Tag: Market

How to Use Paid Ads to Market to Pet Owners Effectively

American pet owners are some of the biggest spenders online, pet food and pet supplies being second only to vitamins for e-commerce.  Online spending for this $70 billion industry is growing year over year. In fact, direct-to-consumer (DTC) pet brands have exploded in popularity: Over five years, the online pet product sellers saw a compound …

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How to Use Paid Ads to Market to Pet Owners Effectively

American pet owners are some of the biggest spenders online, pet food and pet supplies being second only to vitamins for e-commerce. 

Pet owners among biggest spenders online

Online spending for this $70 billion industry is growing year over year.

In fact, direct-to-consumer (DTC) pet brands have exploded in popularity: Over five years, the online pet product sellers saw a compound annual growth rate of 24 percent.

From special-diet foods to raincoats for dogs, desirable pet products can be very specific. Paid ads on search and social let you bid on relevant keywords to hyper-target an audience that perfectly fits your brand.

In this article, I’ll give you nine ways to use paid ads you could effectively market to pet owners.

9 Ways to Target Pet Owners Using Paid Ads

Downtown Pet Supply, an Illinois-based company that makes its own products and sells them both online and in their store, wanted to improve its e-commerce sales and expand customer reach.

They turned to marketing firm Tinuiti (then called CPC Strategy) to help them do that through Amazon. Tinuiti decided to utilize Amazon Coupons targeting pet owners based on their Amazon search histories. 

After one year, Downtown Pet Supply’s revenue increased by 40 percent, and its advertising cost of sale (ACoS) decreased by 18 percent.

That’s the power of using paid ads to target pet owners.

Common Thread Collective reports 13 percent of pet supply sales happen via e-commerce channels—and that’s expected to grow drastically over the next several years. 

Targeting Pet Owners Through Paid Ads - pet owners buy 13 percent of products online

The anticipated increase in e-commerce purchases for pet supplies is largely because of convenience and value. However, shoppers also appreciate being able to find a larger selection and compare prices more easily than in brick-and-mortar stores.

Even for brick-and-mortar establishments, paid ad campaigns can extend customer reach and raise awareness of their brands.

Here are the best ways to harness the power of paid ads to help your company boost revenue.

1. Answer Pet Owners’ Questions

When pet owners go online, they’re looking for a solution to an immediate problem. It may be their pet is sick, and they want to know why. They may need chew toys or a scratching post. Or, they may just be looking for a convenient place to buy everyday pet supplies.

The most common question pet owners ask is, “Why?”

Here are the top 10 questions pet owners ask Google:

Why do dogs:

  1. Lick?
  2. Eat grass?
  3. Eat poop?
  4. Howl?
  5. Hump?
  6. Smell?
  7. Bark?
  8. Shake?
  9. Scratch?
  10. Bite?

Why do cats:

  1. Purr?
  2. Knead?
  3. Lick?
  4. Meow?
  5. Bite?
  6. Rub?
  7. Scratch?
  8. Eat grass?
  9. Sleep so much?
  10. Like boxes?

Each of these questions presents a micro-moment brands can address through ads or content marketing. They also create starting points for keyword research.

2. Use Content Marketing

Typically, your content marketing addresses those micro-moments for your users. Blog posts and articles can answer those health, feeding, grooming, and other questions. 

But, you don’t have to rely solely on SEO to get those posts found. You can also promote your posts through social on platforms you know your audience is using. 

PetPlate, a meal plan subscription service for dogs, created this promoted pin on Pinterest to boost a blog post called “Tips for Welcoming a New Puppy Into Your Home.”

pet owners find brands like PetPlate on social media

By directing users to their blog posts through Pinterest ads, PetPlate not only raises awareness of their brand but sets themselves up as a thought leader in their space.

3. Research Keywords Pet Owners Use

One major benefit of paid ads is the reliability of keywords. With organic search, you’re essentially making a well-researched guess about which keywords will perform.

With paid ads on Google, Facebook, and other platforms, you bid on keywords that already perform. High-performing keywords cost more, but they may not even be the keywords you want.

Instead of getting lost in a sea of ads vying for the most popular keywords, try going after less expensive keywords with lower, but steady performance.

For example, “pet beds” is a generic, popular keyword a lot of companies are bid on. However, if you sell, say, “machine washable cat beds,” consider going after those keywords instead.

Whatever you do, make sure your keywords match your target audience as well as your product or service.

Pro Tip: If you want to direct traffic to your products, insert the word “buy” in front of a keyword. For example, for “pet beds,” try “buy pet beds.”

4. Research Your Social Media Platforms

Millennials are the largest pet-owning demographic in the U.S., according to the American Pet Products Association (APPA). 

APPA President and CEO Bob Vetere says, “We know this generation is willing to pay more for quality products and services to improve the health and well-being of their pets. Today more than ever, pet owners view their pets as irreplaceable members of their families and lives, and it’s thanks to this that we continue to see such incredible growth within the pet care community.”

According to a study by online retailer Zulily, 77 percent of millennials prefer to buy certain pet products—toys, accessories, and food—online. However, there are no pet products strictly bought in-store these days, so it’s important to know where you can reach this audience. 

Luckily—or unluckily, depending on how you look at it—”Millennials utilize a diverse range of platforms since many platforms were released while they were growing up. Facebook is the platform that they utilize most frequently, often multiple times a day, followed by YouTube and Instagram,” according to GenGuru.

However, since they grew up as social media started taking steam, they’re also on pretty much every other social media site. Trying out all sorts of new media is normal for them. 

This all means you should not just look at the age group but also try to discover where products like yours fit the best. Then, put your money where it’s more likely to reach your target audience.

5. Use Images or Videos in Pet Ads

Purina wanted to learn if in-stream ads on Facebook could lift brand awareness with mobile users for a new product in their Fancy Feast line of cat food, Fancy Feast Savory Centers.  

In the first phase, they tested a variety of videos for other pet brands they owned, playing with length and messaging. They learned short, clear ads lifted brand recall, video views, purchase intent, and offline sales. 

With that knowledge, they repurposed an existing TV ad for Fancy Feast Savory Centers to a web video. In the process, they shortened it to fewer than 15 seconds and ensured it had a clear message with or without sound. They tested it against the TV ad to see which better raised brand awareness.

Facebook video ad targeting pet owners

They ran the test for six weeks through Facebook In-Stream Reserve, a line of premium ad spots, and found an 11 point lift in brand recall, 12 point lift in brand awareness, 91 percent video completion, and 1.5 percent incremental lift in sales.

You don’t necessarily have to target the most expensive video packages online as Purina did, but video and images can have a big impact on your paid advertising online.

Consider another example.

Below, there are paid ads for pet beds on the left and right sides of the Google search results. On the left are text-only ads, and on the right are Google Shopping Ads that feature images.

Pet owners Google search ad results

Google found 50 percent of online shoppers are more likely to purchase if there’s an image of the product. 

6. Provide a Service

To convert and keep new customers, you have to build relationships with them. Offer something that makes their lives, and the lives of their pets, easier.

If you’re already a service-based brand, that’s pretty easy to do. If you’re product-focused, you can still provide a service.

Let’s take another look at PetPlate.

Their paid ads for their product actually spin it as a service. They provide fresh-cooked food for dogs so owners don’t have to. 

Ad showing product as a service to pet owners

This ad showed how PetPlate could solve a problem for its audience.

7. Target Pet Owners in a Specific a Geographic Area

Brick-and-mortar stores and services might consider targeting a particular geographic area, something that’s very possible with Facebook, Instagram, and other platforms that allow for hyper-targeted advertising.

Of course, veterinarians, groomers, and other service-based businesses can benefit from geo-targeting on social. However, boutiques and small businesses that sell pet food and other supplies shouldn’t overlook the power of location-based social media ads. 

According to Zulily’s study, millennial pet owners prefer to shop for some products in person at smaller, locally owned pet shops. Those products include treats, bedding, and clothing items.

If you want to get super local, check out a social platform made for your area. A commonly-used app, Nextdoor, lets advertisers both pay for ad space and engage with users in their immediate areas.

Nextdoor may be a good choice because they report 45 percent of users have at least one dog and 25 percent have at least one cat. They also note that pets are a regular topic of conversations on their platforms. Why not become part of the conversation with paid ads?

9. Use an Influencer or Celebrity to Target Pet Owners

There are two types of influencers pet brands can go after: Humans and animals. 

There are plenty of human celebrities and influencers across social media who include their pets in their content.

Priyanka Chopra Jonas and Nick Jonas, for example, regularly feature their dogs Diana, Gino, and Panda on their Instagram accounts.

Pet owners may listen to celebrities who post about pets

The second type of pet influencer is the furry, scaly, and feathery type. Pet influencers, particularly cats and dogs, have a huge presence on virtually all social media platforms.

In fact, pet influencer content has a higher engagement rate than overall global engagement. While cats rule the internet overall, dogs are actually more popular on Instagram.

Ways to Target Pet Owners Using Paid Ads - Pet Influencer Content

There are all kinds of pet celebrities out there, from cats and dogs to pigs and hedgehogs. 

For instance, Waffles the cat is a celebrity on Facebook with 2.4 million followers.

Pet owners may respond well to pet influencers like Waffles the cat

Meanwhile, on Instagram, Tuna the dog commands a following of 2.1 million.

Pet owners may also respond to dog influencers like Tuna

Take a look at your audience and their social media habits. Who are they following? Do they have two legs or four? Then, choose the influencer that best fits your brand and your goals.

Conclusion

Paid ads on search and social media are an effective way to market to pet owners. It gives brands the opportunity to reach very specific audiences for their products and services, and then measure the success of each campaign.

Pet owners spend a lot of money online, and knowing where and how to reach them could help you increase conversion rates to your own pet supply site.

How could paid ads help your pet supply brand? 

Office Landlords Will Be Squeezed by Secondhand Market

Companies are subletting space they no longer need from London to San Francisco. The trend could force property owners to lower rents.

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Exactly How To Start Investing In The Stock Market

Just How To Start Investing In The Stock Market The very best method to begin purchasing the securities market is to select a location of competence. When you begin purchasing the stock exchange, you intend to choose from firms that do organisation in an area with which you are currently acquainted, or that sell a …

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Exactly how To’s of Stock Market Trading

Exactly how To’s of Stock Market Trading

Supply is possession in a business. Each share of supply stands for a little item of possession.

A stock exchange is a market for the trading of openly held business supply in addition to connected monetary tools such as supply alternatives and also supply index futures. On the various other hand, securities market trading is the acquiring or offering products or safety and securities especially in the stock exchange.

There are 2 fundamental approaches of doing securities market trading. Generally, stock exchange where open-outcry where trading took place on the stock market flooring. The even more modern-day method of doing supply trading is via digital exchanges where whatever happens on-line real-time.

Stock exchange trading by means of the exchange flooring can not look anymore disorderly. When the securities market is open, numerous individuals are seen hurrying around, gesturing and also yelling per an additional on the exchange flooring. Investors are likewise frequently seen chatting on phones, maintaining a close eye on the gaming consoles as well as going into information right into terminals.

On the internet supply market trading relocates the trading off the floorings and also extra right into the networks. While doing not have the enjoyment of the normal supply market exchange flooring, it is quicker and also much more effective.

Just how does stock exchange trading job? Be it on the disorderly supply market exchange flooring or online, one requires to obtain a financial investment broker.

For typical exchange flooring trading, after asking a broker to acquire a particular number of shares at the market, the broker’s order division sends this order to the staff on the flooring. The 2 investors concur on a rate for the supplies as well as shut the bargain. This procedure might take a while depending on the market as well as supplies.

Due to the fact that the supply acquiring and also marketing are matched by the computer systems in real-time, the digital equivalent is much less challenging. As well as the financiers obtain immediate updates on what takes place to his supply profession.

–.

There are 2 fundamental approaches of doing supply market trading. Generally, supply markets where open-outcry where trading occurred on the supply exchange flooring. Supply market trading through the exchange flooring might not look any type of even more disorderly. When the supply market is open, hundreds of individuals are seen hurrying around, gesturing as well as screaming to each an additional on the exchange flooring. On-line supply market trading relocates the trading off the floorings as well as much more right into the networks.

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Tips For Learning About The Stock Market

Tips For Learning About The Stock Market

There are many methods to start learning more about the securities market. With simply a little bit of study, it ends up being clear that there is tons of day readily available on finding out about the stock exchange.

Possibly the very first area to go when finding out regarding the supply market is the Internet. The supply market is possibly one of the largest subjects on the Internet. Of training course, when finding out regarding the supply market, you desire to be particular that all of the details you are collecting is practically appropriate.

To aid ensure that the points you are discovering regarding the supply market are proper, go to well-known websites, like ones funded by the New York Stock Exchange as well as NASDAQ. Some of the info they supply will certainly aid you in discovering regarding the supply market.

If you do not desire to invest cash getting publications on discovering regarding the supply market, document the titles of the bestsellers and also make a see to your regional collection. There will possibly be plenty much more titles on discovering regarding the supply market than the ones you brought with you.

When discovering concerning the supply market as well, be certain to inspect the social networking websites. You will certainly locate a great deal of details concerning the securities market and also individual money at locations like YouTube, Facebook, as well as Twitter.

Whether you are finding out about the stock exchange as a college job or since you believe that you could be thinking about spending, you will certainly discover lots of valuable details is readily available. The securities market mores than 2 a century old as well as individuals have actually been taping details concerning it because it started.

When discovering concerning the supply market is a supply market time line, one of the points you could discover handy. There are a selection of these plan readily available. They have an on-going document of one of the most essential occasions in the background of the stock exchange considering that it started to existing day.

It would possibly be an excellent suggestion to tighten your search, also originally, to ensure that you do not come to be also swamped with info. When learning more about the securities market, you might intend to approach it one topic each time based upon what details most rate of interests you or what details you require to establish.

Whatever your factor, I make certain that you will certainly locate learning more about the stock exchange to be a tough and also satisfying job.

Possibly the initial location to go when finding out regarding the supply market is the Internet. Of program, when finding out regarding the supply market, you desire to be specific that all of the details you are collecting is practically appropriate. To aid assure that the points you are discovering regarding the supply market are right, go to well-known websites, like ones funded by the New York Stock Exchange as well as NASDAQ. Some of the info they offer will certainly aid you in finding out concerning the supply market.

One of the points you could locate practical when discovering regarding the supply market is a supply market time line.

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