Wildman Hunting and Outdoor, situated in the Cape Gate Lifestyle Precinct, specialises in firearms, hunting and outdoor equipment. They are specialists in their field after more than 13 years in business. Their outdoor product range spans firearms, optics, reloading equipment, electronics, ammunition, outdoor clothing/shoes and various outdoor related accessories.
We approached advertising with Google with careful consideration. Wildman has a number of competitors in the market and we needed to ensure they were competing on an even footing for the top advertising spot. The process of selecting keywords and tailoring the advertisements was also challenging, owing to advertising constraints that Google places on firearms and related items.
Initially, we drilled down to a targeted set of keywords, directly related to Wildman’s online offerings. We also wanted to ensure that all types of traffic were catered for. When we began our research, Wildman did not have a page to cater specifically for searches for hunting clothing, boots and gear. Upon investigation, we discovered this is a large part of what people are looking for. Based on this research we recommended the creation of such a page to direct such traffic also. This has proven to be useful, as more than a third of traffic from the adverts is routed directly to this page.
We continue to work hard to tweak the adverts as needed, to ensure optimal performance. Analysing the search queries received, we have built out the adverts to include responsive text adverts designed to cater to a larger variety of keywords.
We are happy to say that their adverts are faring well against competitors’ ads for the top advertising spot. Additionally, the Google adverts have increased traffic to the Wildman website, and have resulted in a direct increase of enquiries to the shop.