Almost half of search engine queries lack a clear intent, making it difficult for advertisers to provide the right answer. Sports Experts and Touché tackled this challenge by designing a “search bot” that would interact with consumers directly within a search engine. The bot would appear at the top of the page, providing multiple options related to a person’s query. Instead of sending them to a website, Sports Experts redirected the searcher to another bot with a whole new set of questions related to the type of product, the brand name, the price bracket and even the person’s gender. There were more than 100 possible combinations, with the campaign leading to an 84% lower cost per store visit.