There is little net effect. Its discussed in detail above, but the brand pays very little when you search for "nike" and click on the top ad that is "nike.com"

There is little net effect. Its discussed in detail above, but the brand pays very little when you search for "nike" and click on the top ad that is "nike.com" Google knows you were going there anyway, and their metrics support it, so cpc is low for Nike but would be insanely high for Adidas.