Web Site Relaunch: How Bloomie’s Revamped Site Reaped Rewards

* Keyword-driven promotions. These allow Bloomie’s to run banners highlighting specific offerings that tie in with its catalog or stores. “We can run event-driven promotions that boost the performance of specific inventory,” Kristofferson said.

* Links directly to search results pages. These help Bloomie’s have a more accurate and successful search engine marketing program. “This allows us to create custom categories that can’t be found in our regular site navigation, such as short-sleeve dresses, metallic jewelry or Lucite accessories,” Kristofferson said. The result is that more than 80 percent of Bloomie’s SEM links go to search results pages—“another example of how we continue to look for ways to leverage search,” she added.