The branded searched keyword are the tip of the iceberg. Every campaign auto-optimize toward people in late stage of their purche yourney. For people wha already made.the dexision, but are not ready to purchase yet. But branded keywarods are a good example. While this is most common explanation given by the agencies - agencies LOVE the branded keywords - it's not supported buy any acctually reaserch. When one is done, almost without fail, it shows that branded ads for competitors doesn't work. Who intentionally clicks on HP ads while they intentionally searched for lenovo specifically? Users are very good at ignoring those and clicking on the next one. Organic or paid. All clicks are basicly exidental and are trash. This is a "cheap" defense from non-existing threat. You compeat alomost exclusively with your own organic.
There is even a study of a company who merged with his own competitor. Both brands existed perarelly for a while, so they choose to test those assubtions. Conclusion: waste of money. But agencies will die on the hill of branded.keywords every time.
That's refreshing to hear, thanks. I never manage to convince ANY of my coleagues.But I'll be using your "emperor is naked" methaphor mov8mg forward. It hit the nail in the head.