As someone who does SEM, I played around with some queries, and...
-GTM is using the dynamic keyword insertion for the title of some their ads. This is not uncommon. And for the right queries, it does work.
-GTM is buying keywords for some competitors, for example, search fuzebox. On the other hand, they haven't found join.me just yet.
As an advertiser, unless there is a trademark block, you can bid on competitor keywords. What you can't do is use competitor keywords in the title or copy of your ad, dynamic insertion and/or copy. That second screenshot is most troubling, as the title does not match the query (i.e. that copy was built.)
GTM needs to remove their dynamic insertion ad from their competitor ad group and from any built copy. They should not be using competitor keywords in the title/copy of their ads at all, so for any budding SEMs here that's really what the issue is.
> That second screenshot is most troubling, as the title does not match the query (i.e. that copy was built.)
Did you mean to say that the first screenshot was more troubling? That is the one where the user searched "meetingburner" and the ad copy says "Meeting Burner Software | GoToMeeting.com"
-GTM is using the dynamic keyword insertion for the title of some their ads. This is not uncommon. And for the right queries, it does work.
-GTM is buying keywords for some competitors, for example, search fuzebox. On the other hand, they haven't found join.me just yet.
As an advertiser, unless there is a trademark block, you can bid on competitor keywords. What you can't do is use competitor keywords in the title or copy of your ad, dynamic insertion and/or copy. That second screenshot is most troubling, as the title does not match the query (i.e. that copy was built.)
GTM needs to remove their dynamic insertion ad from their competitor ad group and from any built copy. They should not be using competitor keywords in the title/copy of their ads at all, so for any budding SEMs here that's really what the issue is.