Mike Fleming explains that Google will put the display URL in the headline of a paid-search ad when it gets placed in top position on search result pages. The feature aims to help searchers clearly identify the brand and the Web site. It's one of several Google features introduced in the past two months that Fleming believes will have an impact on paid-search ads. Other improvements include Call Metrics, targeting tablets, and allowing searchers to hover over the listing to view the landing page before clicking.

What happens to paid-search marketing when every new query ends up looking similar to the one before? Cyrus Shepard believes there are times when personalized search works well, such as during repeated searches for a favorite local pizza place. For those times when personalized search gets annoying, Shepard tells us several ways to extend the boundaries of local and personal search including introducing us to Yoast, a collection of search plugins that work in Firefox and Internet Explorer browsers.

A tweak here and a snip there. A Google experiment with the "I'm feeling lucky" button on google.com that searchers have come to know as a quick link to what they might seek may disappear in the near future. There are other small changes, including the "cached" and "similar" links that are placed in the Instant Preview box, making them more difficult to find.

Garden furniture, trampolines, BBQs, sundresses, beach chairs and more. These are keywords consumers will search on in the months to come, according to U.K.-based Simone Schuurer. While she provides tips for the summer months, the advice can be used year round for those running paid-search ads in adCenter. For examples, make certain to include generic keywords such as "dress," as well as brands such as Ted Baker. Make one ad per group seasonal to reflect the popular product or service.

Garry Przyklenk gives us five survival tips in preparation for the next update to Panda, Google's algorithm that identifies low-quality and duplicate Web sites and pages, dropping them in the search rankings. They include measuring success through actionable key performance indicators, building a community, diversifying traffic, and more. Przyklenk provides details and a general "rule of thumb" for each.

Larry Page might not be good for investors. The Mountain View company's stock declined more than 23% since Eric Schmidt handed the reins to the co-founder Page. Concerns about a slowdown in advertising during the second half of the year sent stocks sliding. Reports that federal regulators will examine Google's AdMeld deal set off investors.

When sales leads begin as a search query and convert offline such as in stores or on the telephone, how do companies track that process? Mike Moran tells us how small and mid-size businesses can easily track phone sales from search. He puts a name to the technique, gives an example of how the process works for large companies such as IBM, and provides names of companies that offer this type of service for SMBs.

Google launched a dashboard that allows people to monitor what has been posted about them on the Web. Alerts are based on phone numbers, home addresses, and a person's name or email address. The tools -- Me on the Web -- appear as a section of the Google Dashboard right beneath the Account details, explains Andreas Tuerk. It's an extension of the dashboard Google previously launched.

Oracle won't give in. The enterprise apps maker sued Google last year claiming the tech search company's Android mobile operating system infringes on its Java patents. The company disclosed Thursday that it wants millions in the damages claim. In January 2010, Oracle acquired the Java programming language through its acquisition of Sun Microsystems.

Ryan Woolley explains how to increase click-through rates with five simple ad copy attributes. The strategies range from testing the price point and percentage discounts to influencing the probability that Google will extend the headline into one sentence. The important thing is to test and learn from successes and mistakes.