Good search marketing is about excluding people who are unlikely to buy from your company, so it helps to maintain a blacklist of keywords that are unlikely to generate useful leads, writes Alex Cohen. Keeping an up-to-date list can be hard work, but it's the best way to get more bang for your buck. "If you can master it, that means more efficient campaigns that allow you to compete more aggressively," Cohen writes.
Why search marketers should go negative
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