Pay per click (PPC) marketing is one of the most popular types of digital marketing, but how well could it work when it comes to promoting and selling books?

PPC is quite popular because of its cost-effectiveness as you will pay only if someone clicks on your ad. This limits your spending and enables authors to reach target audiences without overspending.

The platforms available to you when it comes to PPC include Google, Facebook, Twitter and Amazon KDP. Amazon KDP PPC primarily deal with selling books. Read on to discover the details on how each platform works.


This is the biggest PPC provider and it works through Google Adwords. These are small sponsored ads located on the right-hand side once you do a Google search. Google Ads have 3 sections, that is, a headline consisting of about 25 characters, a body with around 70 characters, and a link either to your website or to your book.

Compared to other forms of advertising, Google Adwords are more effective as it targets people with an interest in what your book is about. This gives you a higher chance of selling.

Your ads will be more successful if you appear on the first or second page of the Google search. Google Adwords have tools that will help you choose the appropriate keywords to give you more visibility.


Facebook ads work best if your target audience is mostly online, but are not ideal for low prized books. Facebook gives you an opportunity to ‘boost’ a post or an ad to reach a broader audience and use them as a platform to inform your audience of an impending book launch.

One way through which you can use Facebook to sell books is by building a mailing list. You can create an ad in which you offer something in exchange for your audience’s names and email addresses. You can then draw them into your sales funnel and sell your book through email marketing.

You can also make use of live videos or create book signing ads by creating a Facebook Event.


Social media is not one of the places that people go to when they want to purchase a book, but with a little creativity, you could effectively use Twitter to use this. Sites such as Twitter give you a perfect opportunity to build a fan base.

Making the hashtags and the @mention could be an effective way of passing across a message about your book. Instead of using generic hashtags such as #Bestseller, #Kindle, and so on, search a relevant trending #topic. It would be ideal to add @amazon at the end of your tweet or on your ad as some book lovers might search for that.

Amazon KDP Select PPC

This was only available to authors who are enrolled in Kindle’s Select programme but has now been opened to any ebook. Publishers can now make use of Amazon Marketing Service (AMS) ads to advertise their books. Just as with Google Ads, you would have to come up with appropriate keywords.

Self-published authors have a hard time attracting an audience. Through the explained PPC ads, they can promote their book sales.

Any results from tips given in this article could easily be amplified with the right form of PPC management as well!