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Should You Spend Money on Branded Search Ads?

If you're not allocating any of your budget to branded search, you're probably making a mistake.

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Opinions expressed by Entrepreneur contributors are their own.

From mom-and-pops to global brands, we've all felt frustrated at times with paying money to Google, Microsoft, Amazon or any number of other paid search platforms for your own brand name.

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The biggest question that everyone has is, "Why should we pay to show ads on our own branded terms? Shouldn't we be investing in ads that help us compete for all the other non-branded terms people search for?" Fair questions. After all, if someone is searching for the name of your brand or product in Google already, don't they already have intent to buy from you? Why should you "throw away" money (as some have said) to show ads for your brand terms when your website already ranks as the first organic result on the page?

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