An important tip to remember when it comes to Pay Per Click (PPC) marketing is to determine what you gain by targeting your own brand name. If you already hold the first spot in the natural search rankings for your brand name, then spending money on PPC for the term is a wasted effort. Since visitors are already searching for you (they’ve entered your brand name), you will simply end up paying money to get people onto your website that were going to visit it anyway.

Targeting your own brand name should only be done when you do not hold the number one spot in the natural search results for the term, or if your brand name is a commonly used term or name, such as Web Design Scotland.