As a fan of playing Fantasy Football, which allows me to stare at my computer on Sunday afternoons hoping for one of my players to score a touchdown, I thought it would be cool idea to analyze how these Fantasy Sports sites are performing in PPC Marketing. Performance meaning “keywords, text ads, budgets, etc…) From my quick research, with the help of Spyfu.com, I discovered some interesting finds as well as some pretty lackluster efforts to lure in new potential members. Let’s discuss…..
Different Tiers of Fantasy Football PPC Advertisers:
When someone does a Google search on “Fantasy Football”, there will be different types of sites that are competing in the same space. This plethora of competition can make it difficult for someone to join a league as there are so many options to choose from. However, these sites listed below offer a level of “Brand Loyalty” vs. “Offers/Rewards”. With all of these different options, it’s important for these advertisers to differentiate themselves from the competition and the #1 factor in doing so is with compelling Text Ads and what I found was pretty shinny at best.
- Search Engines
- Media Sites (TV, Cable)
- Sports Sites
- Fantasy specific sites
Deeper Look at Top Advertisers
Keyword Volume Comparison:
Ad Budget Comparison:
Lackluster Text Ad Examples:
Let me explain why these ads are lacking effort. These Ads below are from NFL.com and they lack many of the important CTA’s needed to separate them from the competition. For example, the obvious failure is the lack of MULTIVARIATE testing which could utilize some of the CTA’s mentioned below:
- Unique Offers/Rewards (Win Prizes, etc..)
- Member Benefits (Expert Advice, Latest News)
- Seasonality (July-August: Free Draft Help, Cheat sheets, etc..)
Example of Effective Text Ads:
This example of FoxSports.com Text Ad is 100% effective because it provides (3) three of the most important factors in fantasy football leagues. Now even if most leagues provide the same offerings, the user will not know unless they click on the Ad.
- Free Draft guide
- Expert Analysis
- Real-Time Scoring.