Why Your $100 Amazon Ads Budget Isn’t Turning Into Sales (And What to Do About It)

Spending $100 a day on Amazon Ads but not seeing any sales can be incredibly frustrating. You know your book is great, but your ad spend isn’t delivering the results you expected. If you’re feeling stuck, don’t worry—you're not alone. Many authors face this challenge, and there are actionable steps you can take to turn things around.

Here’s a breakdown of what might be going wrong and how to fix it.

1. Are You Targeting the Right Keywords?

The Problem: If you’re not targeting the most relevant or high-converting keywords, your ads might be shown to the wrong people. This means your audience isn’t finding your book, even though you’re spending money to advertise it.

What to Do:

• Refine your keyword strategy: Start by reviewing the keywords you’re bidding on. Are they specific to your book’s genre or theme? Broad keywords like "children's book" or "novel" might be too general and competitive. Instead, try more niche keywords such as "children's adventure story" or "picture book about friendship."

• Use Amazon's keyword tool: Amazon provides keyword suggestions when you set up ads. Make sure you're selecting keywords that match your target audience and book genre. You can also check your competitors’ keyword usage for inspiration.

2. Are Your Ads Competing with Too Many Others?

The Problem: If you’re in a highly competitive genre or your keywords are too broad, you might be facing high competition for impressions. This could mean your ads aren’t getting shown enough, even if you have a decent bid.

What to Do:

• Refine your targeting: Narrow your focus to specific audiences that are more likely to be interested in your book. For example, you could target readers of specific bestselling authors in your genre. This way, your ad will appear when they search for books similar to yours.

• Lower your bid and improve your CTR (click-through rate): Rather than raising your bid, aim to improve your CTR by creating more compelling ad copy and visuals that draw attention. A higher CTR often results in lower costs per click over time.

3. Is Your Book’s Product Page Optimized for Conversion?

The Problem: Sometimes the issue isn’t the ad itself—it’s the book’s Amazon product page. If your page isn’t compelling or doesn’t clearly convey your book’s value, even the best ads won’t lead to sales.

What to Do:

• Update your book description: Your book blurb should grab attention, clearly explain the value of your book, and include a strong call-to-action (CTA). Use bullet points for key highlights and ensure the copy is free from errors.

• Improve your cover: A professional, eye-catching cover can make a huge difference in your sales. If your cover doesn’t stand out or looks unprofessional, it may deter potential readers from clicking your ad.

• Gather reviews: Positive reviews serve as social proof. If your book doesn’t have enough reviews, it may appear less credible. Ask readers or friends to leave honest reviews and consider offering a free copy in exchange for a review.

4. Are You Using the Right Ad Type?

The Problem: Amazon offers several types of ads, such as Sponsored Products, Sponsored Brands, and Product Display ads. If you’re using the wrong type of ad for your goal, you might not be reaching the right audience.

What to Do:

• Sponsored Products: These are the most effective ads for individual books. They appear on search results and product detail pages. If you’re promoting a specific book, make sure you’re using Sponsored Products.

• Sponsored Brands: These are good for promoting multiple books or building brand awareness, but they tend to be better suited for authors with multiple titles.

• Test different ad types: Try using a mix of Sponsored Products and Sponsored Brands to see what works best for your book.

5. Are You Monitoring Your Ads Regularly?

The Problem: Simply setting up your ads and letting them run without monitoring them can lead to wasted spend. Without making data-driven adjustments, you might be throwing money away.

What to Do:

• Optimize your campaigns: Check your ads regularly and make adjustments based on performance. Look for keywords that aren’t converting and pause them. Test different ad copy or images to see which ones get more clicks. If you’re running manual campaigns, adjust bids on high-performing keywords.

• Track your ACoS (Advertising Cost of Sale): A high ACoS means you're spending too much on ads relative to your sales. Aim to lower this by optimizing your bids, improving your CTR, and refining your target audience.

6. Is Your Book Priced Competitively?

The Problem: If your book is priced too high compared to others in your genre, it might deter potential buyers—even if the ad is working and bringing in clicks.

What to Do:

• Research competitive pricing: Check the prices of similar books in your genre. If your book is priced too high, consider offering it at a discount or running a limited-time promotion to draw in buyers.

• Consider a price test: Try adjusting your book’s price to see if it affects your ad performance. A small drop in price can lead to a significant increase in sales.

Ready to Dive Deeper?

If you’re facing these challenges with Amazon Ads and other book marketing strategies, don’t worry, I’ve got you covered. My eBook, The Independent Author's Guide to Book Marketing: Strategies for Success, takes you step-by-step through the entire process, including how to optimise your Amazon Ads, target the right keywords, improve your book’s product page, and much more.

With practical advice and actionable tips, you'll learn how to effectively market your book, track your ad performance, and finally turn that ad spend into real sales.

Purchase your copy today and start advertising your book with confidence!

10 Affordable Book Marketing Tactics That Actually Work for Indie Children’s Authors

You’ve written a beautiful children’s book. You’ve navigated the maze of self-publishing. Now what?

For many indie authors, the real challenge begins after launch: getting your book into the hands of readers—parents, teachers, and little bookworms alike. The good news? You don’t need a big budget to build buzz. Here are 10 proven and affordable tactics that actually work for marketing children’s books.

1. Tap into Local Schools and Libraries

Cost: Free to Low

Offer to do a free author reading at a local primary school, early learning centre, or library. These communities are always looking for engaging literacy activities—and it’s a great way to build word-of-mouth.

Pro Tip: Bring activity sheets or colouring pages based on your book to leave behind.

2. Create a Simple Author Website

Cost: ~$10–$50/year for hosting

Your website doesn’t need to be fancy, but it does need to exist. Parents, educators, and media will search for you—make sure they find more than an Amazon link. Include a bio, book info, reviews, and a newsletter signup.

Tools: Wix, Squarespace, or WordPress with a clean template.

3. Build an Email List Early

Cost: Free for up to 500–1,000 subscribers

Email is still one of the most effective ways to market. Offer a free printable, bonus story, or coloring sheet in exchange for an email signup.

Tools: MailerLite, ConvertKit, or Substack.

4. Pitch to Parenting & Education Blogs

Cost: Free

Reach out to bloggers and websites that focus on parenting, literacy, or children's books. A well-timed feature, Q&A, or review can introduce your book to thousands of engaged readers.

Start with: Australian Baby Bargains, Childhood 101, Kidspot, or independent teacher blogs.

5. Use Social Media with Intention

Cost: Free

Focus on one platform where your audience is. Instagram is great for visual storytelling, while Facebook groups are packed with parenting communities. TikTok’s #BookTok and #KidsBookTok also have growing reach.

Content Ideas: Behind-the-scenes writing, author readings, kids’ reactions, or fan art.

6. Run a Giveaway

Cost: $10–$20 for shipping + book

Giveaways create buzz, generate shares, and boost engagement. Run one on Instagram, your website, or through Goodreads. Partner with a parenting influencer or another author for more reach.

7. Get on Podcasts for Parents or Authors

Cost: Free

Pitch yourself as a guest to parenting, author, or literacy-focused podcasts. It’s a powerful way to share your story, build authority, and connect with a niche audience.

Search for: “Australian parenting podcast,” “children’s book author podcast,” etc.

8. Use Amazon Ads—Strategically

Cost: As little as $2/day

Amazon Ads can be effective even on a small budget if you target the right keywords (think: “mindfulness picture books” or “books about resilience for kids”). Test and scale slowly.

Tip: Start with automatic targeting to gather data, then refine.

My eBook includes step-by-step guides on smart investment strategies, budget planning, channel prioritisation, and how to set up ads across key platforms so you can market your book with confidence and clarity.

9. Join Indie Author Communities

Cost: Free

Facebook groups, Discord servers, and author forums are goldmines for advice, cross-promotion, and support. Some great ones include:

• Children’s Book Authors & Illustrators: Marketing & Tips

• 20BooksTo50K

• The Indie Author Mindset

10. Add Value Beyond the Book

Cost: Free to Low

Create printable activities, lesson plans, or videos that enhance your book's themes. Offer them to teachers, homeschoolers, or parents via your site or email list. It keeps your book relevant beyond storytime.

Final Thoughts

Marketing your children’s book doesn’t have to drain your wallet. By combining smart strategy with a bit of hustle, you can grow your audience, generate sales, and make a meaningful impact—one reader at a time.

About the Author:
Emma Macey is the author of Matilda and the Bear and the upcoming The Independent Author's Guide to Book Marketing: Strategies for Success. She helps indie children's authors navigate the business of books with clarity and heart.

The Biggest Challenges Indie Authors Face When Self-Publishing (and How to Overcome Them)

Self-publishing has opened the floodgates for creative voices across the world—particularly in children’s literature. Yet for all its promise, it also brings a unique set of hurdles. Whether you’re just starting out or you’ve published multiple titles, understanding the biggest challenges indie authors face can help you prepare, pivot, and persevere.

Here’s a look at the most pressing pain points in the self-publishing journey—along with tips on how to tackle them.

1. Marketing & Discoverability

61% of indie authors cite marketing as their top challenge.
(Source: Written Word Media, 2023)

With over 2 million self-published titles released each year, standing out is no easy feat. Many authors underestimate the marketing lift required after a book is launched. Building an audience, running campaigns, or even understanding how Amazon’s algorithm works can be daunting.

Tips to overcome:

• Build your author platform early: Start with a simple website and an email list.

• Use social media strategically: Focus on where your readers (or their parents) are—Instagram, Facebook, or TikTok.

• Leverage Amazon Ads and Meta Ads: Start small, test audiences, and scale.

• Collaborate with fellow authors for cross-promotions or newsletter swaps.

2. Budget Constraints

54% of indie authors spend less than $500 to publish a book—but often regret it.
(Source: Alliance of Independent Authors, 2023)

Low-budget publishing can lead to subpar cover design, limited editing, or poor formatting—all of which affect credibility and sales. Yet not everyone has thousands to invest upfront.

Tips to overcome:

• Prioritise spending: If you can only afford one thing, invest in a professional editor or proofreader.

• Use budget-friendly tools: Canva for graphics, Vellum or Atticus for formatting, and Reedsy for freelancer hires.

• Consider crowdfunding or pre-orders to raise funds.

3. Time Management & Burnout

42% of indie authors say balancing writing with full-time work or parenting is a major hurdle.
(Source: Reedsy Author Survey, 2022)

Many authors juggle writing around busy schedules, leading to inconsistent productivity or complete burnout.

Tips to overcome:

• Set SMART goals: Break your writing and marketing tasks into manageable chunks.

• Use tools like Trello, Notion, or even a simple Google Calendar to plan weekly sprints.

• Outsource what you can—whether it's editing, marketing design, or formatting.

4. Navigating the Publishing Process

35% of indie authors struggle with the technical aspects of publishing.
(Source: Written Word Media, 2023)

From ISBN registration to Amazon KDP setup, the back end of publishing can be complex and time-consuming—especially the first time around.

Tips to overcome:

• Use platforms like Draft2Digital or IngramSpark for distribution and simplified uploads.

• Watch tutorials or take a short course—Reedsy, Skillshare, and YouTube offer free resources.

• Join indie author communities on Facebook or Reddit for peer support and advice.

5. Getting Reviews & Social Proof

67% of readers are more likely to buy a book with 10+ reviews.
(Source: BookBub Insights, 2023)

But getting those first reviews can feel like an uphill battle—especially without a large fanbase.

Tips to overcome:

• Reach out to book bloggers and children’s book reviewers.

• Offer free copies to parents, teachers, or librarians in exchange for honest reviews.

• Include a review request at the back of your ebook or printed book.

• Use ARC platforms like Booksprout or StoryOrigin to build momentum pre-launch.

Final Thoughts

Self-publishing is empowering, but it’s also a long game. The good news? You’re not alone. Every indie author faces challenges but those who succeed are the ones who learn, adapt, and stay the course.

Stay tuned—my next post will share 10 affordable book marketing tactics that actually work for indie children’s authors!

About the Author:
Emma Macey is the author of Matilda and the Bear and creator of The Independent Author's Guide to Book Marketing: Strategies for Success. She helps aspiring children’s authors navigate the publishing journey with confidence and creativity.

The Biggest Mistakes Indie Authors Make When Advertising Their Book

by Emma Macey

You've written your book, polished the illustrations, and hit publish—now comes the tricky part: getting it into readers’ hands. For many indie authors, advertising seems like the obvious next step. But without a solid strategy, it’s easy to waste money fast.

Here are some of the biggest mistakes I see indie authors make when it comes to advertising their book—and how to avoid them.

1. Spending Too Much Too Soon

Excited authors often dive headfirst into Facebook or Amazon ads with a big budget, hoping for instant results. The problem? Without testing and learning first, you could be throwing hundreds of dollars at audiences who aren’t ready to buy.

Tip: Start small. Run low-budget test campaigns to learn what resonates. Scale only when you start seeing consistent performance.

2. Targeting Too Broadly

It’s tempting to aim for a huge audience—after all, more people = more potential buyers, right? Not quite. When your ads aren’t targeted, they often get ignored, costing you money without driving results.

Tip: Get specific. Know your ideal reader (and buyer—often the parent!) and tailor your targeting, messaging, and visuals to them.

3. Relying Only on Ads

Advertising is just one part of a bigger marketing puzzle. If your website isn’t clear, your book blurb doesn’t connect, or your Amazon page isn’t optimised, even the best ad can fall flat.

Tip: Before investing in ads, make sure your sales page is strong, your messaging is clear, and your reviews are building trust.

4. Not Tracking Results

Too many authors run ads without really knowing what’s working. They boost a post, cross their fingers, and hope sales will follow—but without proper tracking, it’s all guesswork.

Tip: Learn how to read your metrics. Set clear goals (clicks, signups, sales) and monitor your cost per result. That data is gold.

5. Trying to Do It All at Once

From Instagram to TikTok to paid ads and email marketing, it can feel like you have to be everywhere at once. That can spread your budget—and energy—too thin.

Tip: Focus on one or two channels at a time. Do them well, learn what works, then expand.

Final Thoughts

Advertising your book is a powerful tool—but only when done with purpose. The key is to invest wisely, test and learn, and build a foundation that supports your long-term growth as an author.

If you're not sure where to start, I’ve created a guide that breaks down the steps to market your children’s book without the overwhelm. You can find purchase the book via my shop on the website.

You’ve already done the hard part—writing the book. Now let’s make sure people find it.