A Dog Trainer's Guide to Using Facebook Advertising

If you're a dog trainer and you're not doing any advertising on Facebook, you're missing out on a gigantic opportunity to grow your business and earn more training revenue. Facebook advertising is a moderately-inexpensive way to get the word out about your business and build your brand as well. However, if you have no experience with how to get started in the world of Facebook advertising, it can be a bit intimidating.

In this blog post, we're going to highlight the four main steps you need to follow to start advertising your dog training business on Facebook. Obviously, you're going to need to have a Facebook business account and you're going to need to have a card on file for the advertising expenses that you incur. Once you set up an advertising account, come back to read the four steps to start advertising your dog daycare on Facebook.

1. Decide on Your Target Demographic

As a dog trainer, picking out your target advertising demographic shouldn't be too hard. You want dog owners. Simple, right? Well, not so much. There are millions of people that are pet owners and not all of them are willing or able to pay for dog training. You're probably going to want to focus more on advertising to Facebook users that have a higher discretionary income. If Pete, the 20-year old college kid, has a dog, there's a good chance that he's not planning on paying for any dog training in the near future. Why waste your money showing him advertisements, when you could be showing the same advertisement to Sandy, the 60-year old business executive, that has money to spend and a lab mix that just isn't following her commands anymore. See what we mean?

2. Create Facebook Advertising Copy

Creating advertising copy is either something you can do on your own, or you can pay a company to help you come up with effective advertising copy. There are hundreds of interesting examples of Facebook advertising. We're not going to go into each of them, but you can see for yourself. One interesting idea, for dog trainers, is to use video ads and show a before and after video of one of your dogs. Take a video of a client's dog before the start of your training and then take another video at the end of the training sessions. Make sure to highlight how much better behaved the dog is after they went through your training. This type of video ad might be just the thing that will make a pet owner contact you for training.

3. Calculate an Acceptable Cost per Acquisition

Here's where you need to put some skin into the game. Advertising isn't free and you're going to have to figure out how much money you're willing to spend to acquire one new client. Your cost per acquisition is going to be the most important factor when it comes into advertising your dog training business on Facebook. If you're spending $150 for every new client, but each client only pays you $100 for training, then you are losing money per client. However, if you're spending $50 in advertising to acquire each new client, and they're paying $250 for training, then you're up $200 for each client that you acquire through Facebook advertising. Nice!

4. Launch Your Facebook Marketing Campaign

Okay. So you've locked in on the correct demographic. You've got your advertising copy ready to go. You've loaded your account with enough money to get started and you know how much you're willing to spend to acquire each new client. The only thing left is to launch your training business's advertising campaign and see what happens. At the start, you're probably going to spend more money than you want because there's surely something you forgot to do. Perhaps you didn't restrict your geographic area and you're advertising to people in California when your business is located in Chicago? There goes $100 in wasted ad spend. It will take some time to get your campaign running smoothly, but once it does, you'll start to see new client signups on your website and you'll know that your advertising campaign is doing the trick. Make sure to test and track your campaign for the best results as well. Good luck!

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