ads to:
- Continue reaching new readers after the promos end
- Retarget browsers who didn’t click the first time
- A/B test your messaging and creative
- Build brand recognition over time
If you’re not ready to DIY your ads, services like Reader Reach Facebook Ads or Reader Reach Amazon Ads offer full-service ad management, so you can stay focused on writing while the algorithms do their thing.
Step 4: Capture the Reader
Here’s the part most authors overlook: Make sure you’re capturing those readers for the long term.
Promos and ads will drive traffic, but don’t let those readers disappear into the ether!
Make sure you’re turning one-time clicks into ongoing connections:
You want that reader who clicked your Freebooksy promo or saw your Facebook ad to become a fan. That means:
- Include a call-to-action in your book (e.g., “Join my newsletter”)
- Offer a reader magnet (like a bonus chapter or free novella)
- Build an email list and keep in touch between launches
That’s how you convert momentum into a meaningful, long-term audience. The goal isn’t just a one-time download. It’s a relationship.
How Often Should You Run Promos and Ads?
There’s no one-size-fits-all answer, but here’s a good rule of thumb
- Promos: Run during launches, price drops, or strategic pushes
- Ads: Run consistently to build and maintain visibility
Some authors stack promos every 60–90 days to keep their backlist fresh. Others run low-budget ad campaigns year-round to keep traffic flowing.
The key? Test, tweak, and keep moving. Momentum builds when you keep the wheel turning.
Final Thoughts: Marketing Is a Marathon, Not a Flash Sale
Paid marketing isn’t about quick wins (though you might get those, too). It’s about growing your presence, learning what resonates, and building reader relationships that last.
So if you’re ready to grow your audience, don’t just hope for a breakout moment; create your own momentum.
Start with an email promo. Layer in an ad campaign. Capture every reader you can.
And remember: every click, every download, every reader… It’s all part of the build.
Ready to put your momentum plan in motion?
Explore email promotions for your next launch or price drop.
Let Reader Reach Ads handle your ad campaigns.
Or schedule both and watch your audience grow.
Quick Recap: Author FAQs on Paid Marketing
What is the best way to promote my book as an indie author?
The most effective approach combines email promotions and digital ads. Email promos give you quick exposure by sending your book to engaged readers, while ads help sustain long-term visibility and sales. Together, they create marketing momentum that builds your audience over time.
What are email promotions for authors?
Email promotions are paid placements in reader-focused newsletters that feature discounted or free eBooks. Platforms like Freebooksy, Bargain Booksy, and Red Feather Romance send your book to thousands of genre-targeted readers, increasing downloads, sales, and visibility.
What is a promo stack?
A promo stack is when you run multiple email promos across a few days. This strategy:
- Increases exposure to diverse reader lists
- Boosts Amazon and retailer algorithm signals
- Drives more downloads or sales in a shorter window
It’s a proven tactic for maximizing the impact of a free or discounted eBook promotion.
When should I run an email promo for my book?
Email promotions work best when:
- You’re running a limited-time discount or free promo
- You’re launching a new book or series
- You want to boost your Amazon ranking
- You’re seeking reviews and visibility
Many authors stack multiple promos over a few days to maximize exposure.
How do digital ads help sell books?
Digital ads (on Facebook, Amazon, or Instagram) help you:
- Target specific reader interests and behaviors
- Maintain visibility between book launches
- A/B test different messaging and creatives
- Build brand awareness and newsletter subscribers
Ads are ideal for long-term growth and ongoing list-building.
How often should I run book promos and ads?
- Email promos: Every 60-90 days, especially during launches or discounts
- Ads: Run continuously at a modest budget for steady growth
The key is consistency. Testing and adjusting over time helps you find the right rhythm for your goals.
Can I run ads without managing them myself?
Yes! Reader Reach Ads are full-service Facebook and Amazon ad campaigns managed by the Written Word Media team. You choose your goals and budget; we handle the targeting, testing, and optimization.
How do I turn one-time readers into long-term fans?
To build an ongoing relationship with readers:
- Include a call-to-action in your book (e.g., join your email list)
- Offer a free bonus or reader magnet
- Send consistent, valuable emails to your list
Paid marketing gets you visibility—your email list helps you keep it.