Pay Per Click (PPC) Advertising For Your Pet Business
Used alongside search engine optimisation (SEO), pay per click (PPC) advertising for your pet business can be one of the cheapest and best forms of advertising for your pet business. Both SEO and PPC require great content to work well. For small businesses, having a marketing strategy focused on good content for SEO and PPC purposes is, in our experience, the quickest and most successful way to get your products in front of your customers.
But there is a lot to learn. The PPC platforms are confusing and it takes time to work through them so that you understand what you’re doing. However, it’s encouraging to know that both Facebook and Google have experts on hand that quite frequently get in touch to ask if you need help. Take them up on this offer! You will learn so much and they are extremely helpful.
There are a number of different aspects that make up a really good PPC advertising campaign:
Everything in marketing ALWAYS starts with good content. Without good content, you won’t succeed in digital marketing. Not in the long run. Always create good, well-written content. For more information about how to write good content, please see our article: Copywriting for pet businesses.
This is the second most important aspect of PPC advertising. It won’t work if your audience is too general. Focus in on a very specific audience. Run polls or surveys to see exactly who your most frequent customers are and concentrate your initial efforts on these people.
For instance, we ran a PPC advertising campaign on Facebook for our clients K9 Bridle. We carried out a customer survey and learnt that Labrador owners were our most frequent customers, so our first audience consisted of Labrador owners that also had an interest in dog walking and dog leads/collars. You can be that specific in Facebook advertising!
3. Lookalike Audiences
Even better, most PPC advertising platforms give you a piece of code for your web developer to add to your website. Once this is up and running, you can find out even more about your website visitors. And the really amazing thing is that you can create new audiences based on the people that have already clicked on, and interacted with, your website.
This was one of the most successful aspects of our K9 Bridle advertising campaign: we were able to “retarget” or send out follow-up adverts to the people that had clicked on one of the videos in our advert and watched for more than three seconds. And, using Facebook user profiling, we could send adverts out to people who were similar to those that watched our video for more than three seconds.
4. Landing Page
Put simply, if the PPC advertising platforms don’t think that the content on your landing pages is relevant to your target audience, they won’t display your adverts. If they do display them, the cost per click will be higher.
For more about what to include on a landing page, see Neil Patel’s video, “The Anatomy Of A High Converting Landing Page”.
To use the K9 Bridle example again, we created 3 different landing pages targeting 3 different key phrases all relating to the problem many Labrador owners have with their dogs pulling on the lead. One page included Labrador owner testimonials. The second page related to a poll we ran on social media asking Labrador owners how they deal with their dogs that pull on the lead. The third went into detail in an ebook about the different methods that owners and trainers recommend for training Labradors specifically.
These pages worked perfectly for both SEO and PPC advertising, bringing us on to the first page in Google and running very low cost, successful adverts for our client.
You can read more in our blog post about targeted content.
5. The Adverts
Use high quality, clear images. If your target audience only glances briefly at your image, it should tell them what they need to know. Keep your text as simple and as clear using as few words as possible. Your value proposition should be prominent and your advert should define your audience’s problem and highlight your solution to their problem.
Always create at least three different adverts and see which one results in the most clicks. You will then start to get a good idea about the type of image and wording will give you the best results.
Most PPC platforms have different advert templates that you can use. Make the most of these. Even if you don’t have video, you can create video from a series of images using these templates.
6. Advert Objectives & Targeting Options
There are all sorts of different targeting options that vary on different platforms and you may have to hunt around to find them.
You can select when you would like the adverts to display. Initially, it is probably better to run your adverts constantly and then look at the data after a few weeks to see what times of the day and days of the week are resulting in the most clicks. In future, you may wish to limit your adverts to these times.
You can also select different types of objectives. The objective you choose will determine the point at which you pay for the “click”. These range from profile views to impressions to website visits. One of the best we have found is the Facebook option where payment is triggered by people clicking on your advert then staying on your landing page for at least 3 seconds. This cuts the payment point right down so that you are only paying for people that have demonstrated a real interest in your products.
Monitor your ads constantly. Keep an eye on your account and see which adverts are bringing the most visitors to your site for the lowest cost per advert. Remove those that are costing more and experiment with different wording and images.
For the K9 Bridle adverts, we managed to get the cost down to less than 6p per click. We believe that this is because:
- We used a highly targeted audience
- The content on the landing page was highly relevant to that audience
- The adverts used clear images with simple text, stating the problem and our solution
- We selected the “visitors staying on the landing page for 3 seconds” objective
- We used remarketing and lookalike audiences
PPC specialists for the Pet Industry
It’s taken us time to learn exactly how to use the different PPC platforms to obtain the best results specifically for the pet industry. And just when you have learnt, they change it all around again and you have to relearn! You can do this yourself given time, but if you want to get going straight away, please give us a call and we’ll help you get set up.