Basketball, Brackets & Vasectomies — March Madness in Paid Search

According to AdGooroo data, advertisers spent $567,000 in March 2014 sponsoring just 9 keywords related to the NCAA March Madness college basketball tournament, including terms like ‘march madness’, ‘ncaa tournament’ and ‘basketball bracket’.

With the tournament beginning tomorrow, we decided to look at a sampling of who’s advertising on that same keyword group this month (March 1-16) and see what they’ve been saying in their ads.

Brackets

There are many options to participate in or run your own bracket this year. For example, you can play the “official bracket game of NCAA® March Madness®” at NCAA.com. At Sports.Yahoo.com you can join a “public” or “private pool”, fill out a celebrity bracket, and even try for a chance to win $50,000. And at CBS Sports you can also play for a prize or organize your own group — all free, courtesy of CBS sponsors such as Infiniti and AT&T.

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Tickets

Ticket sellers include the Rose Quarter, which owns the Moda Center, the Portland Trailblazers arena where the tournament is taking place, as well as various scalper sites such as PrimeSport.com, VividSeats.com and TicketNetwork.com. Making the most of the opportunity, the Rose Quarter is also promoting a September concert by The Who.

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Odds & Ends

Some companies advertising on NCAA March Madness keywords have nothing to do with the tournament but apparently want to get in on the action. For instance, PriceGrabber.com is promoting sporting goods (specifically “football apparel”), while deal site Stuccu.com is offering “Ncaa bracket – 70% Off”, with free shipping no less.

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And speaking of scalpers, a New York-based urologist is promoting a “Basketball Vasectomy R&R”, which encourages searchers to schedule a vasectomy around the tournament so you can “Lie Around & Watch College Hoops” while recovering.

March Madness 2015 - vasectomy ad