Fairfax Digital Deal For Dynamic Creative

Fairfax Digital has agreed to use the DynamicCreative search marketing software developed by Adelaide company e-Channel across three of its biggest websites -Domain, Drive and MyCareer. The decision comes after extensive trialling of the product which reduced Fairfax Digital’s cost-per-click ratio by 30 per cent.

e-Channel boss Frank Grasso says the days of pure bid management software are over with the increased emphasis on ad relevance over price (to determine positioning) by major search engines.

“Bid management software is quickly becoming old technology that manages the cost per click of a campaign,” says Grasso. “The reality is that Google does not reward how much an advertiser is willing to pay - they reward relevance.”

He claims DynamicCreative is the first SEM software that has advertising ‘relevance development’ as a core function. Yet ironically, it dramatically boosts scale. For example, Fairfax Digital now runs more than 300,000 customised ads and deploys approximately 1,000,000 key words (up from 20,000).

“Our search engine marketing is now far more effective as a result of significantly expanding our reach, (using) highly targeted ads that have resulted in a reduction of our cost per click and cost per acquisition, “Said Graham Perry, Managing Director, Classifieds for Fairfax Digital.

e-Channel, founded in 1999, has doubled revenues over the last nine months . The agency is currently handling over $15 million in advertising across Google and Yahoo. Search Engine Room: July 29, 2009