BRANDED SEARCH AD CAMPAIGNS: NECESSITY OR A TOTAL WASTE OF MONEY?

Summary from the TLDR Marketing newsletter

Branded Search campaigns contain branded keywords to capture the demand around your brand, which can be worthwhile even if you own that top organic search position. The benefits include protecting your brand from competitors, dominating the search results, controlling the paid landing page without SEO concerns, paying low CPCs, and preventing pMax campaigns from eating up the branded traffic.