Football season brings with it much more than the screaming fans, stadiums packed to the brim, and parties fueled by wings, beer, and team spirit. Fantasy football is a craze that is largely associated with the NFL season, and being primarily internet-based there are many related searches and advertisements pertaining to this extremely popular activity. Participants in fantasy football utilize assorted sites to create leagues and complete drafts in order to decide upon the players and resulting team that is going to lead their way through the season, connecting the ever widespread sport to a fantasy realm. To follow, various fantasy football search queries and ads are examined, some of which are relatively unexpected.
Google Search: fantasy football top 20 players
By completing a simple, generalized search for fantasy football top 20 players, 99.9 million results surface, and we can see that there is a single bidder for the keyword: draftkings.com. Draft Kings is a gambling fantasy football website wherein there is a cash requirement to join a league and cash prizes to be won as a result.
Keyword Search: top 20 football players
Upon researching keywords that are presented for a search of top 20 football players, some predictable results are presented such as fantasy football news, but additionally a single result that is a bit more diverse arises: matthew berry.?To a non-football expert such as myself this name is unfamiliar, but if we are to complete some straightforward and relative research we can easily discover that Matthew Berry is actually ESPN?s fantasy sports analyst/columnist and additionally is the Senior Director of Fantasy Sports (what a title!) This information helps us to discern why a keyword relative to fantasy football presents a name-specific result that would be of interest to fantasy football aficionados. In searching for Facebook ads, we can see that there are 2 ads that are relative to the matthew berry keyword:
Facebook Ads by Keyword: matthew berry
Both of the above ads lead us to the landing page of draftstreet.com, another fantasy site similar to Draft Kings where users can compete for actual cash. They are obviously using an influential and well-known name to advertise their services to Facebook users, this being in addition to offering the potential to win a $350 prize by entering into fantasy baseball (even though baseball season is almost over? Perhaps they should alter this so that it?s relative to football now that the 2012-2013 season has officially begun).
Draftstreet.com Ad
By visiting the draftstreet.com website, directly on the homepage an ad is visible that is utilizing Matthew Berry as a marketing ploy to hopefully attain users and get them to enlist in their fantasy football services. Mr. Berry is a popular guy in the (fantasy) football world, so it seems.
Facebook Ads by Keyword: fantasy football players
If we search for fantasy football players using the SEMrush Facebook feature, we are presented with some diverse results that lead us to other fantasy football websites such as pigskinfantasyu.com, a college fantasy football league site, and gridironexperts.com, which is basically a fantasy football news and strategy website. Additionally, there are ads for other fantasy football sites such as CBS.
Search Results: fantasy football
After completing a general search for?fantasy football, we are presented with 334 million results and the NFL themselves are bidding on the keyword and directing users to the fantasy football section of their website. This section provides visitors with a fantasy football blog, news, draft/fantasy league options, and other informative material.
Facebook Ads by Keyword: fantasy football
By investigating a bit further and researching fantasy football using the Facebook feature, we can see that there are various purchasers for the keyword including fantasy football companies, Snickers, and even Miller Lite. Interestingly enough, the site with the most hits is based in Thailand. Finally, the NFL has purchased many ads for the fantasy football keyword, directing users to various aspects of their fantasy football amenities.
Search Results: fantasy football 2012
Not only is the term fantasy football 2012 being bid on by the NFL but it is also being bid on by draftday.com and draftkings.com. The NFL?s ad copy is reasonably interesting ? NFL.com Fantasy Football ? Go Legit. They are using their advertising space to capitalize on their name and remind users that they are the one and only National Football League. However, this doesn?t necessarily mean that users are applying their site to their fantasy football desires, dependent surely in some cases on if they choose to play for cash or not (although you can win prizes such as fantasy football rings and autographed memorabilia through the NFL site). Next we will examine the other two sites that are bidding on the fantasy football 2012 keyword:
Facebook Ads by Domain: draftkings.com
In viewing ads by domain for draftkings.com, it is simple to see that they are firstly utilizing females outfitted in sports gear as an aesthetic means of their advertising for Facebook users (this also assuming that most fantasy football players are male). Moreover, they are promoting their cash prizes and verifying to viewers that the use of their services does not include a fee. Most of their advertising is completed within the United States although they are placing some focus on Canada and other areas. The majority of their ads land on the same page, and they receive approximately 10,000 impressions in a given month.
Facebook Ads by Domain: draftday.com
Conversely if we look draftday.com who is an obvious competitor of draftkings.com, they are obviously using a very different method to advertise their services to Facebook users by utilizing more generalized sports images. While they are also certifying that their services are free, it seems as though the ads that receive the most impressions are geared toward baseball. However if we continue scrolling to ads that receive a smaller percentage of impressions, these are relative toward sports in general and some to football; it is possible that these impressions may increase as the season continues. Finally, they are gearing a great deal more of their advertising to a Canadian audience which is noteworthy seeing as they are based in the United States, specifically, in Illinois.
Conclusion
Fantasy football is a means of entertainment that goes hand-in-hand with the sport of football itself and it makes viewing the games much more exhilarating in observing how acquired players are stacking up. It appears as though there are many search terms relative to fantasy football, and many different websites to choose from dependent on if users want to gamble or merely use it as a means of recreation. Even some of the sites that are considered to be overly popular such as Yahoo! Sports, Fox, and ESPN are not employing any sort of obvious promotion for their fantasy football services, but perhaps this is due to the fact that they already have many recurring users. Nonetheless, there are many sites out there that can adhere to what users are specifically looking for in their fantasy football leagues, and their advertisements portray just that.
Source: http://www.seoquake.com/blog/?p=1377
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