Search engine marketing specialist e-channel online has been backed by a team of investors led by Playford Capital to fast-track market entry of Dynamic Creative, patented software that optimises website advertising for search engines.

Dynamic Creative enables large, database-rich websites to automate the creation of keyword lists and optimise the performance of ad campaigns. The software creates timely and relevant keywords which are published as ads in search engines such as Google and Yahoo!.

Dynamic Creative boosts productivity for online advertisers by as much as 500 per cent, delivering immediate benefits to organisations that run travel, classifieds, online auction and retail websites.

Search engine marketing is the fastest growing area of Australia’s $1 billion online advertising market. However the process of creating ads is repetitive, exhausting and labour-intensive. Commentators suggest that a skills shortage in this sector may retard the growth of online advertising.

e-channel online developed Dynamic Creative to solve this problem. The hosted software does more than speed up the process by automatically generating relevant keywords, including price and availability details, from website inventory.

Dynamic Creative optimises online ad campaigns by delivering detail-rich advertising creatives for each keyword. It also automatically generates a landing page to match the search. This combination increases click-through and conversion rates by enhancing the “long tail” impact of search ads. “Long tail” marketing generates revenue by selling granular inventory items, often buried deep in a database.

Playford Capital, an Australian investor in innovative companies, is one of four backers that have taken a minority stake in e-channel online.

e-channel online managing director Frank Grasso said the funds would ramp up the company’s growth.

“The beauty of a hosted solution like Dynamic Creative is that we never stop enhancing it. We will continue to extend and improve processes based on feedback from our customers.

“The real benefit of Dynamic Creative is that it equips businesses to get more value from their online advertising campaigns. Our system automates the hard yakka activity up to the search engines. This delivers quicker, cheaper and more relevant online ad campaigns.”

Drive.com.au, Fairfax Media’s automotive website, which lists 73,000+ new and used cars, has used Dynamic Creative for the past year to manage and implement its search engine marketing strategy.

Playford Capital investment manager Doug Adamson said e-channel online was an attractive investment because of its proven success. “It has already sold Dynamic Creative to large advertisers,” he said.

“The company has a market-ready product that solves major problems for online advertisers. With online advertising growing at 50 per cent a year, that’s obviously a very attractive market to supply. As investors, our contribution of cash, contacts and industry experience will allow e-channel online to grow its presence in this space much more rapidly than it could by relying on cashflow.”

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