Do use keywords which are associated with the brand you own or have rights to use. You may think that it is pointless to pay for something that can be achieved at no cost as a result of users can get to your offer organically when are searching for your brand, however your competition may intercept this traffic. You don’t want a situation when a user types on your brand name and the first thing they see is the ad that announces ‘10 reasons not to use your brand’. Forget for a short second that you’re an associate marketer and you want to get as many folks to your web page as possible.
Think in opposite, in a way that individuals who try to launch a manned mission to Mars must think: they need a few best people. They wish to be exclusive, screen those that don’t fit the profile, pick only those interested in space topics.