Site search company SLI Systems rolls out a new PPC search engine tool

Site search technology developer SLI Systems Inc. yesterday introduced Ad Champion, which uses site search results to automatically generate paid ads in search engines. Geoff Brash, vice president of marketing, says the rationale behind Ad Champion is “the language that people use on a site is the language people will use in search engines.”

Building lists of keywords for pay-per-click search engine uses is cumbersome and often a matter of guesswork, he says. By bidding on the terms that shoppers use at a site, retailers can increase the effectiveness of their pay-per-click search programs. “It creates the keyword list using very specific phrases,” he says.

The program comes with a monitoring component so retailers can see which keywords they are bidding on, how the keywords are doing and whether they need to adjust their bids.

SLI Systems` release yesterday was the beta version with the production version to come out later this year.

Ad Champion builds on SLI Systems’ Site Champion, which optimizes a web site for search engines using popular search terms on a retailer’s site. That allows the site to appear higher in natural language search results. “We use the language of visitors to a site—what they’re actually looking for—to optimize the site for search engines,” Brash says. It’s an automated process that brings search engine optimization expertise to a retail staff, he says. “There are still a lot of retailers using in-house technology that makes it hard to get listed in search engines,” he says.