On the 24^th of November 2009 Google announced a new feature in its v2009API, called Ad parameters. Ad parameters enables you to change numeric information such as prices, discount percentages, inventory level, etc. within an text ad in real time, while keeping the history and statistics associated with the ad.

Before Google launched Ad parameters Adwords users had to delete the old ad and write a new one every time they wanted to update information such as price or quantity in their ads, resulting in the ads losing their Quality Score and performance history.

The announcement of the launch of Ad parameters was no surprise to e-channel search. In fact, we have been working with Ad parameters (previously known as Live Ads) for several months while it was in beta test. We are absolutely thrilled to see it graduate from beta.

Ad parameters is now an included feature in our propitiatory campaign management software, Dynamic Creative^TM, enabling the software to automatically build and update dynamic ads.

Below is an example of the type of ads we can create with Dynamic Creative^TM:

Hong Kong Flights

Fly from Sydney to Hong Kong for $521,

Act Now, Only 5 Seats Left.

www.flyflyfly.com

The results speaks for themselves, by including Ad parameters in the ads the CPA for one of our largest clients active in the travel industry has decreased by 69%  at the same time as the CTR has increased by 600%.

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Tags: Ad parameters, Dynamic Creative, e-channel search, Live Ads
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