A client recently contacted me to discuss the performance of his PPC campaign, they were using a mixture of brand matches and also niche keywords and expected a higher click through rate than what they were getting at the time.
After a little digging I went back to the basics so carried out a broad keyword research report containing most of his branded terms that he promotes and also the niche term for the services they carry out (leaving them anonymous as they are a current client).
Now, what we found is that although there are a large number of people offering the same services as he is, there are not a lot of different keywords with any number of search volume, its fine adding keywords you want to be found for but only if people search for it!
The client had contacted Google before looking for 3rd party PPC management but they simply suggesting adding more search terms and increasing his marketing budget to gain more clicks rather than optimising his current campaign and adding a few additional brand names.
As a result the client went ahead with the outlined changes and has been working to optimise their quality score so that they can reduce the cost of the adverts without increasing their spend.