People love their pets. In fact, pets are often considered family members that are welcomed into homes. Because of this, the pet supply industry relies on emotions and the emotional attachment people feel with their animals.
More than ever, owners are focused on nutrition, grooming, healthy treats and chew toys to keep their pets happy. Because of this, the pet industry has seen incredible revenue increases over the past few years, with consumers in the U.S. spending more than $72 billion on pet products in 2018.
To connect with pet owners, your marketing needs to effectively communicate the value and benefits your products will have on their pets’ lives. With pet adoption rates highest among Generation X and Millennials, pet industry messaging needs to be entertaining, relatable and socially conscious.
In order to compete in the ever-growing pet supplies industry, a business should focus on SEO and offer a great shopping experience on its website, as well as utilize Google Ads, Shopping, and Amazon for pet products.
Search Engine Optimization (SEO) is still critical to success in this industry if you’re interested in attracting quality traffic to your site – traffic that will convert. Simply having content on your website is not enough to stand out in the overcrowded space of pet products. Solid SEO is the foundation on which everything else stands.
Modern SEO involves careful research to find the most relevant keywords for your target audience in the pet and animal industry. Search engine algorithms do not reward keyword stuffing; rather, the algorithms favor relevant content that adds value to your site.
Assisted conversions are designed to give credit to your marketing when using attribution models that don’t separate value. Assisted conversions are important because they show the customer’s journey that lead to purchasing a pet toy or treat.
When reviewing performance, often we associate success with the keyword or ad that was last clicked – and the keyword and ad get 100% of the credit for the conversion. Assisted conversions highlight other factors that may have attributed to that conversion.
If assisted conversions aren’t considered when making optimizations, then you may be shooting yourself in the digital foot. If patterns can be identified showing customers performing multiple searches prior to a purchase, then removing these marketing efforts may result in fewer overall conversions.
We’ve found that when shopping online, pet owners generally pay attention to the following.
Perceived quality and brand trust are major factors influencing consumer behavior in the pet care industry. Some pet owners have their pets on strict diets, so it’s important to list ingredients.
Consumers will typically shop around for the best deal, and they’ll pay attention to sizing and shipping costs.
When a customer orders a 25-lb. bag of grain-free dog food, they want it delivered quickly – before their current bag of food goes empty.
Our experience within the pet care industry consists of marketing management in Google, Amazon store setups, Amazon product optimization, and organic SEO services.
As a Google Premier Partner, we have a high level of support available for our advertising across Google. That means if one of your products has an issue, we are connected with support teams at Google to help us resolve the problem.