Feature

Issue No. 35 - June/July 2007

Playford cash to boost web search Ad firm Growth

by Frank Grasso

Australian company e-channel online will use $750,000 from a Playford Capital-led team of investors to fast-track sales of its breakthrough software, Dynamic Creative.

The software enables large, database-rich websites to automate creating keyword lists and optimise the performance of website advertising for search engines. The software interrogates the database to create timely and relevant keywords, which are then published as ads in search engines such as Google.

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

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...

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