FanDuel vs. DraftKings in PPC Marketing

draftkings-vs.fanduelWhat would you say if I told that you these (2) two companies have spent roughly only 0.0072% of their advertising dollars in Google Adwords since the 2013. Well, its true. FanDuel and DraftKings have spent over $250 million across TV, Radio and Internet Ads this year alone. Now, as someone who is a Fan of Fantasy Sports and PPC Marketing, it was a No-brainer for me to investigate what these companies are doing in PPC. So without further ado, I will dive into the details of how these companies are positioning themselves in the PPC Word. Of course, with the help from my friends over at SpyFu – PPC Competitive Software

Where are the Ad Dollars going?

Well, lets just say that for these Internet-based companies, where they rely on customers to use their service online, they are advertising almost exclusively “offline” on traditional media (TV, Radio, etc…) and not even spending a fraction of it in Search Marketing.

According entitled “DraftKings and FanDuel ads seem to be everywhere on TV because they are” Author Tom Klundt reveals that “DraftKings and FanDuel have combined to spend $205.9 million on ads airing nationally across both network and cable from the beginning of the year until Oct. 5.” Ok, so with that said, do you want to know how much they are spending in Adwords alone? We can estimate (according to they are spending a both combined monthly spend of $2K in 2015. Say Whaaat?

See for yourself:

Fanduel vs. DraftKings in PPC Spending

Weak PPC Keyword Strategy:

According to SpyFu, DraftKings is bidding on only (139) keywords, while FanDuel is bidding on (160). Of those terms, surprisingly they only share (23) twenty-three keywords amongst themselves. In a nutshell, this is not only minimal it’s astonishing considering the advertising dollars they allocated in larger media.

Fanduel v.s DraftKings share only (23) Keyowrds in PPC Marketing

Fanduel v.s DraftKings share only (23) Terms

The most notable terms are not around Football, but rather Baseball and Basketball Fantasy related keywords.

Understanding the Historical Big Picture

I thought it would be important to simply showcase the PPC Marketing evolution of these (2) companies over the past 5 years to give a perspective of how they started and where they are now. It’s quite interesting. FanDuel spent as much as $43k in September of 2011, then they dramatically cut spending in October. They eventually increased slightly again during the Fall/Early Winter in 2012 then started a downward retreat since then.Screen Shot 2015-10-28 at 7.33.10 AM

In Conclusion:

It’s apparent to me that FanDuel tried PPC Marketing in the early years and discovered they were not reaching the audience they needed, so they had to come up with a different Strategy. Over time, they realized that their core audience was Watching not Searching, so they shifted their efforts to Sponsorships and traditional media where they can get right in the faces of their audiences, “literally”.