Wednesday, July 14th, 2010
Leading Australian Search Engine Marketing agency e-channel Search has migrated its award-winning software, Dynamic Creative™, to the cloud, ready for international expansion. The next generation Pay Per Click (PPC) software has been developed over the past six years by the IAB finalist and current iAwards winner, which has offices in Sydney and Adelaide.

CEO Frank Grasso said that Dynamic Creative™ has been cloud hosted for more than three months and is technically ready for rapid growth. "The software can now support dynamic development of hundreds of millions of ads, which is the kind of scalability needed for the US and UK online advertising environments," Mr Grasso said.

"e-channel Search is now actively looking for agency and technology partners in Australia and internationally. We are gaining good growth through our Sydney office, selling direct to large brands and partnering with Ad and Media agencies. We are currently considering options and various business models for the US and UK markets."

One of the core features of Dynamic Creative™ is its ability to generate and create ads and keywords based on consumer search intent. These keywords and ads are mapped directly to the most relevant landing page within an advertiser's website. This ad generation feature is ideal for online retailers, the travel industry and classified websites faced with the challenge of advertising websites with large and variable product and service listings.

The software ad generation feature plugs into a website’s database and can create, pause, edit or delete keywords and ads based on fluctuations in a website’s inventory. Dynamic Creative™ has been integrated with the Google Ad Parameters API since its release by Google last year. e-channel Search has since adapted Dynamic Creative™ so that ad parameters can be updated in Yahoo.

This means that real time ads can be produced with dynamic parameters such as price points, and SKU’s. For example, if a consumer types in “Flights from Sydney to New York”, their intention is clearly to fly from Sydney to New York. The software will produce an ad that responds with the cost price of the flight and if applicable the number of seats or the offer end date – e.g. “Fly From Sydney to NY, from $1200, Offer Ends, July 30”. The searcher is then directed to a page in an advertiser's website that contains the offer that was advertised in the ad. This process can be applied to every single product category, subcategory and item on a website, allowing search advertisers to perform very sophisticated mass marketing campaigns in search engines.

Russell Banks, Director of Technology at e-channel Search, said, “The generation and publication process is quite complex and currently manages tens of millions of keywords and ads per day. While that is good enough for the Australia market, we knew that we would need to handle well over hundreds of millions of ads in the US or UK.”

e-channel Search uses Dynamic Creative™ to manage all its PPC Accounts, which include some of Australia’s leading online travel, classifieds and retail brands. These websites have constantly changing inventory; it is critical that the ad creative contains true and correct representation of the inventory, the amount of inventory, and the price of the inventory. Dynamic Creative regularly updates the website’s inventory via a live data feed, detects changes and publishes the updates through the Google and Yahoo API. This process ensures that the inventory that is advertised is always correct.

Dynamic Creative™ is currently available for purchase only through e-channel Search.

Contact Profile

e-channel Search

e-channel Search is a leading search engine marketing company in the Australian marketplace. Formed in 1999 by CEO Frank Grasso, e-channel is a specialist in paid search marketing for large, dynamically generated websites. Dynamic Creative™ was developed to help those website owners generate large and complex paid search marketing campaigns, producing compelling ads that are highly targeted and relevant to each item in the inventory of the web site.
Sopheak Chan
P: +618 8224 1700


SEM, Search engine marketing, AdWords, ad campaign, iawards, AIIA, IAB Awards



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