There's actually a few tactics being used here that's very common in search engine marketing (SEM) that's not necessarily intentional (at least the ad copy part):
- They are targeting "meeting burner" and variations as part of standard expansion strategies. In fact, some of this could have been suggested by Google through Keyword Suggestions. Has meetingburner filed a trademark protection request with Google to prevent competitors from using their name in their ad copy? Google actually doesn't protect your keyword from being a "trigger" to show ads since they claim that the user intent is to search for "meeting software" and both companies have relevance to that query. Usually, if it's your brand name, you should have an exceedingly high Quality Scores which translates to your competitors paying extremely high CPCs to even show up against your brand. Try using "meetingburner - Official Site" to let people know the other ad is not meetingburner.
- The ad copy appears to be using dynamic keyword insertion so it's using keywords being targeted to build the ads so it's something like "{KeyWord} Software" and it could be "Meeting Burner Software" or "Online Meeting Software" depending on the keyword being used but the ad copy can be universally used and not specifically targeted at meetingburner. Filing a trademark protection request with Google will automatically flag/disable competitor ads that can trigger against your trademarked terms.
- They are targeting "meeting burner" and variations as part of standard expansion strategies. In fact, some of this could have been suggested by Google through Keyword Suggestions. Has meetingburner filed a trademark protection request with Google to prevent competitors from using their name in their ad copy? Google actually doesn't protect your keyword from being a "trigger" to show ads since they claim that the user intent is to search for "meeting software" and both companies have relevance to that query. Usually, if it's your brand name, you should have an exceedingly high Quality Scores which translates to your competitors paying extremely high CPCs to even show up against your brand. Try using "meetingburner - Official Site" to let people know the other ad is not meetingburner.
- The ad copy appears to be using dynamic keyword insertion so it's using keywords being targeted to build the ads so it's something like "{KeyWord} Software" and it could be "Meeting Burner Software" or "Online Meeting Software" depending on the keyword being used but the ad copy can be universally used and not specifically targeted at meetingburner. Filing a trademark protection request with Google will automatically flag/disable competitor ads that can trigger against your trademarked terms.