From Wendy Boswell,
Your Guide to Web Search.
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SLI Systems, a company that specializes in search technology, answered some general questions for me about their company, what they're doing with Ad Champion - a paid search ad campaign management tool. Here's the interview.

Could you give us a general overview of who SLI Systems is and what you do?

SLI Systems is the developer of learning-based search technology for corporate Internet sites, e-commerce destinations and consumer Internet portals that Searches, Learns and Improves the user experience. SLI Systems' suite of services include site search, search engine optimization and automated paid search tools, designed to enhance customer satisfaction and increase traffic and sales, while reducing costs and yielding valuable customer information. Unlike traditional search software, SLI Systems' patented Learning Search technology continuously "learns" from the behavior of visitors over time to deliver more relevant results. Current customers include Etronics.com, NBC, Tupperware, VERITAS and others. The company is privately-held and maintains offices in San Francisco, London, and Christchurch, New Zealand. Visit SLI Systems for more information.

What is Ad Champion, and how does Ad Champion work?

Ad Champion is a hosted service designed to improve the effectiveness of online retailers' paid search campaigns by using the search terms - both common and uncommon - that visitors use on a company's site to drive search engine campaigns on the search engines. Using SLI Systems' advanced search behavior analytics engine, Ad Champion analyzes and compiles the keywords from a retailer's site, automatically crafts customized ads for each phrase, and develops landing pages that increase the likelihood of a purchase being made. The dynamically generated ads contain information such as product name, price, and shipping information. In addition, Ad Champion sets bid prices automatically - calculated according to pre-determined rules for the product factoring in the price, margin and conversion rates.

What are the benefits of using Ad Champion for a company with a paid search ad campaign?

• Automated service - it makes managing a paid search campaign with thousands of keywords effortless and highly effective.
• Allows for broad range of keywords - Because it's based on Learning Search data, retailers know the keywords their site visitors use and don't have to buy words that they don't; keywords in the tail have less competition.
• Increases click-throughs - because customized ads are created for each keyword.
• Increases conversions - each keyword also has a customized landing page.
• Enables a more efficient campaign - dynamic data can be updated on the fly (e.g. price, shipping, availability), and ads for out of stock items are immediately removed until they become available again.

Where are SLI Systems and Ad Champion going in the next year?

SLI Systems intends to continue increasing the number of retailers that are using Learning Search and Ad Champion. Over the next year SLI Systems will complete a structured research program aimed at optimizing the rules used to automatically create large campaigns across vastly difference customer groups.

SLI Systems' patent-pending Ad Champion process is unique, and is the first and only site search solution to create custom paid search listings based on customer search behavior. Ad Champion is complementary to SLI Systems' Site Champion service- the automated SEO service for dynamic ecommerce sites.