Ebay recently reported that “Brand keyword advertising is ineffective“. Bidding on your own company name using PPC to a lot of people seems pointless - you’re number one in Google so surely anyone looking for <Insert-Company-Name> will find your site? Bidding on PPC will mean you accrue a cost for traffic you’d get anyway.
I’ve thought that myself in the past and even thought of it as a tactic by unscruplous PPC agencies to bulk up the profitability of their campaigns! However since mid-January, I’ve been trialing a campaign for Collectables which has yeilded interesting results.