Google's Adwords has been a staple of online marketing campaigns since it was launched in 2000.
The system, which allows retailers to position their products at the top of Google, has stagnated over the years; becoming confusing and often inaccessible to retailers to properly manage without the help of digital marketing groups like Dynamic Creative.
The system is also embroiled in a crisis, as some of the world's largest advertisers have pulled their spend because ads were appearing alongside offensive content.
But Grasso's team have developed software that is about to make every retailers job a whole lot easier.
According to COO Trevor Glen, "the work that currently takes a copywriter or software developer five weeks to do, will now take literally five minutes with our software."
The software, called Ad Champion, is both a simplified Adwords process, and an improvement on the original system, creating relevant ads that update in real time.
It works by integrating with a retailer's website and every product in the website's inventory.
Ads are then created with minimal human intervention, and are kept constantly up to date.
If a price changes, that will be reflected instantly on the Google ad. If stock runs out, that ad will stop being advertised at the top of Google. The product promises to completely revolutionise how retailers interact with Adwords and Google.
The product has already been in use by Dynamic Creative, but has only really been accessible its employees. Ad Champion is a consumer ready product that can be used by anyone. Grasso compares the development of the product to the invention of the road car.
"We think of our company as a Formula 1 racing team," said Grasso.
"We've managed to turn that into a road car."
The software was initially launched in Adelaide on 23 March. At the launch was Adelaide Lord Mayor, Martin Haese, who was ecstatic about the technological revolution taking place in the South Australian capital.
"We are working to a very clear plan to become a smart, green, liveable, and creative city," said Haese.
"Dynamic Creative and Ad Champion is precisely the type of company we look to nurture and cherish. What we want to do with Adelaide, by being very clever with technology, is helping our retailers become exporters."
"We are currently the fifth most liveable city in the world. By 2020 we want to become the third. We need to embrace technology and embrace innovation."
Ad Champion is currently targeted at mid to large size retailers, though Dynamic Creative is looking to make the software accessible for smaller retailers in the future, said Glen.
"Where we're heading is the ability for others in the future at the smaller end of town to use it," said Glen.
"You need to spend about $5000 per month to get the most out of it. We can go to partners that have people speaking for smaller retailers, but there's a minimum ticket price."
For a more detailed explanation of Ad Champion, Dynamic Creative have put together an explainer video showing you exactly how their product will change the Adwords game.
Grasso wants to see Adelaide to become as synonymous with technology as it is with wine culture.
"I think I can see Adelaide as a centre for great software products," said Grasso.
"As integral as food and wine."
The software is officially released in Sydney at the Inside Retail Live trade show next week.
Business News Australia
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