In today’s uncertain economic climate, brands are retooling sales and marketing efforts. One area that often gets cut first, is brand marketing. Brand marketing (like buying your own name on Google) can seem like a luxury during an economic crisis. History shows there are very good reasons to maintain branded campaigns as well as increase, rather than decrease, marketing budgets. Unfortunately, many organizations have elected not to purchase their own company, product, or service-related terms. This presentation will outline five compelling reasons to buy branded terms in paid search on Google and even Microsoft Advertising (Bing) to maintain if not grow revenue, despite the economic and social impact of COVID-19. Anvil President and Founder, Kent Lewis, will not only outline the justification for adding or maintaining branded search advertising but include statistics, examples, and related best practices.