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" ... People type brand name keywords when they already know the brand. Note that they don’t just type brand keywords for fun, like Avis, Hertz, Budget, or Coke, Pepsi, Dr Pepper. etc. Think about the following for just one extra moment — when would you type just one brand keyword like “Geico” or “Avis” and NOT mean to go to their website? You might as well have just typed in Geico.com or Avis.com to go to the sites directly. But a lot of people just type the word “Geico” and “Avis” in the browser address bar (without the “.com”). Unfortunately, that leads to a search result page instead of the website. If Geico and Avis paid for their own brand keywords “geico” and “avis” their paid search ad would appear right above their own organic result. When the user who intended to go to the website anyway clicks on the ad instead of the organic result, the brand incurs a cost-per-click expense. Multiply that by several million times - consumers who knew the brand and intended to go to the website anyway are accidentally clicking the paid search ad instead of the first organic result. This is the unnecessary expense I am talking about. ... "