Google recently launched several mobile app promotion features aimed at helping marketers create app promotions in AdWords. Some of the tools include CPA bidding with conversion optimizer. Chrix Finne takes us through the process of using the tools, and explains that Google has optimized text ads for Android and iOS apps to include more information about users, and how app advertisements are now automatically updated with the latest information like reviews and ratings.

Microsoft Advertising on Monday rebranded the Search Alliance to the Yahoo Bing Network and adCenter to Bing Ads. David Pann tells us that the network now reaches 151 million people with one buy across Microsoft and Yahoo sites. It represents 70% of all searchers in the U.S., 20% of which are unique to the network. He also highlighted recent features, such as the ability to port Google AdWords campaigns into Bing Ads.

Twitter has made a couple of changes to its advertising platform. A new chart for Promoted Accounts gives a view at a glance of specific Twitter audience growth. Both paid and unpaid followers will appear in this chart. Today, the chart is only available in the self-service solution for small business. Andrew Chang tells us how it works.

Bing will become the default engine for the Silk Web browser on new Kindle devices. A deal between Microsoft and Amazon could make Google less of a habit and Bing more of a choice. Last week, Bing launched a campaign citing a survey showing that people chose Bing over Google two to 1, in a blind test of engines.

Kayla Kurtz tells us how to estimate account performance before making a paid-search account active. She shows us the process by using Excel and a few simple formulas, but she tells us that the process should only provide marketers with a baseline to analyze data. It's not a sure thing. Pulling keyword tool data into and out of an Excel spreadsheet to analyze, totaling searches and averages of the cost per clicks, and checking terms in the traffic estimator produces an educated guess to predict account performance before it goes live.

Peter Da Vanzo explains how to break down markets through segments, niches and cells. For example, he explains how segmenting audiences can support search engine marketing by making calls to action more relevant and improving landing page conversions. He lists the five most common segments, defining each, and explains that if one segment is not big enough, two can be combined. He also reminds us to support niche markets, which are similar to segments, but more tightly defined based on needs. He also defines "cells" as "micro-opportunities."

A lot of hype last week around the Google Star Trek Doodle celebrating the 46th anniversary of the original TV broadcast highlights one question. Do marketers automate paid-search landing pages based on keyword queries and geographic location; and if not, why not? The Doodle presented more than one path to conversion, which began with Star Trek characters in a room and ended with the Starship Enterprise flying across the sky followed by the keyword "Google." While the initial screen and the conversion repeatedly produced the same effect for all, the path to conversion differed and had to somewhat personalize …

After acquiring Followerwonk, Rand Fishkin explains how to grow a Twitter follower, search inside the app for specific users, compare followers and follows that overlap, analyze followers for details and stats, and track your followers for wins and losses. He takes us through the Bio Search feature, options for geographic targeting, and the ability to analyze followers.

Marketers should know the elements to test on a landing page. It's not such a farfetched concept. Three elements some marketers overlook point to placement of the call-to-action button, the button copy, and the amount of information on a landing page. Michael Lykke Aagaard guides us through each point, providing tips on using statistical content, keeping facts short and accurate, and making sure the button copy remains relevant to the topic.

The always connected consumer crosses screens daily to research information and make purchases. What better place than to discuss among friends how companies will incorporate emerging technologies or add product listing conversions in Park City, Utah on Dec. 5, 6, 7, and 8. The MediaPost Search Insider Summit has opened submissions for speaker proposals and sessions. The call requests experts related to search and mobile, social, video, attribution, retargeting, and more.