Dave sits down with Tom Demers to talk paid-search marketing. The two discuss ad strategy, copy, and metrics with a twist. The answers to the questions are short and to the point. Most have been Twittersized to fit into the 140-character format. For instance, when asked about his work with ad text crowdsourcing, Demers tells us the most surprising thing has been the consistency, and how small tweaks have double- to triple-digit impacts on click-through rates and conversions.