Etronics Shapes Listings Based on Its Own Site's Searchers

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New software that automatically creates paid search listings by analyzing the most popular keywords used by visitors to retailers' Web sites has boosted sales for electronics and appliance retailer Etronics.com.


Mayer Balser, chief operating officer of the Brooklyn, NY, retailer, said sales have increased "tremendously" since it began using Ad Champion to create paid listings based on such keywords, as well as other software from SLI Systems, San Francisco.


SLI launched the beta version of Ad Champion this month.


Etronics began using the software late last year to simplify and automate its keyword bidding and buying, Balser said, usually handling 5,000 to 6,000 keywords at once.


"It's very hard to manage so many keywords," he said. "They make it super simple."


Ad Champion automatically creates ads and landing pages on Google based on keywords used most by consumers when visiting retail Web sites. The ads change dynamically, factoring in updated information such as daily shifts in pricing, margins, stock levels and shipping promotions.


With Ad Champion, SLI builds on its two other products, Learning Search, which delivers search results on retailers' Web sites based on keywords that shoppers click on, and Site Champion, which creates customized landing pages for retailers when users search on Google.


Etronics also used the Learning Search software to list items that shoppers searched for most at the top of its search results. For example, once Etronics determined that consumers searched most often for a certain Sony digital camera model, it placed that listing at the top of the site's digital camera search listings, instead of further down the list, at 139th place.


"Keyword selection is a huge problem for our customers," SLI CEO Shaun Ryan said. "Now they can see the language customers are actually using."


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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