Kevin Lee give us five reasons why paid-search campaigns can outperform paid social, and tells marketers not to get caught up in the hoopla of social ads. He reminds us that people sometimes lie in social profiles, which means that ads can target the wrong consumers with products or services. He also explains that some profiles lack information, and how the "like" button can become a terrible advertising metric.

Danny Goodwin points us to a variety of articles on topics ranging from Facebook targeting tactics to landing page optimization to social media metrics. The roundup of articles come from bloggers attending sessions at SES San Francisco. For example, Jessica Less tells us about bringing SEO in house, and how Google+ and Facebook can provide greater success for paid-search campaigns.

Google announced in May that it would enable rich media ads to serve up from DoubleClick in mobile apps across the AdMob network. In June, Intel and OMD began testing the capability. The rich media ads were banner-initiated interstitials featuring additional calls to action such as playing a video or visiting the mobile site to learn more. The companies published the results from the case study this week.

A case study for the hospitality industry describes how HeBS Digital used Google AdWords to achieve consistent return on investment of more than 1,000% for many of its clients. The campaign relied solely on hotel name searches and not only yielded an increase in revenue of up to 1600% in one case, but also lowered the cost per click for all three cases in the study using Adobe SearchCenter+ and introducing bid rules at the midpoint.

Dave Rosborough provides us with a better understanding of Microsoft adCenter's potential to generate successful paid-search campaigns. Rosborough details how to track visitor activity as well as track revenue and costs. He takes us through the steps of how to define and analyze goals in the account such as conversion steps, landing pages, browsing and prospects.

A patent filing published last week describes some of the processes behind adding content and images to Google+. The filing also offers screen shots of interfaces from an early version and describes some of the thought procsses that might have led to the use of circles, according to Bill Slawski. The application focuses on authoring tools for posts where users might link to a page or choose an image from the page to include with your post.

Geordie provides a review of the MixRank competitive ad research tool, which is free. He takes us through the features from auto suggest to best performance. For example, best performers graphs ad performance over time, pulling out the ads that will be the biggest competition, he explains.

SEO and paid-search marketers must start paying attention to foreign markets -- if they have not already. The promise of the Internet to reach consumers and information seekers worldwide continues to open doors. For businesses in the U.S., it means connecting with folks in non-English native-language-speaking countries. Christian Arno tells us why it's important, provides stats on Internet growth in other countries, and offers insight into key steps that marketers should take to expand.

Tapping into Twitter for valuable metrics, data and feedback may seem daunting, but Tony Bradley tells us about six tools that may help ease the frustration. He provides a list of the tools, describes each, and explains how to use them. For example, he tells us that Nimble allows marketers to consolidate social networks. While it lacks some of the more advanced management and metrics functions of the other tools featured here, he explains that the way it tracks various contacts makes it simple to use.

Anna Lewis tells us how to track on-page leads in Google Analytics. She begins by describing how to set up lead tracking, and provides tips on defining a lead for specific types of businesses, and ways to analyze data from on-site conversions. Knowing how to do this will allow marketers to move on to tracking off-page lead actions such as social interactions and phone calls, she writes.