Bidding on branded keywords is a smart business strategy to defend your brand.
Ads appear at the top of a Search Engine Results Page (SERP) listing if someone is running an ad on that keyword or phrase. Let’s conduct a search for the digital marketing tool Ahrefs:
You can see that the three ads we get aren’t for Ahrefs. In fact, Ahrefs doesn’t show up until you scroll down and see their organic listing after the Upwork ad:
Those competitors are bidding on Ahref’s brand. That’s why their ads show up at the top of the SERPs. That’s a lot of opportunities for an Ahrefs competitor to steal attention. Just because someone is searching for your brand doesn’t mean they’re loyal to you. If it’s easier for them to shop a competitor, they’ll shop your competitor.
Don’t give them that chance. Bid on your branded keywords to get to the top of the SERPs and defend your brand.