Re: Google AdWords...
But they got the Backblaze advertising wrong.
If someone is searching for 'Backblaze' then they know what they are looking for and Backblaze were coming top of the organic search results and there were no competitor adverts (originally). So why advertise using that key term at all? As they stated the customer will click the top link very often.
If you come top of the search results for you brand then don't pay for an adword for your brand if there are no other bidders for it. The trouble is marketeers wee the results of all the sales and clicks coming from adwords and assume they will lose them all if they stop that bid - they won't people will just click their organic link instead and they'll get the same customer and sale for free. I know I told our marketing department to do it and there was no change in customers.
If there is someone else bidding for your brand word then you will either need to do what Backblaze did or you will need to outbid.
This is also true of generic terms where you come top of organic results and there are no advertisers for that word or phrase.
You will need to check regularly though!