[profgubler]

I see some of his points. However, buying keywords on searches that you rank highly in is often not a negative. We buy brand terms for our clients all the time and it only helps them. They do very well in the organic listings for these same terms, but they often make more money through the PPC terms. The reason I feel that it often works that way, is that people clicking on PPC terms, are often more in a buying mode.

Because, people clicking on PPC ads want to be marketed and sold to. Is this always the case, no. You have to run the analysis on it to determine if it is worth it to buy keywords you do well with in the organic searches.

[breck]

Absolutely. Also, I question the assumption that a significant percentages of searches for "cavemen" would convert.

I would ballpark that conversions on "cavemen" versus "auto insurance quotes" would be much less, probably 2-3 orders of magnitude or more.

But the basic idea that Geico is wasting some money on search is probably right. However, it could also be that they are not spending ENOUGH. It's hard to tell without being on the inside.

[randallsquared]

It's hard to tell when you are on the inside. :)

[breck]

Good point!

[daniel-cussen]

Totally. When I'm looking to buy something, I often click on ads google places. Often to buy.