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.