FAQ: How accurate is SpyFu?

Proving Advertisers’ Ties to Keywords

One simple link on the SpyFu results page reveals possibly the boldest claim that we make. Since just one embarrassing turn can disable an advertiser, we document evidence of every single advertising claim made on SpyFu.

Finally, we trump the delete button. History is locked in place, and if we said it happened, we can back that up. It might help you convince a prospective client that you can help them focus their campaign or find out exactly why a competitor showed up on a word that left you scratching your head.

Borders Books, for example (borders.com) advertised-twice-on “Accusound Eclipse Series”, a home theater style speaker from an Australian company. Borders offers CD’s on their site, but this speaker is out of place. While such a large advertiser might lose track of a few words, they would easily scoff at the notion of having advertised on this distinct product.

We’ll prove it. Every time.

Let’s find that keyword and go look at the cache on that date. (“View cached page” is available next to the keyword phrase on all SpyFu keyword stats pages.) It might take some digging, but sure enough there it is. (October 2008)

SpyFu PPC cache page for PPC research

Where Borders attempted to cash in on tutorial books known as the “Eclipse Series,” they were matched to the nicely designed surround sound equipment. An advertiser this big might never know how mistakes like act as a slow leak in their budget. But it’s not just limited to large advertisers.

Any domain is a candidate for a broad match misfire. If this is you, build this double-check into your regular SEM research, providing a better understanding of why a competitor might have a particular term in their history.

The cache goes back as long as we’ve been around.

The cache gives you assurance in what you’re seeing. We stand behind our data.

Leave it to those whose profession is to dig for facts to put our cache into action. During the 2008 United States Presidential campaign, The Washington Post turned to us on word that the main website for candidate John McCain (www.johnmccain.com) was advertising on the keyword “hot wife.”

By the time a visitor could type that term into Google, the resulting ad could be long gone. Without our cache, there was no proof of such a seemingly absurd claim. However, captured and locked in time, is the result page. July 2008, page 2.

SpyFu PPC cache page for John McCain's Wife