Amber points to data about the search queries that trigger ads to display in Bing.com as a sign that things are shaping up at Microsoft.She also steps through the process of running a search query report in adCenter, as well as adding negative keywords to the adCenter account. She writes that adding negative keywords is a great way to weed out unqualified traffic -- which, when done correctly, can help advertisers save money.

Tessa Wegert has some advice for marketers wanting to get closer to the vampire crowd. She defines them as people who have an affinity for "Twilight"'s Edward, Carlisle or Alice, or perhaps characters in "True Blood" or "The Vampire Diaries." Vampire lovers are loyal, so both entertainment companies and major brands could benefit from blurring the lines between fiction and marketing. Thus consumers could wind up as loyal to the advertiser who plays a part in the promotion as they are to the fictional characters.

IDG News Service had a chance to sit down with Marissa Mayer, Google's vice president of search products and user experience, to talk about search. Mayer defines the perfect search engine and then jumps into topics ranging from semantic to universal search. When asked why the predictions that semantic technology would revolutionize search and blindside Google have fallen short, Mayer begins by explaining that language and Web pages change quickly, and those factors are taken into account when semantic search is applied. That's why it's important to have an approach based on machine learning, she adds.

Dan Stokeley explains how Google has improved movie search results, with "more detailed movie pages, genre filters and a new map view" making it easier for users to find a theater's location.google.com/movies now also contains plot synopses, trailers, reviews and photos.

After providing a definition of how "quality score" works, Bradd Libby tells us why the highest quality score isn't always the best. He writes that the formula is so simple it's surprising how frequently people get it wrong. "In fact, the purpose of all economic activity is to maximize profit, not clickthrough rate nor Quality Score," writes Libby. So, when performing tests of competing ad creatives, we should judge them by the differences in profit they generate per impression, irrespective of the Quality Score values that Google reports."

Michael Bonfils fills us in on ways U.S. search marketers can build a Web site aimed at an international market. Finding the correct market and translating the Web site copy are part of the process. Be aware that each market, from France to Brazil, likely use specific regional acronyms. Bonfils suggests treating each market differently and respecting the country's cultural nuances. To support his argument that every company needs to have an international footprint online, he points to comScore's global search market study revealing that more than 113 billion searches were conducted in July 2009, up 41% from the …

Rather than focus on "why someone should click on your ad," perhaps it's time to focus on why they might not. Start by determining how your product or service solves a problem, and what the words in your ad convey to alleviate consumer concerns. Although marketers can't always determine the biggest concerns consumers have related to a specific need, Joe suggests split testing PPC ad copy to determine what works. Although the strategy might take you through the backdoor of the marketing plan, if you can determine why someone wouldn't click on the ad, you can, figuratively speaking, deter them …

Rand Fishkin tells us how advancements in link building can benefit marketers. In a mini-history of the process, Fishkin reminisces about linkbait, as well as Google's push to recognize and count legitimate links. He then explains what influenced the latest changes, including Twitter, brand mentions and keyword associations, and ad blindness. And as the old saying goes, Fishkin writes, "evolve or be left behind by those who can better adapt."

Dust off the crystal ball. You will likely recognize all the faces in this video interview from Ad:Tech New York. The Nielsen Company's Pete Blackshaw provides an overall view of the industry and discusses what's ahead for online marketing. Those interviewed in the segment say brands may feel as if they have lost control of their own image, but it's still important to join the conversation in search engine marketing campaigns. Other tidbits from the interview: Advertisers need to cooperate with the consumer. Brands must become both reactive and proactive by launching better "feedback loops" and …

Brad Geddes explains the changes to Google Analytics and provides some tips on how to get a better return on investments for keywords that don't convert. He shows you how to combine Google Analytics goals with Budget Optimizer campaigns to gain a more effective bid on early buying cycle keywords. He also walks through how to measure branded or early buying funnel keywords, and set goals for budget optimizer campaigns.