What competitor is trying to grab keyword traffic or just increase the cost for clicks by bidding on brand terms in the sector? Research firm eMarketer estimates that U.S. marketers will spend $14.4 billion on search advertising in 2011. And some are trying to grab branded keywords to drive up prices. eMarketer cites a report which found that competition was so intense that some brand terms had up to four companies bidding against each other on the major search engines. The post provides a synopsis of L2 Think Tank's "L2 Digital IQ Index" for financial services companies.