I will touch on advertising now but have left this as an afterthought at the end.
There are plenty of opportunities to place advertising. Many business models are run on these. From banner ads to pay per click, you can find plenty of places to throw your marketing budget.
Amazon, Facebook, Bookbub Ads, all run on either Pay Per Click (PPC) or Pay Per Impression (PPI). This means, that for you there is not out of pocket cost, you set a budget, bid on “clicks” and “impressions” and are only charged when people click on your ad, or it incurs a certain number of impressions. Amazon also has an option for Kindle Lockscreen ads, which theoretically is great as it targets readers as they’re reading.
It is my personal opinion, however, that these bear little return. I tried numerous times to run Amazon Ads (PPC, PPI, and Lockscreen) that have not resulted in a single download. I also ran PPC banner ads on the Bookbub email blast with similarly no return. In order to get any traction on Facebook you’ll need a massive advertising budget.
I would therefore say, that I would put your energy into putting a more personal touch on your marketing through your social media, email lists, and bookstores.
However, if you want to give ads a try and want more information, a simple Google search will deliver loads of tutorials on how they work.
The most effective way I’ve sold books are from posting about my book on my Instagram, selling in person at events, and through my local bookstore. Never ever sleep on the power of your local bookstore, especially if you live in a tourist destination. Tourists want to take home books from local authors.
That is the end of my Self-Publishing Guide! I wish you the best of luck in your publishing journey! If there is anything you think I should add, please leave a comment!