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Why do Ads appear for direct searches

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I've noticed that when I make a direct search for something, say "Mailchimp", the search results show a Mailchimp Ad as the first result.

 

Since I have full intention of visiting the Mailchimp website (indicated by my direct search term) I don't need an Ad to entice me there. If I click on the Ad because it happens to be the first search result, I'm wasting Mailchimp's advertising money.

 

Is there a reason why Mailchimp might choose to spend their advertising budget in this way?

 

How can advertisers avoid this happening?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Erin E
February 2017

Re: Why do Ads appear for direct searches

[ Edited ]
Top Contributor
# 2
Top Contributor

a company may choose to spend their ad-dollars by

bidding on their own brand, website, or similar words,

usually for brand protection and engagement.

companies focused on reputation, customer trust, and brand protection --
both legally and on-line -- may routinely bid aggressively on such keywords.

the practice helps protect conspicuous ad-space from competitors,
helps to garner customers that tend to be on the verge of acquisition,
helps dominate the search-results page-space -- especially since
organic-results cannot be guaranteed and use different algorithms,
helps with better message-control and more focused engagement --
since organic-results-snippets are determined by an algorithm that
may change at any time and is mostly outside any direct control or
indirect controls may take longer to be crawled, indexed, and seen;
finally, the brand-specific auctions tend to be relatively inexpensive
given the overall benefit -- unless the brand is not legally protected.

to prevent the strategy, the best likely course is to simply not bid on such
keywords, or use the same similar negative-words in related campaigns.

see also
https://support.google.com/adwords/answer/1722100

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Erin E
February 2017

Re: Why do Ads appear for direct searches

[ Edited ]
Top Contributor
# 2
Top Contributor

a company may choose to spend their ad-dollars by

bidding on their own brand, website, or similar words,

usually for brand protection and engagement.

companies focused on reputation, customer trust, and brand protection --
both legally and on-line -- may routinely bid aggressively on such keywords.

the practice helps protect conspicuous ad-space from competitors,
helps to garner customers that tend to be on the verge of acquisition,
helps dominate the search-results page-space -- especially since
organic-results cannot be guaranteed and use different algorithms,
helps with better message-control and more focused engagement --
since organic-results-snippets are determined by an algorithm that
may change at any time and is mostly outside any direct control or
indirect controls may take longer to be crawled, indexed, and seen;
finally, the brand-specific auctions tend to be relatively inexpensive
given the overall benefit -- unless the brand is not legally protected.

to prevent the strategy, the best likely course is to simply not bid on such
keywords, or use the same similar negative-words in related campaigns.

see also
https://support.google.com/adwords/answer/1722100