The more money you spend on Adwords the more accurate they make it. Before oyou have any spend it is absolute SHIT. Broad estimates of volumes, incorrect bid prices and terriblke competition metrics
Then spend a grand a month with them and that corrects itself - fills in the gaps.
Do the Adwords certification and even better become an Google Adwords Partner and whooppee do - suddenly the reports you pull off are quite different.
I wonder if there is a term for giving paying customers bad information so that they make poor advertising choices until they give you a lot more money?
Oh yes.. "criminal". that's the word I'm looking for... "criminal"