Why give advertising with a key in the form of a brand name?

Question

contextual advertising

You search for, for example, "children's world", and you see that an advertisement for a children's world comes up. Likewise with other brands. Why advertise your brand? After all, a person looking for the same "children's world" will go to it anyway, especially since all these sites, if you search for them by brand, come out in 1st place. Why advertise when people are lazy and most people will still click on the first thing that pops up, namely the ad. This means that you have to pay the same directive for the traffic that you could have collected anyway due to SEO. Where is the logic, what do I not understand?

Answer 1

It's about competitors.
Even if the site ranks first in organic search results, there are still 1-3 places of advertisements above it. If the site does not place ads on its brand, then these places can be taken by competitors. And, as you rightly noted, people click more often without looking at what came out first and can go to competitors.
But there is also a plus. Placement on your own brand for the site is very cheap - the cost of a click on such queries is minimal due to the maximum relevance of the site to the query.

Answer 2

more than 3 million requests for "Children's World" in the Russian Federation , and even a narrower request for "Children's World" has 442 thousand requests per month, which is an overkill.
Give a place in the "special placement" to a competitor who already advertises for such requests "in guarantee" and in the YAN? This = give a few thousand customers a month.