Should you bid on your own brand name?

Reasons to bid on your brand

• Competitors or affiliates are advertising on your name and appearing above your organic result.
• Brand clicks are usually cheap, because your ad is the most relevant one.
• You control the message: current offers, sitelinks and the right landing page.
• You get Auction Insights data on who else is competing for your name.

Reasons not to

• Nobody else is advertising on your brand, so your organic listing already sits at the top.
• Your budget is tight and the incremental sales from brand ads are small.

How to decide

The deciding factor is usually competition. If nobody else appears on your brand searches, many businesses save the money. If competitors do appear, a brand campaign protects the clicks you would otherwise lose. Monitoring your brand searches tells you which situation you are in, and alerts you if it changes.