I have bid in Google Adwords on my own product name. If you don't, then a competitor else might, and then they will appear above you in search. It isn't nice, but that is the way it is.
I have wondered why this happens for awhile now. I had no idea - I feel like if a product name matches exactly what I searched for, no ad should ever be ABOVE that match. It makes me a tad angry you guys have to pay to get this behavior.
