A new piece of evidence showcasing the lengths Big Cat Rescue or one of their devoted supporters will sink to just so they can undermine competitors in the zoological world was recently brought to our attention. Anybody that owns a facility that exhibits exotic cats and has previously been a target of Big Cat Rescue’s crusade to “end the trade” should pay attention.
Google Adwords is a product Google offers to people wanting to advertise their business. Adwords works by displaying ads businesses have paid for that will only appear when specific keywords have been entered whenever someone is searching Google.
We were alerted that Big Cat Rescue or one of their supporters has been using Adwords to direct people to Big Cat Rescue’s website by purchasing ads utilizing the names of people and facilities that are competitors of Big Cat Rescue or partake in activities interfering with their mission.
As of writing this article, we have discovered three facilities, Big Cat Habitat, G.W. Exotics, Dade City Wild Things and one individual, Doc Antle, that seem to have been specifically targeted by the ad campaign.
The effectiveness of the ads are unknown, however, there is likely some impact due to it being absurd that someone would waste money on a product that doesn't produce results. Either way, this does provide insight into one of the tactics animal rights organizations or just major competitors of your business could be implementing to take away possible customers.
Anyone wondering if they have also been targeted can use a tool Google offers to preview ads. Some ads might only appear when the location is narrowed down by state. When we were searching for names the ads would sometimes only appear after searching the same keywords multiple times and in some instances, the ads wouldn't reappear even though they appeared moments before.
Below is a screenshot of the PDF file we were sent that led us to investigate.