Deciding to go forward with buying branded terms for paid search depends on a few factors:
- Whether your competitors are aggressively coming after you – In this case, it might be good to ensure they don’t steal your traffic
- If your brand name is relatively generic
Don’t expect a good ROAS on these types of campaigns – this is mostly to hold on to market share. Ideally, your SEO game is solid so you won’t need to resort to branded terms.