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You reduce the number of places on the search engines first page for competitors to appear,[link widoczny dla zalogowanych], thus increasing your likelihood of a potential customer clicking through to your website.
Duel paid and organic listings have been shown to increase a customer's brand affinity and brand recall which can result in increased traffic.

Customers could be visiting your site through one of your PPC adverts during their research phase which won't necessarily lead to a direct sale at the time. They could be collating information before making a final decision of where to buy from.
When they do reach the purchasing stage there is a good chance that they will look for your brand name or company name to find you quickly. If your brand is not easy to find you run the risk of missing out on the sale.
You risk missing out on this traffic if you are not appearing near the top of the search results pages.

Should I be bidding on my brand? Friday, March 11th,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], 2011 at 4:49 pm, by Mackenzie Cockram
The online buying cycling shows that for high cost items and Business To Business purchases,[link widoczny dla zalogowanych], product / service research is much more thorough before a purchase is made.
Brands can close sales
I disagree and feel there are a number of reasons why bidding on your brand terms is an important facet of your pay per click campaign.
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We have delivered fantastic results to our clients via Facebook PPC, could it work for you too?
We and you can sell directly to them.

The result is that their paid adverts could appear over your organic search listing and you miss out on potential traffic that should have been yours.
Achieving the top organic search placement and paid search result clearly increases your brand visibility. This serves two purposes:
User's lack of knowledge
So it is my opinion that the potential loss in traffic from not bidding on your brand outweighs any negative arguments.
Increased Visibility
With the change in Google's trademark bidding regulations, it is now increasingly common that your competitors are able bid on your trademarked terms including your company name.
I was talking to a friend a few days ago about whether running pay per click a campaign for your brand is a good idea. He is of the school of thought that if your brand is ranking well in the organic SERPs then bidding for paid brand terms is a waste of a campaign budget.

30% of web users do not understand the difference between organic and paid search results, they may just assume that the top result is the most important and click on it.
Competitors may be bidding on your brand

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