Bing Ads research from Decemeber 2014, shows that Brand Keywords boost clicks for Brand Keywords advertisers while reducing clicks on competitors ads.

According to ReachLocal, as critical as it is to include location-based keywords to boost your campaign results, it is equally important to include Brand Keywords in your search campaigns.

The study shared by Bing highlighted:

• Clicks increased by 31% when a brand ad was present on the search results page in addition to an organic link.
• Competitors’ Ads received 30% fewer clicks when a business’ brand ad was present in the search results.

Including Brand Ads reduced clicks to competitors’ ads  for the three categories, according to Bing’s Internal data shared by Reach Local.