I have to chime on this since the timing of this Microsoft release and SES is not coincidence. It’s certainly attention grabbing but I think it’s almost irresponsible to make these claims without the right data to support them.
In an article backed with little ROI data Microsoft/ Atlas is saying that it is a waste of money to put ads on your branded queries. This runs counter to my own extensive research that I’ll be presenting at SES and I’ve posted before. My research is backed up with conversion data and RPV. Nowhere is this mentioned in the AdWeek article leading to believe it was either not measured, does not support their story or AdWeek missed the most important aspect of the report. I’ve yet to read the report but I hope to get more color on it tomorrow as I’ll be on a panel with Nico Brooks from Atlas.