Not sure why you think an ad wouldn’t work here. Sometimes customers are willing to switch to a competing product. If you can offer something better or cheaper they might want it. I’ve worked at a company where we at times bought Google ads for both our own product name and competitor’s names and made money.
> Not sure why you think an ad wouldn’t work here.
"no competitors are bidding for that keyword"
That itself is enough to make Verizon's ads unprofitable.
If you think that competitors would bid for the keyword without Verizon's presence, you'll have to explain why because with Verizon's presence, if nobody clicks on it, the cost is zero. There appears to be a gentleman's agreement between the consumer communication companies not to bid on each other's name, and if that's the case, bidding on your own name is flushing money down the toilet.
I've seen the food delivery case, where Blue Apron bids on "Hello Fresh" and offers a better coupon than for people searching for "Blue Apron." That isn't happening here.
