Updated December 2025 "Should I bother bidding on my own business name in search, or should I simply rely on the organic listing?" This is a classic question that anyone who runs search ads, such as on Google or Microsoft (Bing), encounters at some point. Arguments Against Running Branded Search Ads There are many opinions on this topic in the PPC world, some going so far as to say that bidding on branded keywords (which is targeting searches where the potential customer use