Ask Is it worth bidding on branded keywords if the business already ranks first organically?

[Newman]

Branded keywords are search terms that include your business name. Even if you already show up first in the free organic results, bidding on your own name still has value because it takes up more space on the page and pushes competitors down. Some businesses bid on your brand name just to steal your traffic, so having a paid ad at the top protects that space. The cost is usually low since your own brand is highly relevant to your ads. Do you think paying for traffic you might already get for free is a smart move?