I'm sure it happens, but you've got to be looking at that as a pure cost. You're not generating any revenue from people searching your brand, and you're paying

I'm sure it happens, but you've got to be looking at that as a pure cost. You're not generating any revenue from people searching your brand, and you're paying significant sums for click through on people who already had the intention to come to you. In some ways I could see the normal position being "We only advertise on our competitors brands" because atleast that way you are picking off your competition, not bidding up people who already wanted to come to you.