How much is it worth, to replace?
It may have been trashed beyond acceptable salvage, either before it was cleaned or as a result of you cleaning it.
Did you vacuum the rug before cleaning it? Those shaggy rugs are a nightmare for getting crud stuck down in the base of the pile.
Before cleaning, you should turn the rug upside down on a hard surface of a sheet (NOT on your carpet) and use an upright vacuum really slowly, going over and over it, to knock all the crap out.
Think that's a load of old cobblers? Watch...
www.youtube.com/watch?v=wUYeUrYkZhIAfter back-dusting, give the rug a good shake, vac up the crud, then do it again!
After a second time, turn the rug the right way up and vacuum the face. This is where upright vacuums struggle on shaggy rugs unfortunately, the pile just clogs the brush. I use my cylinder vac with the upholstery tool to do this.
Now you're ready to get it wet.
Don't put fabric conditioner on it, you're not solving the problem at all! You'll just leave a sticky residue that'll make the rug grab on to any dirt that gets on it, and it'll look crap again very quickly.
Doggy smells are from bacteria that break down the oil transferred from the dog's coat. It needs something anti-bacterial on it to remove the odour. Not washing up liquid though!
If this was an 8x5 rug I'd probably be charging you around £80 collected and delivered, to give it the full attention it deserves. Hence why I asked you how much it's worth to replace!
Just "whizzing over it" with a rug doctor or something is NOT going to solve the problem.