I think you misread my post. When you don't have competitors buying ads against your name, and you already have the #1 spot in organic search results, buying y

I think you misread my post. When you don't have competitors buying ads against your name, and you already have the #1 spot in organic search results, buying your own name is a waste of money. When you do have competitors buying ads against your name, sure, spend money to defeat them; you'll be able to do it pretty affordably, because of your Quality Score advantage. But until then, buying ads for your name is a waste of money. (And it confounds your analytics, as TFA points out.)