Increasing the number of times someone sees a campaign ad could increase the chances of turning a browser into a buyer, according to Gab Goldenberg. While you typically need "fancy technology" to do this, Goldenberg has developed a "low-budget" solution to accomplish the task. Goldenberg provides a list of tools you may want to consider when reevaluating your strategy to improve sales. They include a "demo spider" to show you where external links connect, and a report on the sites and engines that drive traffic to competitors in a list of top referring domains.

Jessica Hullman from Pure Visible, a Google Analytics consultant, provides a tutorial on mastering motion charts that make it possible to perform both "high-level analysis" such as identifying long-term trends, to targeting analysis, which allows you to gauge a specific event. Hullman guides you through several processes that can help you identify changes in values for keywords as the campaign matures. She also shows you how targeting traffic from a channel can influences the quality of visitors, landing-page optimization affects visitor behavior, and engagement metrics relate to conversion rates. Most importantly, she suggests keeping close tabs on your …

Hollis Thomases presents tips on outlining a performance media planning strategy. "As more ad inventory becomes available, publishers who once might have only accepted CPM buys have suddenly become open to performance pricing models," she writes, suggesting that could change the way media planners look for space to place ads. Thomases suggests doing the math by "back calculating" metrics from an actual sale to determine what the company can afford per lead or per click. It's important to understand the entire conversion process and the number of visitors who turn into leads. You also need to know how many …

If you haven't got the message already, perhaps Dancho Danchev can convince you of the need to batten down the hatches to improve fraud and malware detection geared at social media, online advertising, search marketing and pay-per-click advertising. Danchev explains that during the past couple of days, one group involved in countless numbers of blackhat SEO campaigns across the Web began to target Google Video with a campaign that has hijacked approximately 400,000 search queries to trick users into visiting a bogus and malware-serving adult Web site.

Google said it will take Gmail offline by offering a tool that lets users connect without Internet access. The Offline mode offers access with a Web-based interface. The tool allows you to read, star, label, compose and archive email. Look for the Offline link in the upper right corner of the Gmail window near your user name. Andy Palay explains that some Google employees have been using offline Gmail for quite a while. He personally has read thousands of messages and answered hundreds en route to visit his son and daughter. "And it's saved me more than once when …

Need some dating advice? Well, more like how-tos on courting consumers online. As the most commercially romantic day of the year approaches, Philip Ryan has some keyword and bidding tips for those who manage sites related to speed dating, online dating or helping singles meet new people. Many of the insights can be transferred to most Web sites; you also can apply Ryan's strategy to nearly any holiday by changing the words, seasonal references, and the dynamic text inserted in titles. Ryan creates two lists of dos: Ad Copy Best Practices, and Keyword and Bid Best Practices.

If your company has gone through SEO budget cuts this year, it may require a little out-of-the-box thinking to optimize sites. Jason Burby suggests segmentation to improve site conversions. It may sound like a "big, slow, time-consuming project," but there are some basic ways to get started, he explains. Target messages, anticipate needs, and avoid marketing to consumers with zero interest. Sounds easy, I know, but marketers can sometimes forget the basics when building a strategy. And know which messages to avoid for your audience, Burby writes, providing examples for SEOers in the financial market.

For those of you mapping out a strategy to build a new Web site, first take a look at what your competitors have done to put your company in a stronger position to compete. Peter Da Vanzo serves up a checklist of questions you should answer before getting started, such as which problems your company would solve. Aside from determining your direct audience and demographics, consider the offshoots, or subsections, too. Think about the language your potential customers would use and how you might relate to them, Da Vanzo writes. Similar to creating a character in a novel, …

George Michie notes that Rimm-Kaufman Group last week revealed a bug in Google's broad match algorithm that can greatly influence the performance of broad matched keywords, "forcing down bids to remain efficient, dropping traffic and sales, with damage to Google's revenue as well." Michie uses the opportunity to ask Google to fix the glitch and consider installing "a few more controls that we think will also allow smart advertisers to play the game more aggressively." Michie asks Google to separate "broad" from "advanced" match choices, and provides a long list of details for his request. One more idea: …

Being green not only improves the environment, but helps you build links, gain exposure and build a positive reputation. Ann Smarty suggests adding your company to green directories and promoting eco-friendly news related to your business. She provides you with a list of sites to help get started. One site, in particular, Green Company Directory, doesn't require "either reciprocal link or payment for the review," Smarty writes. "To qualify you must either be a supplier of green products/services, or have environmentally friendly company policies."