April 21, 2010, 4:28 PM

Negative keywords can help retailers boost search marketing efforts

Adding negative keywords to search marketing campaigns can help online retailers boost revenues, says Jodi Bresina, Internet director for ShoeMall.com, which sells footwear for men, women and children.

Adding negative keywords to search marketing campaigns can help online retailers boost revenues, says Jodi Bresina, Internet director for ShoeMall.com, which sells footwear for men, women and children.

She will offer guidance for retailers hoping to get more from their search marketing efforts in a session entitled “Setting and managing your search marketing budget.” She will speak with Steve Forston, vice president, e-commerce, at Miles Kimball Co. Inc., which sells housewares, health and beauty and other products.

“We have experience with both managing paid search internally and using an external vendor,” Bresina says. “I will provide tips on setting a budget for both. I also plan to provide recommendations and tips on what to adjust in your paid search campaign to make effective improvements to sales, conversions and costs.”

One tip is to use negative keywords. Marketers buy negative keywords to keep search engines from displaying paid ads when a shopper uses a phrase that includes those keywords. For instance, a retailer might buy negative keywords such as “free” and “free trial” so shoppers who use such words will not see the retailers’ ads. Negative keywords act like filters and help reduce irrelevant clicks from shoppers.

Bresina also will talk about how retailers can optimize their trademark terms. ShoeMall.com is No. 135 in the Internet Retailer Top 500 Guide.

Why the editors asked Jodi Bresina to speak:
Jodi Bresina is a veteran IRCE speaker. As Internet director of Mason Cos. Inc.’s ShoeMall.com, a post she has held since 2007, she oversees nine footwear and apparel web sites. Her responsibilities include online marketing.

Full details about the conference and registration information are available at IRCE2010.com.

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