Advertising with brand words – Is it worth paying for your own traffic?

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Advertising with your own brand words, or brand word advertising, often sparks discussion: why pay for traffic that is already searching for our company on Google? Would these customers come to our website anyway, even if we didn't pay for the clicks?

The topic is a hot topic and is even more relevant now that automated bidding strategies, Performance Max , and other AI-based solutions have become an integral part of Google advertising. Branded keyword advertising can happen in many surprising ways in the AI ​​era, which has led to companies increasingly unknowingly using branded keyword advertising within different campaigns and campaign formats.

Careless brand word advertising is therefore one of the most common mistakes we encounter when conducting Google advertising audits. In most cases, brand word advertising is still an important part of Google advertising, as long as it is done in a sensible way, taking into account the marketing objectives.

In this blog, I will go over the most important bolivia phone number list themes related to advertising with brand words and explain in which situations it makes sense to advertise with brand words in 2025.
What is brand word advertising?
Branded advertising refers to paid advertising on search engines with keywords related to a company's own brand, such as company names, product names, or service names. Branded advertising can currently be done in Google Advertising through keyword advertising , Shopping advertising , or Performance Max campaigns.

Branded keyword advertising and Google advertising are particularly relevant to the Reach phase of the MRACE® model . Branded search advertising is also intrinsically linked to the Measure phase of the MRACE® model , as brand keyword advertising in Google advertising requires a special consideration of measurement and reporting.

Brand advertising is done mainly so that a company can ensure its visibility and control its message in search results when someone searches for their brand.

You certainly don't want a customer to type your company name into a Google search, but end up completing the purchase process on a competitor's website.

Brand advertising helps prevent competitors from taking traffic through brand searches and directs customers directly to the right landing pages, such as offers or the right service page. It also complements organic visibility and can strengthen brand trust in the eyes of customers.

Brand searchers already know the company they are looking for. However, the level of awareness and customer engagement varies between searches. Brand searches may be loyal, engaged customers of your company who would end up on your website regardless of whether you pay for the click or not.

So, most people searching for a brand are already aware of your company and are also considering purchasing or contacting you. However, some of these people may be searching for you for the first time without knowing much about your company. In these situations, a compelling competitor search ad that highlights your competitive advantages may convince the customer to go to the competitor's page instead of your company's website.