Author Rebecca Hamilton Highlights How to Determine Your Book’s Audience

Author Rebecca Hamilton understands the challenges authors face when running paid advertisements for their books—whether it's struggling to identify a solid target audience or seeing campaigns fail to connect with ideal readers. Many authors encounter these obstacles, but there are proven strategies to overcome them. This guide will help pinpoint the right audience, explain why ads sometimes miss the mark, and provide smarter targeting techniques to drive clicks, sales, and engaged readers.

Best known for advanced Facebook advertising methods for fiction books and business strategies that help authors achieve six- and seven-figure net profits annually, Author Rebecca Hamilton emphasizes one critical skill for authors at any level: identifying their book’s audience. A common frustration among authors is the limited targeting options available for ads. Amazon’s AMS platform provides the most control—if advertisers know their audience and can get ads to deliver—while Facebook’s options can feel restrictive, especially when comparable author audiences seem scarce.

Even authors in niche genres or with unique writing styles can successfully run targeted ads. Whether crafting sports romance novels that deviate from traditional tropes or writing LitRPG progression fantasy that challenges genre norms, the right audience exists—it’s just a matter of finding them.

The Pressure to Get Targeting Right

Effective targeting strategies can reduce advertising costs and increase sales conversions, leading to a compounding positive impact on net profits. However, poor targeting can result in wasted ad spend, making precision crucial. Author Rebecca Hamilton recognizes the pressure authors feel to get everything just right. Yet, overanalyzing audience selection can lead to overly narrow targeting, preventing ads from delivering effectively. Rather than focusing on an “ideal” reader, the goal is to reach readers who would enjoy books like yours. Finding an exact author match is unrealistic—successful targeting doesn’t require a perfect doppelgänger.

Authors can maintain a unique brand while still appealing to readers of other authors, even if those authors aren't a direct match. For instance, targeting Colleen Hoover’s audience for an international spy thriller is unlikely to yield strong results. While some overlap may exist, the cost of finding the right readers within that audience can be inefficient. Striking a balance between finding comparable audiences and embracing the distinct aspects of a book’s brand is key. Rebecca Hamilton, author, will break down how to navigate that process effectively.

Identifying Your Target Audience

Authors often encounter several challenges when defining their audience, including:

• Struggling to find comparable authors who blend genres in a similar way.
• Noticing differences in writing style, tone, mood, or tropes between their work and that of other authors in their genre.
• Identifying relevant authors but finding them unavailable as ad targets or experiencing low ad delivery rates when targeting them.

Some authors attempt to reverse-engineer success by modeling their approach after well-known authors—emulating book covers, blurbs, pricing, and writing styles. However, this can lead to frustration when their books don’t achieve the same sales results. Additionally, even high-profile authors may not always be available as targeting options on platforms like Facebook.

Whether a book was crafted with a specific audience in mind or written purely from creative inspiration, Rebecca Hamilton, author, explains that understanding how to reach the right readers is essential.

Key considerations:

1. Your target audience may not be who you initially expect.
2. Your audience overlaps with many other audiences—meaning opportunities exist in unexpected places.
3. Different platforms require different targeting strategies. (Facebook, Amazon, and BookBub ads each function uniquely.)

By recognizing these factors, authors can refine their approach and connect with the right readers more effectively.

Rethinking Common Advertising Advice

Many book marketers recommend targeting authors found in your also boughts for ads. However, Author Rebecca Hamilton challenges this widely held belief, as this approach often presents more risks than benefits.

While also boughts can offer insights, Rebecca Hamilton, author, explains that there are several reasons why relying on them for ad targeting may not be effective:

1. Algorithmic Influence – Also boughts play a significant role in recommendation algorithms. Targeting the wrong authors can either tie a book’s visibility to an underperforming title or attach it to a bestseller that doesn’t convert to actual sales. Thoughtful targeting, especially through AMS ads, can generate organic sales—whereas poor targeting can lead to stagnant or declining net profits.
2. Limited Visibility – Established authors with strong sales may appear in also boughts and serve as viable targets. However, if a book is still gaining traction, targeting lesser-known authors may not yield results if no one is actively searching for them.
3. Platform Limitations – Many authors appearing in also boughts are not available as ad targets on platforms like Facebook. This can lead to unnecessary frustration and wasted effort.

Instead of using also boughts as a strict targeting list, they can serve as a guide to understanding the types of books a readership enjoys. This broader perspective helps refine targeting strategies while ensuring ad selections align with effective marketing principles.

While traditional advice may be well-intentioned, it is often outdated or based on anecdotal success. If conventional methods haven’t delivered results, this approach can provide a more strategic path forward.

Understanding How Targeting Works

One often-overlooked aspect of book advertising is how targeting truly functions. While discussions around cost per impression (CPM) and cost per click (CPC) are common, few take the time to break down what happens when targeting a specific keyword or audience.

CPM vs. CPC: More Than Just Cost Differences

• CPM (Cost Per Mille) charges per 1,000 impressions, regardless of engagement.
• CPC (Cost Per Click) charges only when someone clicks the ad.

While CPM ads may appear to have a lower CPC, they often target users who engage but don’t convert. The effectiveness of CPM vs. CPC depends on conversion rates, not just cost.

For example:

• If a $10 CPM ad delivers 100 clicks ($0.10 CPC) but converts at 1%, that results in one sale.
• If a $0.20 CPC ad also delivers 100 clicks but converts at 5%, that results in five sales—a 2.5x better return, even at twice the CPC cost.

Some fun facts for you as well, in terms of whether you need a CTA button or not:

CPC ads have 10% to 16.7% higher page views

AND  387% higher conversion rates

Targeting: Understanding Audience Overlap

One critical but often-missed factor is that targeted readers are also part of many other audiences. Rebecca Hamilton, author, explains that this has two key implications:

1. The right audience exists, even if they aren’t available as direct ad targets. If an author’s ideal readers aren’t selectable on Facebook, they likely belong to a related audience that is.
2. Authors compete with more than just other books. Readers also fall into audience categories for pet supplies, clothing, makeup, jewelry, housewares, gaming, and more.

This matters because businesses selling higher-priced products (e.g., $50–$75 items) can afford a higher CPC and still turn a profit. With CPC averages ranging from $0.26 to $0.97, advertisers selling physical products often outbid authors, making ad competition more challenging.

Scaling Ads and Its Impact on ROI

Many authors notice that increasing ad spend leads to diminishing returns. This happens due to Facebook’s bidding system:

• With a low ad budget, ads fill low-competition placements, keeping CPC costs down.
• As ad spend increases, ads enter more competitive placements, driving up CPC.
• Businesses selling high-ticket items can absorb higher CPC costs, while authors risk crossing a profitability threshold.

While setting a CPC bid cap can help maintain profitability, it often limits ad delivery, restricting scalability. Even with effective targeting, scaling ads increases CPC, which can lower ROI—though increased visibility may offset losses to some extent. Understanding these dynamics allows authors to approach ad spend strategically, optimizing for both profitability and sustainable growth.

Finding Targeting Ideas for Book Ads

Not all authors will be available as ad targets on platforms like Facebook, but their readers likely belong to other targetable audiences. Author Rebecca Hamilton shares key strategies for finding effective audience targets, even when direct options aren’t available.

Basic Targeting Strategies for Fiction Ads

1. Established Authors (Pre-2012)

• Authors who gained recognition before 2012 are more likely to be targetable on Facebook Ads.
• However, even major bestsellers or authors with TV/movie deals may still be unavailable as ad targets.

2. Use Google Over Bestseller Lists

• Bestseller lists (Amazon, Nook, iBooks) can be helpful, but platforms like Facebook don’t always update targeting options based on recent trends.
• A Google search for "[Genre] Authors" (e.g., Sci-Fi Fantasy Authors) often returns broader, more useful lists.

3. Goodreads Listopia

• Books with high votes on Goodreads Listopia lists are more likely to be associated with targetable authors.

4. Other Bestseller Lists Still Have Value

• Amazon bestseller lists can provide potential targeting options for Facebook Ads.
• These lists are especially useful for AMS (Amazon Marketing Services) and BookBub ads, though targeting those authors may be more expensive.

5. Ad Platform Suggestions (With Caution)

• Platforms like Facebook may suggest additional targets, but research them before adding them.
• Instead of finding a perfect match, consider whether readers of a suggested author might also enjoy books similar to the author you wanted to target.
• Some genre crossovers work well (e.g., high-heat contemporary romance readers often enjoy high-heat fantasy romance).

6. Tools for AMS Ads

• Some external tools, such as this one, help find AMS ad targets, but results should always be analyzed based on performance metrics.

7. Using "Also Boughts" for AMS Ads

• While checking also boughts on Amazon can provide ideas, Author Rebecca Hamilton prefers other methods, as Facebook Ads deliver faster results.
• AMS ads work best as a long-term strategy rather than a high-profit direct sales approach.

8. Reader Communities & Trends

• Facebook groups, BookBub, The StoryGraph, and BookTok trends reveal which authors and books readers frequently discuss.
• While group members can’t be directly targeted, these insights help identify related authors who may be available as ad targets.

9. Targeting Adjacent Interests
If direct author targeting is limited, interest-based targeting can work:

• Fantasy readers may follow Dungeons & Dragons, mythology, or TV shows like Game of Thrones.
• Romance readers often engage with “Enemies to Lovers” or “Billionaire Romance” content.
• Thriller and mystery fans may follow true crime podcasts or investigative journalism brands.

10. Lookalike Audiences & Retargeting

• Lookalike audiences generally don’t perform well for book ads.
• Retargeting ads (aimed at users who engaged with past ads or pages) are more effective for reaching warm audiences.
• Boosted posts work best for authors with an organic following and can be used for new releases or Boosted Post Swaps (similar to Newsletter Swaps).

Rebecca Hamilton, author, emphasizes that by using these strategies, authors can expand their targeting pool and test broader audiences, even when direct ad options seem limited.

Pro Tips for Targeting in Book Advertising

Pro Tip 1: Identify Platform-Specific Genre Trends

Bestseller lists on platforms like Amazon, Nook, Kobo, Google Play, and iBooks reveal which genres perform best on each. For authors publishing widely, this insight helps determine where to focus advertising efforts.

For example:

• Romance books may see better ad performance on iBooks.
• Speculative fiction may be more successful with ads directed to Nook due to lower competition and a smaller but engaged audience.
• Amazon generally works well for multiple genres, though competition is higher.

Pro Tip 2: Test Author Names Before Scaling

• Before creating large audience groups, test individual author names to see which perform best.
• Keep a running list of author targets and their ad performance to streamline future audience creation.

Effective audience targeting requires research, testing, and adaptability. Platforms like Facebook Ads frequently update targeting options, making flexibility and creativity essential. Start with broad testing, refine based on performance, and scale successful campaigns. For those ready to explore advanced targeting methods, Author Rebecca Hamilton offers expert guidance to optimize ad strategies.

About Rebecca Hamilton, Author and Book Marketing Coach

Rebecca Hamilton is a daughter, a wife, a Hufflepuff mom, and a friend to all who choose friendship. Affectionately dubbed “The Fairy Admother” by her clients and students, Rebecca has hit the New York Times, USA Today, and Wall Street Journal bestseller lists multiple times and has helped over 550 authors become bestsellers as well.  A proud bone marrow donor and passionate autism advocate, she channels her personal experiences into making a difference both within and beyond the writing community. Semi-retired from publishing, Rebecca Hamilton, author, spends her days teaching authors how to make a living writing fiction and her nights watching Netflix with her husband, her Yorkie, and her Pomeranian.  To date, Rebecca has helped hundreds of authors learn how to make between six and seven figures a year writing fiction. Through her mentorships at Seven Figure Author Career, Rebecca and her team have supported everyone from new and aspiring authors to the biggest names in self-publishing.