jlarkin

-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.

At the end of the day, Match is a paid meat market unlike OK or PoF. So, by using it, and exclusively using email communications within it, you interact with folks who are motivated enough to at least pay for the service (which again, is a filter along with the lack of spell check).

The one positive I could attribute to Match is that you can (pretty much) use their profile filtering.

Market research: The number 1 filter my friends use to filter out dudes they wish not to communicate with is spelling/grammar. You would think match, OK Cupid, etc. would have spell checkers in their profile creation process, but they don't.

The only bad assumption is this: An error or two isn't a dealbreaker. Also, the picture needs to match the profile (which probably is more of an issue than you would think).

Also, FYI match is doing market research on dating coaches and step by step coached dating, so I'd imagine they might be in the market for co-branded marketing of a service like this, if your Dad can make this work.