Overview
Should advertisers run paid search ads on their own branded and trademarked search terms? The answer is yes. Even when a brand already has high organic rankings on those terms? The answer is still yes.

Catalyst online analyzed the impact of activating paid search campaigns on branded/trademarked search terms for brands that already had high organic rankings on those terms. The results were quite clear: the brands received a significant lift in clicks, and click share, when appearing in both organic and paid search results. The increase in clicks didn’t just result from the paid ads, clicks on organic ads also increased.

In a separate study, Google conducted similar tests which supported our findings. In fact, the results from the Google test were even more dramatic.

Quantitative results from Catalyst’s research and Google’s test are included in this POV.