Weeding Out the Bargain Hunters

I just came across an interesting method for weeding out bargain hunters who reach your web site through paid search. At the recent Internet Retailer conference, Steven Broussard of Golfballs.com reported that their company boosted the ROI on paid search campaigns by including negative matches for words like free, discount and clearance. That way, Golfballs.com ads weren’t served to shoppers who included those words in their search, eliminating prospects whose primary concern was price. Sounds like it’s worth a test!