How to Use Paid Ads to Market to Pet Owners Effectively

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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 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. 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: Lick? Eat grass? Eat poop? Howl? …

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How to Integrate Paid Ads With Influencer Campaigns

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How can you take your influencer campaign to the next level? You may want to include another angle, such as paid ads. Some of the best marketing campaigns integrate several elements, so potential customers start to see your brand in different places and from different angles. There are many ways to layer marketing campaigns. Today, we’ll talk about one of those combinations: paid ads with influencer campaigns. What Does It Mean to Have Paid Ads Integrated With Influencer Campaigns? Before we get into the details about how and why you should combine an influencer campaign with paid ads, let’s break down those two elements and learn more about how each one works on its own. An influencer campaign is about leveraging the influencing power of an internet celebrity or similar with a lot of followers and, as the name implies, “influence.” It’s a kind of word-of-mouth marketing using the fact …

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How to Increase E-Commerce Sales Through Paid Search & Social Media Campaigns

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The move from brick-and-mortar retail shopping to e-commerce sites has continued steadily over the last decade. Between 2014 and 2023, global retail e-commerce sales are expected to increase by $5.2 billion . As online shopping integrates seamlessly with search and social platforms and as UX improves, more users are inclined to make their purchases online. This shift has made retail brands rethink their marketing and advertising strategies, allocating more of their budgets toward SEO and paid search campaigns. In 2020, advertisers spent almost $200 billion in paid search ads , with retail spending over $15 billion , and this number is expected to increase moving forward. If you’re behind in your paid search and social ad spend, don’t worry. Paid ads for e-commerce sales are pretty easy to jump into, and you’re likely to see faster results than you would with SEO. In this article, I’ll discuss everything you need …

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25 Social Media Tools That Experts Use to Streamline Their Marketing

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With more than 3.6 billion social media users worldwide, social media marketing cannot be ignored. Savvy marketers know social media is a vital part of every marketing campaign. For businesses, every social media platform is an opportunity to engage with their target audience. Even marketing stars know that strategizing and managing even a few social networks can be overwhelming without the right management social media tools in place. Consider this: 60 percent of company mentions on Twitter occur when you aren’t in the office. 64 percent of consumers expect real-time responses from brands they mention on social media. 40 percent of users expect brands to respond within the first hour of reaching out , and 79 percent expect a response within 24 hours. 54 percent of people on social media use it to research products . How can you keep up with your Twitter account when you haven’t even checked …

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What Are Influencer Engagement Marketplaces (and How to Use Them)

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Influencers are everywhere. There are roughly 37 million influencers on Instagram, and around 1.5 million of them work on YouTube. Every day, these creators promote brands across social media, talk up great products, and directly influence how people spend their hard-earned money. Sounds great, right? There’s just one problem. It’s really hard to actually find a great influencer to grow your business. Whether you’re digging through social media platforms for ideas, or spending hours pitching creators, it’s a time-consuming process. In fact, according to Mediakix, 61 percent of marketers struggle to find the best influencers for their campaigns. What’s the answer? You need a more effective means of sourcing influencer talent and making connections. Influencer marketplaces can help you do just that, so let me show you how they work. Why You Should Use Influencers in Your Marketing Strategy Before we get started, let’s touch on influencer marketing more generally. …

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How to Promote Your Podcast Through Paid Ads

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Growing a podcast is a challenge. There are 1.75 million podcasts in the world and more than 43 million episodes. There’s a lot of competition, but podcast consumption has also increased exponentially. Thirty-seven percent of US adults have listened to podcasts, a three-fold increase compared to the last ten years. Podcast listeners also tune in to an average of seven different shows per week, and 80 percent listen to the entire or most of each episode. The podcast industry has a bright future. Both the number of podcasts and podcast listeners have spiked. One of the most effective ways to promote your podcast audience is using paid ads. Here’s how to do it. Why Should You Create a Paid Ad to Promote Your Podcast? Paid ads provide a fast and effective way to promote podcasts and increase brand awareness. Unlike content marketing, which takes a ton of time, paid ads …

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How to Target Generation Z Through Paid Ads

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Because the oldest Gen Zers are reaching an age where they can make their own purchasing decisions, you have a whole new audience you can target with your paid ads. Search interest in Gen Z has climbed so high that as of March 2021, searches for Generation Z surpassed searches for baby boomers and millennials . In order for your ads to be successful, you need to understand the demographics and characteristics of Gen Z so you can tailor your campaign accordingly. The ages of those considered to be in Generation Z vary by source. To add to the confusion, there’s also different terminology used to describe them. While the name “Gen Z” appears to have stuck, this generation of young consumers is sometimes also known as the Zoomers, in contrast to baby boomers . For this article, I’m using the definition from Pew Research Center, which categorizes anyone born …

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How to Use Pinterest for E-commerce

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A lot of businesses still don’t take Pinterest seriously, which is a huge mistake. Pinterest is now the third-largest social network in the United States. Data shows that Pinterest users spend 50% more than competitor sites, such as Instagram or Facebook (who hold the top spots in the US). Not to mention, 90% or more of Pinterest buyers are brand-new to the merchant site, making their traffic very exciting. Why use Pinterest for E-commerce? With the rise of visual search, Pinterest is more critical for your business than ever before. According to Pinterest, their Lens feature can identify over 2.5 billion home and fashion objects (1.5 billion more than Google’s Lens). Buyable pins helped transform the Pinterest e-commerce network into a high-quality sales funnel. Users can instantly buy products without having to trudge through the awareness, consideration, and purchase cycle. You can also create links between product pages, websites, and …

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The Ultimate Guide to Social Media for E-Commerce

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Social media for e-commerce has become a critical element in sales growth for many businesses. Using social media to boost your marketing offers many benefits to help build your business, so don’t wait to explore these valuable channels . Sprout Social reports that after following a brand on social media, consumers continue to engage in other ways. Ninety-one percent check out the brand’s website or app, 89 percent make a purchase, and 85 percent recommend the brand to someone they know. Let’s look at what you can do to promote your e-commerce business with social media and which tools and best practices you should use. 14 Steps for E-Commerce Companies to Find Success Using Social Media The more people integrate social media platforms into their daily routines, the more it makes sense to market to them here. Consumers spend almost two and a half hours per day on social media …

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How to Target Millennials Through Paid Ads

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Millennials are something of a mythical bunch in society. Much is said about their behaviors and preferences, yet many of the stories seem to contradict. Even narrowing down what age group millennials represent is challenging, and many people have differing views. This confusing picture makes it challenging to target millennials through paid ads, but don’t let it put you off. Let’s look at who millennials are and how you can use that data to create targeted ads that will convince them to convert. When Were Millennials Born? Millennials are defined as “ people reaching young adulthood in the early 21st century .” The Pew Research Center further defines the group as those born between 1981 and 1996, though that time period has shifted over time. Millennials are now the most populous group in the US, making up 21.97 percent of the population , and this trend is set to continue …

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How to Target Generation X Through Paid Ads

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Finding new audiences to target is a constant challenge for marketers. If you’ve never tried marketing for Generation X, you could be missing out on a valuable group of consumers. Why should you customize ads for a Generation X target market? Your customers are individuals, but they also belong to a group based on what year they were born. As unique as each might be, they move through some experiences and stages of life together. What makes Generation X so valuable? We’ll take a look at who these consumers are, what experiences might influence how they respond to advertising, and a few best practices to make sure you hit the mark with your ads. How Old is Generation X? 1965 to 1980 are typically known as the Generation X years. The name “Genera t ion X” was adopted from a 1991 novel written by Douglas Coupland called Generation X: Tales …

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