A Publisher's Conversation with Authors: Advertising

It is Tuesday. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is--for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side.

This week we look at advertising, particularly distributor advertising (Ingram) vs retailer advertising (Amazon). I asked AI a series of questions in order to evaluate which would be better for a small publisher, and here are the answers:

🧠 What Is Ingram iD?

Ingram iD is Ingram’s advertising platform designed for publishers and authors using Lightning Source (LSI) or IngramSpark. It automates ad creation and placement across:

Facebook & Instagram
Google Search & Display
Email newsletters like Bookfinity and Page & Pairing

You simply enter your ISBN, and their AI builds ads with copy, images, and targeting based on genre and reader behavior.

💰 Costs & Setup

Pricing: Ingram doesn’t publish fixed rates, but campaigns are typically pay-per-click or pay-per-impression, with flexible budgets. You can start small (e.g., $50–$100) and scale.
Triggering Ads: Go to Ingram iD and log in with your publisher account. Enter your ISBN, select your genre, audience, and budget. The platform handles the rest.
No design or tech skills needed—the system auto-generates ads and placements.

🧭 Strategic Tips for LSI Customers (LSI is MSI’s printer)

Use Ingram iD to reach readers outside Amazon, especially those browsing indie bookstores, libraries, and genre newsletters.
Pair with Amazon ads if you want to dominate both retail and discovery channels.
Memoir and niche nonfiction (like many MSI titles) often perform better with Ingram’s curated audiences than Amazon’s general shoppers.

📊 Comparison: Ingram iD vs. Amazon Ads

feature	Ingram id	Amazon ads
Audience	4M+ book-focused readers via Ingram’s ecosystem	Broader retail audience, but less book-specifi
Ease of use	Very simple—AI handles setup	Requires manual targeting, keyword bidding, and monitoring
Ad types	Social media, search, email	Search ads within Amazon only
Reach	Strong in niche genres and email lists	Massive retail visibility, especially for impulse buys
Reporting	Advanced metrics, genre-specific	Detailed sales attribution, but harder to interpret
Best for	Memoirs, niche nonfiction, genre fiction with bookstore/library appeal	High-volume consumer titles, impulse buys, Kindle-focused books

Bottom line: Ingram iD ads offer streamlined access to millions of book-focused readers across Facebook, Google, Instagram, and email newsletters—ideal for LSI customers like you. Compared to Amazon ads, they’re easier to manage and more targeted to book buyers, though Amazon may offer broader reach.

The Tuesday talks reflect real discussions between the management of MSI Press LLC and our own authors or those would-be authors who come through our doors but don't make the cut--yet. If you have a topic that you would like addressed, leave the question in the comment section. Chances are, in our 22 years of publishing first-time and experiences authors, we have had a conversation with one of our authors that we can share with you.

See more Publisher Conversations with Authors HERE.

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Steven Greenebaum, author of award-winning books, An Afternoon's Discussion and One Family: Indivisible, talking to a reader at Barnes & Noble in Gilroy, California.

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