It is always tempting to point to a big company and to try and argue how stupid they are and how they waste money etc. but as most of the comments here have already pointed out, there are fatal flaws in their argument.
I will add one more to the list. The difference in click-through rate for the top result from the second result is 3.5x. ie. Top result gets 43%, second place gets 12% CTR. Ranking first means a lot.
Also the spikes in trends for the caveman keyword being linked to Geiko is very speculative at best.
Thanks for your comment. Really enjoy the dialog.
The caveman spike is correlation, not speculation. It does correlate very closely, the news stories for the time period even other platforms like YouTube, trend very highly for Caveman around the same months... but you're right - I don't know for sure.
Where did you get your CTR stats? Those are intriguing. Our experience is very different. Thanks again!
I will add one more to the list. The difference in click-through rate for the top result from the second result is 3.5x. ie. Top result gets 43%, second place gets 12% CTR. Ranking first means a lot.
Also the spikes in trends for the caveman keyword being linked to Geiko is very speculative at best.