Ask HN: Materials to learn web marketing/advertising?

I'm trying myself in e-commerce with a small webshop, the product is rather niche, but I'm willing to switch to/add another types of products too. Currently, it is handcrafted vases, dishes and candles, maybe I'll expand with 3d-printed stuff like figurines in the future.

Could you suggest me some books/courses on webmarketing? Share you ecperience with different types of ads? And no, I'm not equating "ads" with "marketing", though I'd like to be covered from both sides.

One interesting observation: there's a supporting Instagram account with the products listed exactly as in webshop. Just tried both of the types of Ig ads (post and reel) - the conclusion is that noone really watches the posts, but the reels did get me just a few subscribers.

Any help is highly appreciated!