4 Profitable Facebook Audiences for Targeting Dog Owners

One of the most difficult parts of running ads on Facebook is often finding the right audience to target. When starting a new dropshipping business in the dog niche, you don’t have audiences built on your Facebook pixel like dropshippers with established brands likely have. Part of your advertising strategy will involve targeting cold audiences to build awareness, drive traffic, and eventually make sales.

We’ve been in the same position. It’s not easy to identify the best location, age, gender, interests, etc. when you’re starting new ad campaigns. To help, we’re sharing four different Facebook audience templates that we’ve used to generate revenue for our own brands targeting dog owners.

Understand that the following audience groups are only templates. They do not guarantee you will make sales from your ad campaigns. A number of different factors like ad copy and creative go into what makes a successful ad campaign. Use these templates as a launchpad for your own targeting strategy. If you’re interested in examples of ads in the pet niche, check out our free curated collection of pet niche ad examples here.

Audience Group 1 - Engaged Dog Owners

Location: Texas, California, New York, Florida, Pennsylvania

Age: 25 - 34

Gender: Female

Detailed Targeting:

INCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Dogs

and MUST ALSO match at least ONE of the following

  • Behaviors > Purchase Behaviors
    • Engaged Shoppers

EXCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Cats

Audience Size: 730,000

This audience specifically targets female dog owners who are classified as ‘engaged shoppers’ by Facebook, which means they have clicked the “Shop Now” call-to-action on an ad in the past week. The states selected reflect locations with the highest percentage of Facebook users who own dogs. We excluded the ‘Cats’ interest group to help better target dog owners specifically.

Audience Group 2 - Wealthy Dog Owners

Location: Texas, California, New York, Florida, Pennsylvania

Age: 25 - 34

Gender: Female

Detailed Targeting:

INCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Dogs

and MUST ALSO match at least ONE of the following

  • Demographics > Financial > Income
    • Household income: top 10% of ZIP codes (US)

EXCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Cats

Audience Size: 200,000

The ‘Wealthy Dog Owners’ audience leverages demographics data to narrow targeting to high-income consumers. This audience is great for luxury or high-ticket products that are more of a want than a need for pet owners. We used this audience when advertising carriers, cages, and organic dog food.

Audience Group 3 - Dog Owners Facebook Page Affinity

Location: Texas, California, New York, Florida, Pennsylvania

Age: 18 - 54

Gender: Female

Detailed Targeting:

INCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Dogs

and MUST ALSO match at least ONE of the following

  • Interests > Additional Interests
    • Big Lots
    • Country Music Nation
    • i love my dog
    • The Veterans Site

Audience Size: 1,300,000

Facebook’s Audience Insights tool offers a lot of powerful data on Facebook user’s based on the criteria you set. When looking at demographics for dog owners, you’ll find a list of Facebook pages that are ‘liked’ by a significant percentage of users who are considered dog owners. Affinity targeting is a highly profitable tactic for advertisers.

Audience Group 4 - Facebook US Dog Owner Consumer Profile

Location: Texas, California, New York, Florida, Pennsylvania

Age: 18 - 54

Gender: Female

Detailed Targeting:

INCLUDE people who match at least ONE of the following

  • Interests > Hobbies and Activities > Pets
    • Dogs

and MUST ALSO match at least ONE of the following

  • Demographics > Education > Education Level
    • College grad

and MUST ALSO match at least ONE of the following

  • Demographics > Relationship > Relationship Status
    • Married

Audience Size: 700,000

Similar to the audience mentioned above, leveraging Facebook’s Audience Insights tool provides an in-depth look into the profile of your target consumer in the dog niche. 53% of dog owners on Facebook are married, according to Audience Insights. 61% have a college degree as well. This targeting strategy helped us drive traffic and leverage the pixel data to create warm and hot audiences for retargeting down the road.

1 comment

  • Very informative post. Great work!

    Shivam

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