This article walks you through the essential steps for setting up PPC ads that can put your pet company on every pet lover’s radar.

With 136.8 billion dollars spent on pets in the United States alone in 2022, there’s no doubt that the pet industry is a rapidly growing market. The increasing public demand for pet products and services is evident in the trend in pet expenditures: $90.5 billion in 2018, $97.1 billion in 2019, $108.9 billion in 2020, and $123.6 billion in 2021.

If your pet company wants a bigger slice of the pet care market, you’ve got your work cut out for you. Besides greater competition for customers, your business needs to deal with changing consumer preferences and demands, regulatory restrictions, and other challenges.

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Top Challenges for a Pet Product or Pet Services Company (including Advertising)

  1. Competition: The greatest challenge for every pet company is the very competitive market. At present, roughly 66 percent of U.S. households own a pet (about 86.9 million households), so it’s not surprising that there’s strong competition in the pet industry. Ads can help your pet company in standing out and differentiating your pet branding from competitors.
  2. Targeting: Your pet company also needs to identify and target the right audience for your products and/or services. An example would be pet owners of certain breeds or with certain health concerns. This aspect of digital marketing for pet products or services requires extensive market research and segmentation to ensure that your ads can reach your Ideal Customer Profile (ICP).
  3. Changing trends: Pet owners’ preferences and purchasing habits are also constantly evolving, making it challenging for pet companies to keep up with the latest trends. But knowing those trends are not enough; more importantly, you need to adapt your advertising strategies accordingly in order to stay top of mind (or get there).
  4. Limited attention span: Pet owners (just like everyone else in this modern world) have a limited attention span when it comes to ads, so your pet business needs to make sure that your ads are catchy and compelling.
  5. Various regulations: Lastly, pet companies need to abide by certain regulations—from FDA regulations for pet products, to state-level licensing requirements for pet grooming businesses, and so on. To avoid fines, legal repercussions, and other negative consequences, your pet company should be aware of and comply with all relevant regulations.
  6. Sensitive content: A lot of pet companies don’t realize that many pet owners are very passionate and may have strong emotional reactions to ads that seem insensitive or offensive. Your pet company needs to be extra careful in your advertising materials in order to avoid alienating your target audience.

Faced with all of these challenges, it’s important for you to reach and engage your target customers in the most effective way possible. One of the best ways to do this is through pay-per-click (PPC) advertising, a type of digital advertising that allows pet companies to place ads on search engines (like Google and Bing) and other platforms and pay only when someone clicks on the ad.

PPC ads enable you to promote your pet company to very targeted audiences, such as dog owners of specific breeds.

Benefits of PPC Ads For Marketing Your Pet Company

pay per click PPC advertising offers many benefits for pet companies. One of the most significant benefits is its ability to grow your pet-related business by effectively targeting specific audiences. You don’t want to spend a lot on ads that will be seen by people who don’t care for pet products and services.

With PPC ads, your pet company can choose the keywords and phrases that you want to target so that your ads are shown to pet owners who are actively searching for products or services that you offer. This means that you’re more likely to increase your revenues while also minimizing your ad expenses, since you will be paying only for ads that are clicked by people who are interested in what your pet business offers. For example, if you run a pet grooming salon in Southern California, you can target for long-tail keywords like “home service chihuahua haircut socal”, “bathe my dog in southern california”, and so on.

As an added benefit, PPC advertising provides your pet company with measurable and timely results. You can track the number of clicks, impressions, and conversions that your ads get (if you have any trouble finding all of that information or need some assistance in making sense of your PPC dashboard, you can contact a PPC management agency like Zero). All of those allow you to see the direct impact of your advertising efforts, which you can use to optimize your campaigns and further boost your ROAS.

If you’re ready to create a winning PPC campaign for your pet company, here are the things you need to do:

Create a Winning PPC Campaign For Your Pet Company - Step #1: Know Your Industry and Audience

Before creating a PPC campaign for your pet company, you need to have a deep understanding of the pet industry and your target audience. As we discussed earlier, the pet industry is a rapidly growing market, with pet owners spending over $100 billion on their pets every year. This presents a significant opportunity for your pet company to reach a large market of pet lovers.

To effectively target your ICP, you need to understand their needs, wants, and preferences. For example, if your target audience is pet owners who are interested in natural and organic pet products, you need to focus on keywords and phrases that are related to natural and organic pet products. This will help you reach the right audience and increase your conversion rate.

Create a Winning PPC Campaign For Your Pet Company - Step #2: Choose The Right Keywords

This second step is crucial to the success of your pet company’s digital marketing strategy. Start by conducting keyword research to identify the most relevant and profitable keywords for your pet website. You can use tools like Google Keyword Planner and SEMrush to find keywords that are relevant to your business, have high search volume, and have low competition. If you need help in conducting keyword research, you can avail of PPC advertising services like this from an experienced digital marketing agency like Zero.

Once you have identified your keywords, you need to create ad groups that are focused on specific product categories or services. By doing this, you can create more targeted and relevant ad copy. This will help boost your conversion rate.

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Create a Winning PPC Campaign For Your Pet Company - Step #3: Create Compelling Ad Copy

You may have the industry knowledge and the best keywords, but without great ad copy, your PPC ads are no good.

Your ad copy needs to be engaging, informative, and relevant to pet owners. Make sure to use your target keywords in your ad copy to ensure that your ads are relevant to pet owners’ search queries.

To make your ads stand out, highlight the unique features and benefits of your pet-related products or services. Use strong calls to action (CTAs) to encourage pet owners to click on your ads and take action immediately. A well-crafted ad copy can significantly improve the click-through rate (CTR) of your ads, improving the chances of conversion.

Create a Winning PPC Campaign For Your Pet Company - Step #4: Optimize Your Landing Pages

To maximize the effectiveness of your pet company’s PPC ad campaigns, you also need to ensure that your landing pages are optimized for conversion. They should support your ads and provide pet owners with the information they’re looking for.

Use clear and concise headlines and subheadings to make it easy for them to understand what your pet website is about. Include high-quality images and videos that showcase your pet-related products or services in their full glory. Use a clear and prominent CTA to encourage users to take immediate action, like making an online purchase, filling out your contact form, or subscribing to your newsletter.

Finally, make sure that your landing pages load quickly (i.e., ideally in less than 2 seconds) and that they’re responsive (i.e., adapts to different screen sizes) to give the best user experience.

Setting up a successful PPC campaign goes beyond the right keywords and great copy. You also need optimized landing pages for the highest chance of conversion.

Create a Winning PPC Campaign For Your Pet Company - Step #5: Track and Measure Your Success

Last but not the least, your pet company needs to regularly monitor and measure the success of your PPC campaigns in order to optimize your campaigns and improve your ROAS. Tools like Google Analytics and Google Ads will help you track the number of clicks, impressions, and conversions that your ads receive. With that information, you can pinpoint the keywords, ad copy, landing pages, etc. that bring you the best quantity and quality of prospects.

You can also do A/B testing to compare outcomes of different variations of your ads and landing pages and see which ones perform best. You can keep growing your pet business if you continuously monitor and optimize your PPC ads to improve the performance and ROAS of your campaigns.

Final Words on Setting Up a Winning PPC Campaign For Your Pet Company

Digital marketing using PPC ads is a powerful tool for pet companies that want to grow their market share and increase revenues. If you want more pet owners to know your pet brand using PPC advertising (or other digital marketing services), hiring an experienced PPC management agency can be very helpful.

Zero Company is an experienced PPC management agency that can create targeted PPC campaigns for your pet-related business; regularly track, measure, and report your advertising results; and provide ongoing support and campaign optimizations. We’ve been providing professional digital marketing services, including PPC advertising services, to a large number of businesses (including pet companies) for over 21 years.

Book a free consultation with our PPC advertising experts today!