Bidding on your own company name is very cheap because your site has a very high quality score for that keyword (ie. Google's algorithms think the users query will be answered by going to that domain).
A high quality score gives you an effective discount in the ad auction. You might only need to pay $0.01 for that ad, whereas your competitor would need to pay $1
>> Google's algorithms think the users query will be answered by going to that domain
That's BS semantics. Their algorithms are based more on the age of your domain and other technicalities, rather than some hypothetical meaning of "search intention".
Today you're much more likely to get directed to some SEO-optimised highly monetised blog content because they bought an incredibly old domain name rather than what you're actually looking for.
I think you're speaking to a point the parent wasn't really making. All they're saying is that being known as the canonical source for a brand gives you a steep discount on bidding for that brand name.
We can quibble about the philosophical role of modern search engines I
guess, but the basic idea is just that it should be easy to defensively bid on your own thing.
It’s not philosophical quibbling: Google does whatever makes them more money.
For all it is, allowing competitors to bid against each other just makes them more money. And the truth is that the customers who would click on a Lyft ad for “uber” query would not care if it was Uber indeed - as otherwise they would be intelligent enough to find Uber as a lower match.
So frankly “being the canonical source for the brand is a steep discount” is not their policy and I don’t really see how that policy is even motivated, financially or in terms of user-friendliness.
And that's why (e-mail, ad, notification, cookie) popups work that great: because the time it takes to actually see the content is increased and thus is the dwell time.
Bounce is mainly irrelevant as we mostly use Google to find a particular page on a website.
A high quality score gives you an effective discount in the ad auction. You might only need to pay $0.01 for that ad, whereas your competitor would need to pay $1