Using Google Ads to Market Your Author Website? Here’s What You Need to Know

An article from Forbes highlights that the self-publishing industry has grown exponentially in the past decade. Over the last five years alone, WordsRated found that the number of self-published books has increased by 264%. However, this also means that competition has toughened. To stand out, authors have turned to building websites that potentially widen their reach.

As an author, your website is your digital business card, allowing you to showcase your books, blog posts, and updates to readers. To grow your audience and attract new visitors, Google Ads can be a powerful tool for driving traffic to your site. Whether you’re a seasoned writer or new to the world of self-publishing, using Google Ads effectively can help you build a wider readership. Here’s how:

Target the right audience with keywords

One of the first steps in setting up Google Ads is choosing the right keywords to target. This means thinking about how readers search for books, genres, and topics related to your writing. Use long-tail keywords that reflect the specific niche of your books. For example, instead of a generic keyword like “fantasy novel,” use more targeted phrases like “YA fantasy novel with strong female lead” or “historical fiction based on WWII.”

To find the best keywords, research what terms potential readers are searching for in your genre. You can use Google’s Keyword Planner tool to discover relevant keywords with low competition. This approach will ensure that your ads are shown to readers most likely to engage with your content.

Create compelling ad copy

Your Google Ads copy needs to be as engaging and compelling as your book blurbs. Use concise language that immediately grabs attention and conveys the essence of your writing. Highlight what makes your books unique. As we discussed in our post Summer 2023 Marketing Advice, you can attract new audiences through your storytelling style, genre, or a special offer, such as a giveaway on GoodReads.

Incorporate a strong call to action (CTA) that entices readers to click through to your website. Phrases like “Download the first chapter for free” or “Explore new worlds with my latest fantasy series” can encourage potential readers to take action. Remember, your ad copy should reflect your author brand and be consistent with the tone and voice of your books.

Optimize your pay-per-click (PPC) strategy

To make the most of your advertising budget, it’s crucial to optimize your pay-per-click (PPC) campaigns. Start by setting a clear budget that reflects your marketing goals. From there, focus on improving your Google quality score, which is influenced by factors like keyword relevance, ad quality, and landing page experience.

Your landing page—the page users arrive at after clicking on your ad—should be highly relevant to the keywords and ad copy you’re using. For instance, if you’re promoting your latest thriller novel, the landing page should showcase that book prominently. Aside from improving your quality score, a high-quality landing page can also lower your cost-per-click, helping you stretch your advertising budget further.

Use retargeting ads

Not every reader will make a purchase or sign up for your newsletter the first time they visit your website. That’s where Google retargeting comes in. Google Ads allows you to create retargeting campaigns that display ads to users who have already visited your site but didn’t take any action.

For authors, this is particularly useful for building long-term engagement. You can target readers who visited your website and remind them about your upcoming book release, new blog posts, or a limited-time discount on your ebooks. Retargeting keeps your author brand fresh in their minds and increases the chances of converting casual visitors into loyal readers.

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J Manning has been freelancing as a writer for four years, focusing on topics related to creative writing and Anglo-American literature. Lately, she is interested in the possible implications of AI technology on writing and its potential impact in the future. When not nose-deep in her ever-growing ‘to read’ list, she spends time (clumsily) experimenting with watercolors.

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