Does it pay off? Isn’t it a waste of money? Will it lure clicks away from organic search results?

10m read

 

Over the years while working on large, market leader clients the same question arises eventually. Why should we bid on our brand name? We already rank #1 for search queries related to our brand name.

Common sense could make you believe it truly is a waste of ad budget, better spent in alignment with some other marketing goals. Advertisers with less online experience often believe that these type of ads will never pay off. Already ranking for the top results in the organic search results is a reasonable argument. They believe they are paying a lot of money for the exact same searches, cannibalizing organic results this way.

But numbers beat opinion. We unquestionably believe in results. As a consequence, when we face a challenge, we test the theories. So we did the math for you.

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