“A good brand name should be protected (or at least protectable) under trademark law.” – Wikipedia.org. With PPC, your brand name is your trademark, so protecting your trademark on Google Adwords is absolutely necessary!
Increase your ad inventories with your trademark
A search with your brand name as keyword on Google, your web site will usually come up at the top spot of the SERP. With a top spot on the SERP, you have already maximized your chances of receiving the most traffic from your brand. However, you can further maximize the traffic volume from your brand as keyword, and increase your brand’s exposure when you buy your brand name through Adwords.
Google Adwords usually rewards users who buy their brand name as keywords. Your brand name usually receives Quality Score that is high enough, and your ad will move across to slot above all the organic search results. This creates an additional ad inventory that is at the most prominent spot (on the SERP) – which is better than simply having 1 or 2 top organic search rankings. This also effectively pushes your competitors further down the SERP.
Note that ranking within the organic search side (the left hand side) allows your website to receive higher search engine user attention (so as many more clicks).
Prevent your competitors to take advantage from your trademark
Sometimes your competitors can get creative and buy your brand names as keywords through Adwords. Besides ensuring you have bought your own brand name as keywords on Adwords (to hold on to your top rank), you can also restrict your competitors from using your trademark by going through the trademark complaint procedure.
Trademark rights in US, UK, Ireland and Canada
When we receive a complaint from a trademark owner, we only investigate the use of the trademark in ad text. If the advertiser is using the trademark in ad text, we will require the advertiser to remove the trademark and prevent them from using it in ad text in the future.
Trademark rights outside US, UK, Ireland and Canada
When we receive a complaint from a trademark owner, our review is limited to ensuring that the advertisements at issue are not using a term corresponding to the trademarked term in the ad text or as a keyword trigger. If they are, we will require the advertiser to remove the trademarked term from the ad text or keyword list and will prevent the advertiser from using the trademarked term in the future.
Please note that any such investigation will only affect ads served on or by Google.