Chicago residents searching for a Uber ride on its app can win free rides in February along with a chance to win "bags of swag from one of Florida’s most popular coastal counties and, in some cases, virtual tours of this area. The Chicago campaign is Uber’s first partnership with a destination marketing organization such as Visit St. Pete Clearwater. Visit St. Pete is spending about $350,000 on the Chicago campaign, putting the estimated total for the entire campaign at about $2 million.

Google released an AdWords app for iOS and Larry Kim tells marketers how he used it the other day to optimize campaigns while on his way home in a Uber cab. He says it's not just a reporting tool, but allows marketers to make changes to keyword bids, and enables and disables AdWords objects like campaigns, ads, and ad groups. Kim explains how he did it all on the go from his phone.

Marketers spend countless hours optimizing keywords, traffic volumes, recommended bids, but it really comes down to what the Web site visitor values most. Value comes from content, according to Dave Lloyd. Despite the fact that value is pretty darn difficult to measure, marketers need to determine the value of their content to site visitors to help push up their Web site's pages in search query results. It will keep visitors coming back for more. Lloyd provides tips on how it's done.