Freakonomics Radio had a really good (two-parter?) episode about whether ads really work, and one of the people they had on was someone who cut eBay's ad spend a ton, and they said the one of the biggest wastes was advertising on the word "eBay". They removed those buys and sure enough people just scrolled down to click on the actual link to eBay.

https://freakonomics.com/podcast/does-advertising-actually-w...