Agencyfaqs: MSN has launched a dynamic search marketing campaign for cricket scores. In a nutshell Ads get dynamically created and hosted on Google the moment content on the site gets updated

Venkata Ramana, Search Head MSN says, “The challenge in SEM is to ensure that the searched
keyword delivers a compelling creative and points to the right page that provides an answer
to the users query. We translated this requirement by developing a tool that automatically
generates keywords, writes & publishes the creative the moment content on the site updates.
This ensures an immediate connect to the search keyword and will drive quality audience to www.msn.co.in”.

The campaign was implemented by interactive agency media2win. MSN claims that it received about 72,000 hits through the ad on the day India played West Indies during the ICC Champions Trophy but at
a price of Rs.29 for keyword cricket, Rs.19 for live cricket and Rs.11 for ICC champions trophy (thats my estimate may vary) quite a costly visitors!!

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