Advanced Keyword Research with Kombat

SpyFu Kombat’s 3-domain comparisons help keep you from overlooking any valuable keywords you might have missed. When your competitors advertise on keywords that you don’t, consider that a major flashing sign of what to add next.

Continue reading and get up-to-speed on how to use SpyFu Kombat. Hungry for more? You can also learn how to use SpyFu Kombat to start a new PPC campaign from scratch or to improve existing campaigns.
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First, we’ll show you how to build Kombat match-ups where you can compare domains.

There are two configurations of the SpyFu Kombat keyword tool, the:

  • standard 2-domain match-up, or the
  • premium 3-domain match-up (exclusive to SpyFu subscribers).

Comparing two domains certainly introduces new keywords to consider for your campaign.  Adding a third domain, however, offers more meaningful and more focused opportunities.

Subscribe Here to enable a 3-domain matchup and unlock otherSpyFu features.

First, enter a domain into each search box, and click “fight.”

SpyFu Kombat tool search bar

After you hit “search” the results turn into a diagram with a colored circle for each domain.  Each circle’s size corresponds to that domain’s keyword list size/depth in comparison to the others in the match-up.

SpyFu Ad overlap graphic showing toggle between paid and organic keywords

If you click the yellow circle, that opens the nearly 47,000 keywords that are exclusive to that domain when compared to the other two advertisers.  You can open the list and drill further into specific terms right here using SpyFu tools so you can get their costs and performance trends.

But there is something bigger.  The most valuable information you can take from Kombat is hiding in the overlaps.

If you are, downloading’s keyword list has strong value.  Knowing the keywords that are strong enough for and boosts you into instant payoff territory. This comes from their keyword overlap. (below)

SpyFu Kombat overlap graph for airbnb

By comparing three domains, you are combining two tactics into one:

1.       You capture keywords that perform well for your industry–strong enough for two competitors should be strong enough for you, too.

2.        You filter yourself out to avoid keywords you’ve already advertised on.

“Keywords that your competitors share are less likely to include dead ends and unusual experiments that could lead you down the wrong path.”

This 3-domain match-up delivers a fast and productive lineup of keywords.  Don’t count out some other comparisons in SpyFu Kombat to consider.

1.       Using a 2-domain configuration:

a.       Competitor vs. Competitor: Best used when going into a new niche.  Click on their overlap to find popular keywords that give you an idea of where to start.

b.      Competitor vs. You: Get new keyword ideas you have not considered.  This filters out terms that are already in your campaign.

2.       Three competitors

a.       Competitor vs. Competitor vs. Competitor: (Leave your domain out of it.) The ultimate way to single out the most effective keywords that your peers feel the strongest about. It’s as though you are getting 3 different perpectives that point to the best advice.

b.      Competitor vs. Competitor vs. You:

i.      Click on your own exclusive list to pinpoint negative keywords.  Excluding competitor matches makes it more likely to find terms that trigger your ads, even if you never intended to advertise on them.   See more in our article, “SpyFu Kombat Trims the Fat from your Campaign.”

ii.      Click on a competitor’s exclusive list to find terms they might have to themselves.  A potential easy target for outbidding them where they used to have little competition.

SpyFu Kombat displays paid AdWords keywords by default. But don’t overlook the the tabs at the bottom of the chart! They allow you to quickly switch gears to an organic keyword view, turning Kombat into a powerful SEO tool.

Start Using SpyFu Kombat now.  And unlock a 3-domain matchup with a subscription to SpyFu.

Video Transcript:

Hi, this is Patrick from here to give you an in-depth look at my personal favorites SpyFu tool, SpyFu Kombat.

To me, SpyFu Kombat isn’t only the most intuitive tool SpyFu has to offer, but it’s also a great one stop shop for finding new keywords that you might be missing out on, as well as keywords that you’re currently buying that you might want to stop wasting your money on.

In this video, I’ll show you how you can use Kombat to start a brand new campaign from scratch.

Starting a campaign can be the most difficult part about having a campaign.

But Kombat helps pave the way for people that are starting from scratch.

To get started, simply type in your three strongest competitors, the three domains in your field that you would really like to base your campaign off of.

So let’s say you’re a nationwide phone service.

Some of your biggest competitors might be Verizon, AT&T, and Sprint.

Now click Fight.

So what are we looking at.

It’s a pretty standard Venn diagram.

The circles represent the volume of keywords that each domain has shown up on in this previous year.

The circles will overlap when there are keywords that multiple domains have purchased.

So at a glance, you can see that AT&T is doing a massive push in terms of ads, whereas Verizon does the least.

It seems like Sprint is somewhere in the middle.

Let’s check organic quick.

Here we can tell that AT&T takes their presence online seriously, dominating in both the PPC and SEO fronts.
But it looks like Verizon has a slightly larger organic presence than Sprint does, whereas Sprint’s PPC campaign is larger than Verizon’s.

When you’re first starting a campaign, the most important section is right here in the middle in the overlap of your three competitors.

These are the keywords that they are all willing to bet on, and if three of your top competitors are buying them, they’re probably a good bet.

If it was just one of your competitors buying that keyword, you might be like, oh, look at those idiots over there.
If it’s two, you might think that they’re onto something.

But when three of your biggest competitors are spending money on one set of keywords, that’s a pretty strong indication that it might be a pretty good bet.

We’ll get more into that later.

When you scroll down, you can get a more precise look on how many keywords these three companies have been buying over the last five years.

Hmm, I wonder why there are these sudden spikes.

Let’s click on View in Spreadsheet.

Here are some strong keywords that all your competitors are betting on, and for your convenience, they’re automatically organized by ad timeline.

This means that they’re organized by the ones that these three competitors have been consistently buying over the last year.

If you look, you can see the colors that correlate with the circles above.
So why do we organize it like this.

Well, there is a basic principle in ad buying that we believe in.

Companies are willing to bet money on a keyboard, but if it’s an expensive keyword that isn’t converting or even a less expensive keyword that isn’t converting over a long period of time, they’ll probably drop it.

In other words, companies are willing to bet money on a keyword, but they’re not willing to waste a lot of money for a long time.

If three domains that you respect have been consistently betting on these keywords for a while, they’re probably a pretty good bet, and those are the keywords we put up top.

Of course, you can choose to organize this alphabetically or by cost per day or however you want.
All 1, 00 of these keywords hold promise.

The next step is getting them into your actual campaign.

You can export all of these to a CSV and view them in Excel, but what I prefer to do is to pick and choose right here on the side.

For sake of time, I’ll just pick a few.

These look good.

I can export them to CSV.


Or I can export them into a format that AdWords understands.

Up the bid price a bit.

Keep it on Phrase Match.

You can put in a specific domain if you like.

And then hit Copy to Clipboard.

Now, you can go into your Google AdWords, go to the spreadsheet view, and just paste in the keywords that you just copied.

Easy, right.

A bunch of keywords that you can be confident in in your campaign, just like that.

That’s the part where Kombat can make you money right away.

In the next video, I’ll show you how Kombat can save you money by finding gaps in your existing campaign.