DynamicCreative™ Product Overview
Dynamic Creative™ is search engine marketing software that allows advertisers of database driven websites to execute and manage large and complex search engine marketing campaigns.
Overview
Dynamic Creative™ makes it easy for advertisers and agencies of large, dynamic websites to manage complex paid-search campaigns. Dynamic Creative™ eliminates much of the repetition and manual labor associated with large-scale paid-search campaigns by automating much of the process.
Dynamic Creative™ also enhances the relevance and quality of ads, improving click-through and return on investment, by allowing advertisers to include detailed information from their web sites 'price or the number of items available, for example' in each ad. Dynamic Creative™ uses data from client backend systems, along with a set of user- definable business rules, to automatically generate the many thousands of keywords and ads needed by those with a large inventory of items or services for sale, such as those in the travel, retail and classified ads industries.
Dynamic Creative™ then communicates directly with API (application programming interface) enabled search engines, such as Google - to create and update campaigns with little more than the click of a button.
Problem: To Create Thousands of Ads
The paid-search market is highly competitive and in order to compete effectively, advertisers need information rich, highly targeted ads; ads that take a visitor directly to the product or information in which they are interested. If a user searches for 'Canon digital SLR cameras', clicking on an ad should take them directly to the Canon digital SLR page of an online camera retailer's website, not simply to the site's homepage, forcing the user to conduct yet another search to get to the page that they want.
To do this requires the creation of an ad for each item in the retailer's inventory. When dealing with the travel industry, classifieds and other industries with large inventories, this can often mean that tens of thousands of individual ads are required. Even if an advertiser manages to find a way to create thousands of individual ads they will then be faced with the daunting task of keeping them up-to-date. What happens when their inventory changes?
Triggering an ad on a keyword for which they do not currently have inventory is not only a waste of money, but it is also a good way of annoying customers and of eroding brand value.
Online advertisers needed a way to create and manage tens of thousands of individual ads, each being activated by specific keywords and taking the visitor to specific, highly targeted, landing pages.
Problem: To Create Information Rich Ads
Online advertisers also need to reduce wasted click-through and maximize return on investment. Advertising products or services that are no longer available, inviting click- through from inappropriate visitors and not triggering ads for new products or keywords all waste money and reduce the overall effectiveness of a campaign. If you only have hotels priced from $400 a night, there is no point advertising to people looking for a $200 a night room. Detailed information, such as price, not only needs to be specific to each inventory item, but often also for each target country; someone in the US searching for hotels around the world would want to see ads with pricing in US dollars -'priced from $45' - while someone in the UK would expect to see the same ad with the price in pounds or Euros.
By including detailed information in each ad, advertisers can reduce wasted click-through, stand out from competitors and better meet the needs of their potential customers.
Consequently, online advertisers needed a way to efficiently include highly specific, frequently changing information, such as price and inventory levels, in each ad and to do so for each target country in which the ads were to appear.
Problem: To Improve Ad Relevance
Search engines now rate ads based on their relevance to the searchers query. Google call this Quality Score and Yahoo calls it Quality Index. Essentially they rate the quality of an ad by assessing the relational relevance of the search query to the ad and the landing webpage that the ad links to, as well as the click through rate of the ad and the maximum an advertiser is willing to pay. If an ad is deemed to be of a low quality the advertiser will be forced to pay more to display their ad.