A Google policy released last week aims to get toolbar makers like AVG, and companies that make add-ons, which use its software to serve ads to go through an approval process and provide users with a one-click uninstall. Pointing to a Google blog post, Jeff John Roberts takes us through some of the tactics that "bad apples" use to install malware and serve ads.

Making the most of the return investments on product listing ads takes more than wishful thinking and knowing the ins and outs of AdWords targeting. Alistair Dent serves up a few tips to get PLAs to deliver better returns based on a lack of keyword targeting and the inability to bid for ad position. Marketers instead aim for increased impression share to improve volume, he writes. Read the article here.

In honor of Earth Day, Google built a Web site that looks at six outdoor "innovators" to see how they help to engineer nature and the cycle of life. The site compares nature to human interactions, such as Aspen trees finding strength in putting down roots as a group. A link on the page also tells us how to connect with the "backyard farming community on Google+" to share gardening experiences and green thumb tips. Read the article here.

Cost per action, cost per acquisition: to marketing affiliates it's one and the same, according to John Rampton, who tells us that Facebook launched the service through its ad API. The tool will measure conversions within the first 24 hours. CPA bidding becomes available on Facebook Page likes, offer claims, and link opens/clicks. He gives us an example of Facebook CPA Bidding. Read the article here.

Build keywords into the bone structure of a Web site, suggests Ruth Burr. She discusses how marketers can use keywords to drive personas to positively influence Web site mapping. Burr provides tactical tips as well as reasons why she thinks this works best for improving conversions. Begin by determining what consumers want and reverse engineer reasons for intent. Read the article here.

Shipments of low-cost smartphones, about $250 each, will grow from 259 million in 2013 to 788 million in 2018, according to ABI Research. Those that cost $400 and above will grow from 635 million to 925 million during the same time frame. So when it comes to product listing ads on smartphones, rethink the heavy text strategy and build ads that speak to consumers through images and as little text as possible, according to Ally Alexander Dao. She serves tips to marketers that want to optimize ads for Enhanced Campaigns on smartphones. Read the article here.

LinkedIn released a new mobile app to make it easier to for "professionals" to discover and communication with others. The app expands on search features and localization, as well as the number of languages offered. The app now offers 15 languages Some 64% of LinkedIn members are located outside the United States, according to the company. Users can expect to see more search and personalization updates soon, according to the company. Read the article here.

Malicious sites continue to use search engine optimization in an effort to rank higher in search engine queries in hopes of searchers trusting and clicking on the link, according to a report released last week from AV-Test. A Yandex search engine spokesperson told MediaPost the company supports new malware testing after the independent lab released finding from an 18-month study looking at malware being delivered by search engines Google, Bing, Yandex and others. Yandex wants to see the "methodology transparent and clear to avoid any misinterpretations," he said.

Provo, Utah, becomes the third city to gain Google Fiber after Google signed an agreement to purchase iProvo, an existing fiber-optic network owned by the city. As a part of the acquisition, Google committed to upgrading the network to gigabit technology and finish network construction, so every home along the existing iProvo network would have the opportunity to connect to Google Fiber, pending city council approval. Read the article here.

Searching for a favorite channel? Google Fiber TV customers have access to premium content packages. The company inked a deal with Cinemax and HBO to bring customers a variety of content, such as HBO Signature, HBO Comedy and HBO Zone. The service also now offers eight new channels in a Cinemax package, including Max, MoreMax, ActionMax, ThrillerMax, WMax, @Max, 5-StarMax, and OuterMax.