Today's Spin is on irrational, ego-driven bidding on PPC search engines. There's another thing that kind of bugs me about search as well. In the rush to stake out the top positions on PPC engines, advertisers are sometimes forgetting how important brand advertising is. While it makes sense to fish where the fish are, so to speak, people have to know about your brand and your company before they can become familiar enough with your company to search for it.
Too often we forget this. If your company is reaching diminishing returns with its search campaign, perhaps one thing to do is to examine where your brand and product awareness levels are and what can be done to improve them.