Authors looking to sell more books often face the question of whether to focus on paid advertising or organic marketing. Some swear by running Amazon and Facebook ads, arguing that paid traffic is the fastest way to drive sales.
Others insist that organic methods like content marketing, social media, and word-of-mouth are the best long-term strategies. The truth is, both approaches can work—but they serve different purposes and require different skill sets. The key isn’t choosing one over the other; it’s understanding how each works and where to focus based on your goals, budget, and experience.
The Strengths of Paid Advertising
Paid ads allow authors to get their books in front of potential readers almost instantly. Platforms like Amazon Ads, Facebook Ads, and BookBub Ads let you target specific audiences based on reading habits, interests, and purchasing behaviour.
This can be incredibly powerful because instead of waiting for readers to discover your book organically, ads put your book directly in front of people who are most likely to buy it.
One of the biggest advantages of paid advertising is scalability. If an ad campaign is performing well, meaning that for every dollar you spend, you’re making a profit, you can increase your budget and get even more sales.
This is why many top-selling authors use paid ads consistently. Instead of relying solely on word-of-mouth or unpredictable social media reach, they use ads as a steady traffic source that drives sales every day.
Another benefit of paid ads is their ability to boost visibility for new books or revive older titles. Amazon’s algorithm rewards books that are getting consistent sales, so if an ad campaign helps you sell more copies, your book is more likely to show up in Amazon’s recommendations, “Customers Also Bought” sections, and search results. This creates a snowball effect where the visibility generated by ads leads to more organic sales over time.
However, paid ads come with risks. If you don’t know how to run them properly, you can spend a lot of money without seeing results. The key to success with paid ads is understanding how to target the right readers, optimise your ad copy, and track your results. Many authors make the mistake of throwing money at ads without analysing what’s working, leading to wasted budgets and disappointing sales.
Another challenge is profitability. While some books can generate a strong return on investment, others may struggle to break even. This is especially true for new authors who only have one book.
Paid ads work best when you have a series or multiple books, allowing you to profit from read-through (when readers buy additional books after finishing the first one). If you only have a single book, running ads can be riskier, as it may be harder to make back your investment.
The Strengths of Organic Marketing
Organic marketing, on the other hand, doesn’t require a financial investment but does take time and effort. Instead of paying for traffic, organic marketing relies on building an audience naturally through social media, email lists, blogging, networking, and word-of-mouth. The biggest advantage of organic marketing is that once you build momentum, it continues working for you long-term without ongoing costs.
One of the most effective organic strategies is email marketing. An engaged email list allows you to reach readers directly without relying on algorithms or ad budgets. If you consistently provide value—whether that’s exclusive content, behind-the-scenes updates, or bonus material—your subscribers are more likely to buy your books when they launch. Unlike ads, where you’re constantly spending money to reach new readers, an email list gives you a free, direct line to your audience.
Another powerful organic method is content marketing. Authors who consistently create valuable content through blogging, YouTube, podcasting, or even social media can attract readers without spending a dime on ads.
Nonfiction authors, in particular, can benefit from writing articles related to their book’s topic and ranking in search engines, bringing in consistent organic traffic over time. Fiction authors can use content marketing by sharing short stories, book teasers, or insights into their creative process, drawing in readers who become invested in their work.
Social media engagement is another form of organic marketing that can lead to book sales. However, the key is using social media strategically. Instead of simply posting “Buy my book!” messages (which don’t work), successful authors focus on building relationships and engaging with their ideal readers.
This could mean participating in genre-specific Facebook groups, interacting on X, or building an engaged community on platforms like Instagram or TikTok. The most successful authors don’t just post about their books; they create content that connects with their audience and makes them want to follow along.
Organic marketing also benefits from word-of-mouth and reader-generated buzz. When readers love a book, they naturally talk about it, leave reviews, and recommend it to friends.
This kind of organic momentum is what leads to long-term book sales. The best way to encourage word-of-mouth marketing is by writing a book worth talking about, making sure your cover and blurb are compelling, and engaging with readers in a way that makes them feel part of your journey.
Which Should You Focus On?
The answer depends on your goals, experience, and available resources. If you’re an author with zero budget and plenty of time, organic marketing is the best place to start. Building an email list, engaging with your audience, and creating content that attracts readers costs nothing but can generate long-term success. Many authors who can’t afford ads early on focus on audience-building first, then invest in paid ads once they have a strong foundation.
If you have a budget and want to accelerate your results, paid ads can be a powerful tool—but only if you take the time to learn how they work. Jumping into paid advertising without research can quickly burn through money without generating sales. If you’re new to ads, start small, test different approaches, and track what’s working before increasing your budget.
For most authors, the best approach is a combination of both. Paid ads can drive immediate traffic and increase visibility, while organic marketing builds a loyal audience that continues to support your books over time.
Some authors use ads to attract new readers, then move them to an email list where they can market to them for free in the future. Others use organic marketing to gain traction first, then scale up with paid ads once they’ve established an audience.
The mistake many authors make is relying too heavily on one method while ignoring the other. Some expect ads to do all the work without focusing on audience engagement, leading to short-term sales but no long-term readers. Others spend years trying to build an organic following without ever experimenting with paid strategies that could help them scale faster.
A smart approach is to test both and see what works best for you. If your book is getting organic traction, investing in ads might help amplify that success. If ads aren’t working well, focusing on building an engaged audience might be a better approach. The key is to track your results, adjust your strategy, and find a balance that works for your book and your goals.
At the end of the day, the most successful authors aren’t just running ads or just posting on social media. They’re using a mix of strategies to drive both short-term and long-term success. The best marketing plan is one that brings in consistent sales now while also building a foundation for sustainable growth in the future.
Until Next Time
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