If this is a new ad account and your Facebook pixel doesn't have any data on it. I'd recommend starting off quite broad and let the algorithm do the work. I'd just leave it as Dog Owners and possibly the behaviour 'engaged shoppers'.
As long as your ad creative talks to the audiences pains then the right people will be attracted to your ad and as result end up on your store.
Let me know if I can help with anything else,
Facebook Ads Guru
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I read through your post and took a quick look at your website and here are my initial thoughts.
The first thing I would say is who is your market? This is probably the most overlooked step I see in marketing today. Once you are clear on who you're talking to you can start to strategically map out your efforts to meet their desires and solve their problems.
I'd recommend Googling Digital Marketers perfect avatar template. (I would post it in here but they will ban me)
Once you've completed your avatar sheet you're going to be able to research your audience further and find out where they are hanging out online. This is going to help drive your targeting and help to identify any 'Niche Lingo' that is used to build the creative. for your ads.
I would then take what you've learnt about your audience and really work on those product pages.
The Product Titles and descriptions - I recommend creating a catchy product title and writing a description that illustrates the benefit to the buyer of using the product. Use bullets and space to improve readability. If you have a USP for this particular item what is it? Do you offer a guarantee or free shipping on the item? What variations do you have if any? What are the specific dimensions of each product?
I could recommend a ton of other things to help you right now but I think that you need to go back to basics of marketing.
I hope this helps, let me know if I can help with anything else.
PS I'd turn the Facebook ad off for now until you make these change, you are just giving money to Facebook.
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