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Google Ads for Dog Training – The Best Step-By-Step Marketing Guide for Dog Trainers 2022

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Google Ads for dog training will help grow your dog training business and help book more appointments with clients who are looking for the dog training services you offer. Google Ads can help reach local pet parents looking for help in training their new puppy, looking for private lessons for their dogs, or individuals looking for help training their dog in a specific area of focus like basic obedience or performance activities. Google Ads can create a consistent flow of dog training clients for your business. This Google Ads guide will help you create ads that are effective and profitable for your dog training business.

Why Google Ads for Dog Training?

Google Ads for dog training is a fast and easy way to acquire more dog training clients for your business. With Google Ads, you can target clients anywhere the moment they search for dog training services and courses like yours.

Keywords are valuable when using Google Ads so that your product or service lands in front of individuals who are searching for what you are offering. By using popular and high-intent keywords you can be sure that your ads get shown to people who are actually looking to book lessons for their dog. A key component of Google Ads is that its results are trackable and measurable. You can be sure that your ads are performing positively and that the money you invest in your PPC marketing campaign is producing a positive return on investment for your business.

google ad results when searching for dog training classes

It is also common for vets to partner with dog training businesses to recommend their clients and patients to one another. So, if you are a Veterinarian partnering with a Dog Training business, check out our Google ads for Veterinarians’ article for more guidance.

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Creating A Google Ads Account For Dog Trainers

To begin working on your campaign you will need to sign in or create a Google account. If needed, you can create one by visiting ads.google.com.

After you are done creating an account, click the blue button that says Start now.

selecgt start now to start your google ads for dog training campaign

Next, at the bottom of the screen click on the blue words, Switch to Expert Mode. We switch to expert mode because if not you will create your ad campaign in Google Ads Express. Google Ads Express does not give you full control over your ads and can negatively impact the effectiveness of your ads.

choose switch to expert mode instead of the options provided

Next, select the small blue words, create an account without a campaign. 

click on the blue words create an account without a campaign

Lastly, you will need to fill out the information about your dog training business. This includes billing country, time zone, and currency. Once you are done click Submit.

confirm your dog training business information.

Landing Pages for Dog Training Ads

A landing page is a webpage your clicks will land on when they click on your ads. The landing page should also be about the specific topic the user searched for. For example, if the user searched for “dog training-private lessons” then the page they land on after clicking on your ad should be dedicated to information about private lessons. It can include information about pricing, locations if you travel, and the training packages you offer.

On your landing page, you should include a call to action. This is where you make an exchange with your visitors for their contact information. You can offer them money off their first session or even the opportunity to download a free e-book in exchange for their contact information. This will generate high intent leads of customers that are truly interested in your services.

You should have a different landing page for each ad group so that each landing page is created and tailored for a specific topic. The more relevant information you provide your clicks on your landing page, the more likely they will turn into leads and actual patients.

Starting Your Ad Campaign

To start your campaign select New Campaign from the overview page or campaign tab, in Google Ads.

click on new campaign to start your google ads for dog training camapaign

In the next step select, “Create a campaign without a goal’s guidance.” 

select create a campaign without a goals guidance

Campaign Type

Next as your dog training campaign type, choose, “Search.” A search campaign type means that your dog training ads will show up in Google’s search listing results when people search specific keywords.

selct search as your ad google ads for dog training campaign type

Results

Next, choose the Results you want to get out of your ad campaign.

choose the results you want to get from your campaign and create a campaign name

Campaign Name & Network

Create a campaign name for your Google Ads for Dog Training. Then, under the Networks section, ONLY select Search Networks.

create a campaign name and choose search network

Ad Dates & Ad Schedule

Click on the show more settings menu under the networks section. After clicking on the show more settings menu, you will have the ability to set start and end dates for your Google Ads for dog training campaign. Remember, your ads will continue to run and show up for relevant individuals until you specify an end date for your campaign.

In the same menu, you will also be able to create an ad schedule for the times you want your ads to run.

As a Dog Training business, you may want your ads to run in the early morning or evenings. This is because from 9 am-5 pm, a majority of individuals are working and do not have time to look for the services that you offer. Instead, you may have a greater chance of reaching in the morning or evening when they have more free time.

create your ad schedule and set start and end dates for your campaign to run

You can test different ad schedules for your campaign. After you have gathered enough data you can choose which ad schedule generated more results and implement that schedule across your campaign.

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Location & Languages

In the following section, you will need to set the locations you want to target and the language for your ads. As a dog trainer, your location should include places you are willing to travel to. If you do not want to travel, you should keep your locations close to your business.

set the language and locations you want your google ads for dog training to target

Budget & Bidding

Next, you will need to set the average  budget you want to spend on your campaign and choose your bid strategy.

set your budget and choose the appropriate bidding strategy

You will need to target granular keywords in your ad groups if you have a smaller budget for your  Google Ads for dog training. For example, you will need to target specific keywords like “dog trainers in la crate training” and “leash training classes in la.” These keywords are specific to the training courses the client is looking for, for their pet’s needs.

If the budget for your ad campaign is greater then the keywords you will be able to target in your ad groups can be much more general. For example, “dog training classes” and “dog trainers.” These keywords are much less specific, in that they do not specify the type of training they are looking for or even a location.

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Ad Rotation & Conversion Tracking

Under the Budget and Bidding section choose the More Settings option.

Select “Do not optimize. Rotate ads indefinitely” in the Ad Rotation section. This will make Google will rotate your best and least performing ads equally.

Next, you will have the opportunity to set up conversion tracking for your ad campaign. Conversion tracking works to collect data from the results of your ads which helps determine how your ads are performing.

set up conversion tracking and choose to not optimize ads

Want to learn more on how to set up conversion tracking? Check out WordStream’s conversion tracking guide.

Ad Extensions

Ad Extensions, enlarge your ads by including additional information about your dog training business. Ad extensions will cause your ads to appear larger on Google’s search result pages which will encourage potential clients to click on your ad versus your competitor’s ads. There is evidence that shows that the larger your ads appear on the search result pages, the more likely users will click on them.

As a Dog Training business, you should include sitelink extensions in your ads. Sitelink extensions work to direct users to a specific page on your business’ website that they may need. Some sitelink extensions could include, “Training Services,” “Packages & Pricing,” or “Locations” if you are a dog trainer that is willing to travel to their clients.

create ad extensions for your google ads for dog training

Ad Group Name & Dog Training Keywords

In the next step of creating your ad campaign, you will need to name your ad group and include the keywords you want that ad group to target, both should be about one specific detail or topic of your business. You can edit the name of your ad group by clicking on the pencil on the top left. The keywords in your ad groups are keywords that users may search that will prompt your ad to show for them. When clients Google the keywords or similar keywords in your ad groups, your ads will be displayed on their search result page.

The name of your ad group and keywords should be about one specific topic or service from your business. For instance, if your ad group name is “dog training-private sessions” then all the keywords in that ad group should be keywords that users may search when looking for a dog training business that offers private dog training classes. These keywords can include, “dog training private lessons,” 1-on-1 dog training,” or “private dog trainers near me.”

create and ad group name and enter keywords to target

Check out this list of popular keywords for dog trainer’s websites.

Google Ads Keyword Planner

Did you know that Google Ad’s Keyword Planner tool will give you keyword suggestions that are related to your ad group or services?

To access and use this tool select, Tools and Settings in Google Ads.

click on the tools and settings icon in google ads

Choose “Keyword Planner” under Planning.

under the planning section click on keyword planner

Next, choose the “Discover New Keywords” Box.

next, click on the discover new keywords box

Now you need to enter the keywords that you want to target and press “Get Results.”

enter the keywords and website url

It will give you ideas of popular keywords you can target in your ad group.

keyword planner ideas

Talk to our experts to ensure you are including the best keywords in your ad group.

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Creating Your Dog Training Business Ads

You can start creating and writing your Google Ads headlines, description, and URLs.

Before you begin writing your Google Ads text ad, read our article How to Create Successful Google Ads Text Ad. The article will teach you many things like the structure of Google ads and some restrictions.

Google Ad Final URL & Display Path

The Final URL is where users will land when they click on your ad. This is your landing page. The final URL should lead users to a page on your website about the specific topic they searched for. For example, if your ad is about leash walking, then the final URL and landing page should be specifically about training sessions about leash walking.

The Display Path is not the exact link where users will be directed if they click on your ad. Its purpose is to provide users with an idea of the information they will if they click on your ad.

set your final url and create a display path

Ad Headlines

The headlines are the first component of your ads that patients will see. To create effective Search Ads you must write compelling Ad Headlines. Your ad headlines should things like relevant keywords and a call to action.

The ad group will determine the keywords you should include in your ads. Using keywords will make your ads more relevant and relatable to what the visitor is in need of.

Also including a call to action can help the overall success of your ads. Highlight the action you want visitors to take. For example, “Call Today To Schedule A Training” or “Save Money On Your First Lesson, Call Now.”

create ad headlines for your google ads for dog training

Ad Description

Similar to your ad headlines, your ad description should also include keywords. Keywords in your description show your ad’s relevance to the client’s dog training needs. Your ad’s descriptions should highlight details about your training business to stand out amongst competitors.

It should also include a call to action. For example, “We offer private lessons. Call Now.” Your ads should highlight your starting prices for private lessons and promotions you offer 1-on-1 clients. You should also highlight services that your competitors might not offer, for example, since you offer private dog training, you can write “Private Dog Training Lessons. Schedule Now!”

write ad descriptions for your google ads for dog training

Mobile & Desktop Ad Previews

As you are writing your ads you will be able to see how your ads are coming together. Once you are done, you can confirm that you are satisfied with the details and components of your ads through the ad previews.

Mobile Device Preview

google ads for dog training mobile preview

Desktop Preview

google ads for dog training desktop preview

Keeping Up With Your Published Ads

Analyzing the data your ads collect and changing the settings and keywords accordingly, will help your ads perform more effectively and efficiently.

One thing you should maintain is Your Negative Keywords List. The list contains keywords that you do not want your ads to show up for. Being proactive and consistently adding keywords to your list will help your ads reach relevant clients in need of the service you offer.

How to Access and Add To Your Negative Keywords List

First, in Google Ads, select the Keywords tab.

click on the keywords tab

Click on the Search Terms from the keyword dropdown list. The search terms tab will show you a list of search terms that have caused your ads to display on search results pages. After going over your Search Term list, you should add any undesirable keywords to your negative keywords list.

then, choose search terms.

To add to your negative keyword list, click on the Negative Keywords tab right above the search terms tab.

next, click on the negative keywords tab above search terms

Next, click on a blue plus sign to add more keywords.

click on one of the blue plus signs to add keywords to your negative keywords list

Enter all the words in the box.

negative keywords list example for private dog training

Frequently checking up on your search term list and adding to your Negative Keywords list will help your ads reach more relevant customers and generate more high intent clicks. It will also help your campaign save money by avoiding individuals who are not truly interested in the services you offer.

Conclusion

If you are looking for a quick and effective way to create a consistent flow of clients for your dog training business, then Google Ads is the perfect platform to do so. Google Ads will place your ads in front of relevant customers the moment they search for the training services you offer. This will help your ads generate high intent clicks and more leads for your business.

Do Google Ads for doing training sound like a great way to grow your client base but you do not have the time?

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