¿Por qué un anunciante podría pujar por palabras clave de marca?

Bidding on branded keywords (terms directly related to your company or products) often leads to a higher probability of conversion because users searching for these terms already have a strong intent to engage with your brand. They are typically further down the sales funnel, actively looking for your specific offerings, making them more likely to click on your ad and complete a purchase or desired action. While bidding on non-branded keywords aims for a wider reach, branded keywords target users with established interest, resulting in better conversion rates and a higher return on ad spend.