1. Your website is not ranking #1
If you have a website that is NOT ranking #1 for a branded search, then this is a great opportunity to start bidding on your brand terms so you can get to the top of the page today.
Then start researching why your website is not ranking #1.
Branded searches normally have a higher conversion rate than non-branded searches, so make sure you do not miss an opportunity to get a customer who is searching for your business.
If your website is not ranking #1, then who is?
2. Your brand is being hijacked
There may be others bidding on your brand terms (intentionally or unintentionally) to display their ad above your organic listing.
Unless the hijacker is using your brand name in the Ad copy, then there is nothing you can do about this. Your only option is to start bidding on your brand terms.
This makes the hijacker pay a little more :)
3. Your brand is new
If you have a new development or just rebranded, then there is a good chance your new brand is not ranking #1.
Until your website starts ranking #1 for a branded search, enable your PPC brand campaign.
4. You have a custom message to convey
Sometimes your website listing is not giving the message you want. By running a brand campaign, you have complete control over the message that shows up in Google.
In the graphic below, the first listing is the brand campaign. The 2nd listing is the organic result. Notice how Airbnb changes their messaging in the brand campaign.