Paid traffic
Keywords and ads
Keywords, negatives and ad copy for search, social, native and YouTube. Read the Rules page first: bidding on brand terms needs written approval, and direct linking isn't allowed, so paid clicks go to your own page first.
Send ad clicks to your own page first. Direct linking from ads to your HopLink isn’t allowed, so point each ad at your review or tips page and link from there. Bidding on our brand or product names needs our written approval first. Read the rules
Start with small test budgets and change one thing at a time. With about $26.97 on each $39.95 sale, the calculator on the overview shows what your own numbers work out to. No campaign is guaranteed to be profitable.
Keyword sets
94 keywords in 4 sets. Copy a set as one keyword per line, ready to paste into your ad platform.
Brand terms13 keywords
Not allowed without written approval from marketing@kingdomofpets.com, as search keywords or in search ad text and display paths. Until you have approval, add these to your negatives so broad match can't reach them.
- secrets to dog training
- secrets to dog training review
- secrets to dog training reviews
- secrets to dog training dan stevens
- secrets to dog training ebook
- secrets to dog training kingdom of pets
- dan stevens dog training
- daniel stevens dog training
- kingdom of pets
- kingdom of pets dog training
- sitstayfetch
- sit stay fetch dan stevens
- secrets to becoming the alpha dog
High intent22 keywords
People looking for a book, course or program. Send them to your own review page, which links on to the book.
- dog training ebook
- dog training book
- best dog training book
- dog training book for beginners
- dog behavior book
- dog behavior problems book
- dog behaviour book
- dog training guide
- dog training guide for beginners
- online dog training course
- online dog training program
- dog obedience training course
- dog obedience training at home
- home dog training program
- dog behavior training program
- dog training video course
- dog training audio book
- how to train your dog book
- puppy training guide
- puppy training ebook
- puppy training book
- alpha dog training book
Problem-aware43 keywords
People searching for help with one problem. Group them by problem and send each group to your own page about that problem, which then leads to the book. For aggression, biting and separation terms, keep the ad factual ("covers", "step by step"), make no promises, and put the safety line about in-person help on your page.
- how to stop my dog pulling on the leash
- how to stop dog pulling on lead
- dog pulls on leash
- how to stop dog jumping on people
- how to stop dog jumping up on visitors
- how to stop puppy biting
- how to stop dog nipping
- how to stop dog barking
- how to stop dog barking at other dogs
- how to stop dog digging
- how to stop dog chewing furniture
- puppy chewing everything
- how to house train a puppy
- how to potty train a puppy
- how to house train an older dog
- dog peeing in the house
- dog won't come when called
- how to teach a dog to come
- dog runs out the front door
- how to stop dog bolting out the door
- how to stop dog eating poop
- how to stop dog jumping on furniture
- how to stop dog chasing cats
- dog and cat not getting along
- how to introduce a new dog to your dog
- two dogs fighting in the same house
- dog aggressive to other dogs
- dog aggressive to strangers
- dog food bowl aggression
- dog separation anxiety training
- dog afraid of the leash
- dog won't get in the car
- how to stop dog stealing food
- rescue dog behavior problems
- how to train a rescue dog
- adopted dog not listening
- dog not listening to commands
- dog ignores me
- how to become the pack leader
- alpha dog training
- new puppy checklist
- puppy first week at home
- christmas puppy training tips
Audience and interest targeting (social, native and YouTube)16 keywords
For Meta (Facebook and Instagram), native networks, Pinterest, TikTok and YouTube. Interest and topic names change, so search for each one in the ad manager and use the closest match.
- Meta interest: Dog training
- Meta interest: Dogs
- Meta interest: Puppies
- Meta interest: Pet adoption
- Meta interest: Animal rescue and shelters
- Meta interest: Dog walking
- Meta interest: breeds you write about (for example German Shepherd or Labrador Retriever)
- Meta: a broad (Advantage+) audience with dog-only creative, tested against the interests
- YouTube topic: Pets & Animals, then Dogs
- YouTube custom segment: people who searched the problem-aware terms above
- YouTube placements: dog training, puppy and breed channels you've checked by hand
- Native: contextual targeting on dog care, puppy and pet adoption articles
- Native: pet and family lifestyle categories
- Pinterest: interests in dogs, dog training and puppies, plus keywords from the problem-aware tier
- TikTok: the Pets interest category (dogs), plus keywords and hashtags from the social swipes
- Timing: holiday-puppy season (December and January), the spring and summer walking months and the back-to-school weeks
Negative keywords58 keywords
Add these as negatives so your ads stay away from searches that don’t buy.
- free
- free pdf
- pdf download
- pdf free download
- download free
- torrent
- crack
- pirate
- epub
- jobs
- job
- career
- salary
- hiring
- apprenticeship
- certification
- how to become a dog trainer
- near me
- classes
- puppy class
- board and train
- boarding
- daycare
- kennel
- puppies for sale
- for sale
- adoption
- shock collar
- e collar
- bark collar
- prong collar
- clicker
- treats
- toys
- pee pads
- puppy pads
- service dog
- therapy dog
- emotional support
- police dog
- k9
- gun dog
- bird dog
- schutzhund
- protection dog
- cat training
- horse training
- login
- members area
- refund
- customer service
- game
- app
- meme
- hot dog
- watch dogs
- youtube
Search ad copy
Headlines up to 30 characters and descriptions up to 90, the limits for responsive search ads in Google Ads.
Headlines
- Dog Behavior Help at Home25/30
- Help for Dogs That Pull23/30
- Over 25 Behavior Problems25/30
- 256-Page Dog Training eBook27/30
- By a Professional Dog Trainer29/30
- 60-Day Money-Back Guarantee27/30
- One-Time Price of $39.9524/30
- Used by 220,000+ Dog Owners27/30
- Puppy and Rescue Dog Help25/30
- Step by Step, With Photos25/30
Descriptions
- Step-by-step help with over 25 behavior problems, from leash pulling to house training.87/90
- A 256-page eBook, 30-minute video and audio book for one $39.95 payment. Instant access.88/90
- Written by a professional dog trainer for everyday owners. Suits all breeds and ages.85/90
- Over 220,000 dog owners have used this guide. Backed by a 60-day money-back guarantee.86/90
- Learn why rubbing a puppy's nose in a mess teaches nothing, and what to reward instead.87/90
- Never use your recall word to scold. Learn how to make Come mean good things to your dog.89/90
- Covers barking, chewing, digging, jumping up and bolting out the door, with photos.83/90
- Includes 4 bonus eBooks on aggression, house training, grooming and security training.86/90
- Adopted a dog? Get step-by-step help with the habits that came home with it.76/90
- Learn how your posture and eye contact speak to your dog. Photos and real case studies.87/90
Social and native ad ideas
Each one has a hook, the ad text, a call to action and a direction for the picture.
Ad 1
HookWhy do some dogs run the other way when they hear "come"?
Ad textProfessional dog trainer Dan Stevens tells the story of Major, a dog who was called over and scolded for digging up the flowers. From then on, "come" meant trouble, so Major stopped coming. Dan's rule is to only ever use your recall word for good things. His book, Secrets to Dog Training, covers recall and over 25 behavior problems step by step.
Call to actionLearn More, to your own page about recall (never straight to the HopLink).
PictureYour own photo of a dog digging in a flower bed and looking back over its shoulder, in daylight. Dogs only: no people, no scolding, and no text beyond a short headline.
Ad 2
HookRubbing a puppy's nose in a mess teaches it nothing.
Ad textProfessional dog trainer Dan Stevens says the puppy usually doesn't know what it's being corrected for, and the punishment only slows its learning. His advice is to reward the right spot instead. Secrets to Dog Training covers house training step by step, with a bonus eBook on the direct method for outdoor dogs and the paper method for indoor ones.
Call to actionLearn More, to your own house training article that leads to the book.
PictureA puppy sitting on grass just outside an open back door in soft daylight. Dogs only: no mess, no people and no before-and-after.
Ad 3
Hook"$100 a session is a price we were given."
Ad textLaura Smiarowski has four dogs, each with a different problem, and wrote that "Hiring a trainer would have been too expensive". She used Secrets to Dog Training to look up each dog's problem instead. The 256-page eBook, 30-minute video program and audio book are a one-time $39.95, with a 60-day money-back guarantee.
Call to actionLearn More, to your own review page.
PictureFour dogs of different sizes lying together on a living-room rug, relaxed and looking at the camera. Dogs only.
Ad 4
HookThis rescue spaniel barked at anyone wearing black.
Ad textHenry came to Neil and Marion through a Cocker Spaniel rescue, jumping up at everybody and pulling on the lead. They took one issue at a time with Secrets to Dog Training, and in their words he's now "an extremely well behaved and social dog that everybody loves." The book covers over 25 behavior problems step by step, for any breed or age.
Call to actionLearn More, to your own page about training a rescue dog.
PictureYour own photo of a spaniel, or any dog, sitting calmly on a garden path. Don't caption it as Henry. Dogs only, with no before-and-after.
Ad 5
HookBarking, chewing, digging and jumping up are all in one book.
Ad textSecrets to Dog Training by professional dog trainer Dan Stevens covers over 25 behavior problems step by step, with photos, and it's written for all breeds and ages. Over 220,000 dog owners have used it. It's $39.95 one time, with instant access and 60 days to ask for a refund.
Call to actionLearn More, to your own review page.
PictureThe product image from the Banners and Images page beside a relaxed dog lying on a rug. No chewed-up furniture and no before-and-after split.
Words and pictures to avoid
- "Guaranteed", "guaranteed results", "works every time" or any promise that a dog will change.
- Set timeframes such as "in 7 days" or "overnight". The only time claim allowed is Dan's own, in his name: his technique stops leash pulling in ten minutes or less. Leave even that out of paid ads.
- Medical or veterinary claims: "cure", "treat", "heal", "calms anxiety", "fixes separation anxiety", "stops fear of fireworks", "vet-approved", "vet-recommended".
- "Cures aggression" or "fixes aggressive dogs". Say the book covers aggression, and add the line about in-person help for a dog that has bitten or seems dangerous.
- "#1", "best-selling", "proven", "scientifically proven" or "highest converting".
- Deadlines, countdowns, "today only", "price going up" or "limited copies". None of them are real.
- Calling $39.95 a sale or a discount, or saying "save $30".
- "Unlimited" consultations, "24 hours a day", "on call" or "vets on staff".
- "Lifetime updates", which applies to the shipped 2-CD pack only.
- Health and science claims from the old sales letters (a longer life, less stress, a better immune system).
- Calling Dan a "dog whisperer", or comparing him or the book with TV trainers, other programs or named competitors.
- Anything that sounds like Dan or Kingdom of Pets talking ("I wrote this book", "our team"), or a page made to look official.
- Shaming or blaming wording such as "bad owner" or "you're ruining your dog".
- Invented or edited testimonials. Customer quotes go in word for word, from the approved list only.
- Trust seals, badges or awards that aren't on the Banners and Images page.
- Brand terms (Secrets to Dog Training, Dan Stevens, Kingdom of Pets, SitStayFetch) as search keywords, in search ad text or in display paths without written approval.
- Visuals: before-and-after splits, "bad dog, good dog" pairs, or a wrecked room shown as the "before".
- Visuals: any dog being hit, pinned, scruffed, yanked on a leash or wearing a shock or prong collar, or anything that looks like an animal being hurt.
- Visuals: bites, blood, injuries, snarling close-ups, or a dog lunging at a person or another dog.
- Visuals: people posing as customers, as Dan or as results (stock models, actors).
- Visuals: vet coats, stethoscopes or medical symbols that suggest a vet's endorsement.
- Visuals: puppies in gift boxes or with price tags. Ad platforms restrict anything that looks like selling animals.
- Visuals: fake play buttons, fake notifications or warning-style pop-ups.
- Visuals: screenshots, photos or text copied from kingdomofpets.com pages, including customer photos. Use the area's assets and your own photos.
Notes for media buyers
- No direct linking. Never send paid clicks straight to your HopLink. Send them to your own page with real content (a review, a how-to on one problem, or a bonus page) and link to the book from there. Ad platforms also tend to reject thin pages that only pass people along.
- Brand bidding needs written approval from marketing@kingdomofpets.com. Until you have it, keep the brand tier in your negatives so broad match can't reach it, and keep the product name, Dan's name and Kingdom of Pets out of search ad text and display paths. Social and native ads may name the book, as the Meta concepts here do.
- Match types: start with phrase and exact match on the high-intent and problem-aware tiers, so you can see which searches you pay for. Try broad match only once conversion tracking works and you have some sales data. Check the search terms report every few days and add new negatives as you find them.
- Negative keywords don't match close variants, so add plurals and misspellings yourself (treat and treats, collar and collars). If you bid on a term that contains one of these negatives, take that negative out.
- Search volumes and costs change by country and by month, so check them in Google Keyword Planner or your platform's own tool before you choose terms.
- Test small. Set a daily budget you'd be comfortable losing while you learn, and decide before you start how many clicks a keyword or ad gets before you judge it.
- Change one thing at a time, such as a keyword group, a headline, an audience or the landing page, so you know what made the difference.
- Tag every campaign with a ClickBank tracking ID: add &tid= to your HopLink (up to 24 letters and numbers), and your ClickBank stats will show which source made each sale.
- Break-even maths: each $39.95 instant-download sale pays you about $26.97. ClickBank works out the exact amount after its processing fee (7.5% + $1 per sale) and any sales tax. A sale breaks even when it cost you about $26.97 or less in ads.
- Break-even cost per click = $26.97 x your own conversion rate (your sales divided by your clicks). Work it out from your own stats once a test has run, and keep each bid below that figure.
- Some buyers add the Premium Online Video Series (about $40.84 more to you) or choose the shipped 2-CD pack (about $61.65). Plan your bids on the $26.97 front end and treat anything above it as a bonus.
- Leave room for refunds in your sums. Your ClickBank account and ClickBank's affiliate terms explain how they're handled.
- Profit isn't guaranteed. Paid traffic can lose money, and neither Kingdom of Pets nor ClickBank can promise you'll make a profit. Test small and stop whatever doesn't pay.
- Landing pages: match the page to the keyword group, with a leash pulling page for leash terms and a puppy page for puppy terms. Put the disclosure at the top and next to the first link, and add the safety line about in-person help to any page about aggression or biting.
- Meta labels every ad as Sponsored. If your ad reads like your own review, say you earn a commission as well.
- Your HopLink lands on the sales page, which also offers the free 6 Day Course by email. A sale within 60 days of the click still pays you, including one that comes after someone joins the course.
- Every ad stays inside the claims policy on the Rules page. Ask marketing@kingdomofpets.com before you run anything this page doesn't cover.