Cheap traffic – Brand name keywords (with the exception of a few) are relatively cheap clicks compared to a lot of keywords in Adwords. One client I have worked with received traffic at10% of the cost of industry competitive keywords whilst maintaining their level of CRT and conversion rate.
High quality traffic – Although you will not receive lots of the traffic for these searches, the traffic you do attract will be very well qualified. The majority of the clicks you receive will mainly be people looking for a product or service provided by one of your main competitors, therefore (assuming you provide a similar product/service) the traffic is likely to convert.
Brand exposure – If people are searching for a competitor within your industry the majority of the time they are in the market for something they provide. By advertising on these keywords you can start to make these potential customers aware of your brand name and what you can offer.
