"I don't know why a company buys ads for navigational queries where it's already the top result, but they do, and I'd argue it's bad for users." I preach to my

"I don't know why a company buys ads for navigational queries where it's already the top result, but they do, and I'd argue it's bad for users." I preach to my local clients that they want to be in the "map pack", in the organic results AND on AdWords to get the full benefit from Google searches .. even "navigational" searches or searches where they are already #1. One reason is easy to understand (consumers see your brand in not 1 but 3 places). But the secondary reason is s direct result of Google favoring or placing paid ads above organic results. If you sell "blue widgets" and rank #1 organically for that term your competitors can still buy ads and rank above you because Google places those ads before the organic results. Don't want people buying ads for searches where they are already #1? Reduce the prominence of your top ranking ads so that brands don't feel "forced" to do so just to stay competitive. Giving people a shortcut around organic rankings and being surprised when brands then want to be in both places is kind of ridiculous.