SFFMP 48: Facebook Advertising That Works with Mark Dawson

We chatted with indie thriller author Mark Dawson today, someone who found success before he started tinkering with Facebook advertising, but who then really ratcheted up his sales and earnings by figuring out what’s working over there. He now runs a course to help other authors and has several free instructional videos up at Self Publishing Formula. If you like what you hear in the interview, you may want to check them out.

Here’s some of what we covered:

  • Setting up advertising campaigns versus running boosted posts (Mark doesn’t bother with boosted posts)
  • Sending people directly to Amazon to buy books or, even better, sending them to a mailing list sign-up page and giving them free books (i.e. your starter library or series starter) in exchange for an email address (never advertise just for likes to your Facebook page)
  • Setting a bid price for ads versus letting Facebook choose in order to optimize clicks
  • Choosing a target audience (i.e. as a thriller author, Mark targets fans of Lee Child) based on interests that are likely to make them fans of your work
  • Does it matter if you’re in KDP Select and your books aren’t available everywhere? Will fewer of your clicks convert?
  • Do certain genres perform better than others with Facebook advertising?
  • How much can a new author just jumping in expect to spend?
  • Using Chrome and the Facebook Power Editor for greater control over your ads
  • Taking your existing mailing list, importing it into Facebook, and creating an all new custom audience to target based on the interests of your current subscribers
  • Advertising consistently, day-to-day, versus just advertising when you’re doing a book launch or a sale
  • Tips for making it work even if you’re in a small niche without any big-name authors to target


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