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How to Publish an Ebook Series – Part 9: Other Marketing Techniques

How to Publish an Ebook Series – Part 9: Other Marketing Techniques

By Pat Flynn on

Note: Some of the details regarding specific advertising strategies may be out of date. For current recommendations regarding selling your ebooks, check out my guide eBooks The Smart Way (Editor’s Note 09/2015).

Ok, so you can do all of the free marketing techniques you want—sometimes you’ll still feel the need to fork over a little bit of cash to reach more customers. Today, I’ll summarize some common services and programs you can use to advertise and market your eBook.


  1. Part 1—Why I chose to go with an eBook rather than a hard copy version.
  2. Part 2—How to Get Started after you have an idea about what you want to write about.
  3. Part 3—Important things your eBook you should include.
  4. Part 4—Getting Ready to Sell it Online.
  5. Part 5—Tools, websites and Automation.
  6. Part 6—10 Steps to a Great Sales & Landing Page
  7. Part 7—Pricing Strategies
  8. Part 8—Free Marketing Techniques

Google AdWords

Most of you are probably familiar with Google AdSense, the program that allows you to put content generated ads on your website for click-through earnings. However, I’m sure not all of you are familiar with Google AdWords, which is the other end of the advertising equation.

With AdWords, you pay to have ads that you create either show up when people type in certain keywords in Google, or on related websites (or both). The nice thing about this type of advertising is that you don’t pay until people click on your ad and visit your website (PPC advertising).

The hard part is making sure you’re targeting the right customers, so that when they do click onto your website, they are more likely to buy your eBook.

Now, there are a billion different resources out there about how to optimize your earnings with Google AdWords, and honestly I’m not an expert—and even if I was it would take about 20 different posts to go over everything (it’s easy to use, but tough to master…it’s really become a science). So in short, I won’t go over all of the details. I will tell you, however, about a few key highlights that you should understand.

The most important parts are your ad copy (what you say in your ad), and the keywords or websites you choose to show your ad on. You might think that you should try to show your ad to as many people as possible, but that’s not what you want to do. You might get a lot of people coming to your website, but you’ll get people who don’t want/need your eBook, and you’ll have wasted their time and your money.

You want to show your ad to as many people as possible who are most likely to buy your product. This is done through filtering by your keyword choices, what you say in your ad, and you can even do it geographically within AdWords as well.

I’ve used AdWords for a few affiliate marketing campaigns (not selling my own products, but selling other people’s products for a commission), and I have to tell you, you can lose money real fast if you don’t know what you’re doing. Here are some good starting points if you’re interested in Google AdWords:

Just so you know, a click can cost you anywhere between $0.02 per click, and $5.00 a click (and probably more). A lot of it depends on they keywords you choose and how competitive they are.


Facebook is pretty awesome. Not only because I can stalk follow my friends and know exactly what they’re up to, but because there are millions of people that you can easily reach to promote your eBook.

If you have a facebook account, you can start advertising. All you need to do is find the “ads and pages” or “ad manager” facebook application, and you’re ready to go.

The best part is, you can get highly targeted traffic that fills the profile of exactly who you want to sell your eBook to. Again, this helps with the “weeding” process so you don’t waste money on clicks that don’t generate profit.

Here is a screenshot of how you can easily target whoever you want:

It’s pretty cool because you can see how many people your ad could possibly be shown to.

For me, when I use Facebook to sell my study guide for the LEED exam (which I do every once and a while), I would choose the following target:

  • Location: United States (because that’s where the exam is taken)
  • Age: 21 to 55 (because those are the ages of people who are most likely to take the exam)
  • Education: College Grad (because most test takers are engineers or architects who are college grads)
  • etc.

The ads that I create would only be shown to these type of people.

If I wanted to be fancy, I could create a bunch of different ads for specific locations within the United States. My ad copy (the text on my ad) would mention the location and that could draw in more clicks, since it will seem more personalized.

So, if you were writing an eBook that was specifically for new mothers, you could specify females ages 25 to 40, engaged or married, and you’ve have the right audience to see your specific ad.

What do the facebook ads look like? They usually come with a small picture and a bit of text underneath, which are shown to your targeted audience in their sidebar:

The thing is, there are specific rules and guidelines that must be followed, or else your ads will be denied and you’ll have to try again. They are pretty strict, so when you get your ad manager up and running from the applications menu, please read the terms of service and the rules before you begin.

You can pay anywhere from $0.30 to $3.00 (or more) per click, but you’re getting good traffic here.

Private Advertising on Specific Blogs

I’ve talked about how I sell private advertising spots on my blog at It’s a great way to earn a little extra side cash for doing almost nothing.

If you’re on the other end and you need to sell something, advertising on a specific blog isn’t a bad idea at all either. Why? Because if you find the right blog, which has the right audience, there’s definitely potential to get some customers.

Payments are made usually on a month to month basis, with discounts for longer term commitments. It depends on the specific terms on the blog that you find that offers advertisement space. Prices could range from $5.00 to $500 per month, or more! The main factor in determining the price is usually the traffic, so you’d most likely be getting what you pay for.

To find a blog you can easily just do a Google search and type in the keywords that your eBook is related to, and also add the word blog to that ans see what comes up. If you find a blog that doesn’t seem to offer advertising spots, and you really think it would be good for you to promote there, feel free to send a friendly email to the webmaster and ask if they would be willing to work with you.

Up Next

These are just a few ways you can pay to advertise your eBook online. I hope it provides you with a good start once you start searching for a specific kind of traffic.

I believe my next post will be the last of the eBook series, and it will be all about affiliate marketing and how to get other people to sell your eBook for you. It’s a powerful, viral technique which can put tons of cash into your pocket. Stay tuned!

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