Trust could become the biggest factor separating Google from Facebook as the companies continue to build out services. While both continue to fight battles around consumer privacy issues, Google's move toward explaining the nuances of ad targeting could set it apart as a more mature and transparent company in 2012.

Age, gender and theme categories create the most searches on google.com for Costume SuperCenter, which has been relying on paid search marketing across the engine since 2005. The campaigns work similar to other online costume stores. The consumer's search queries talks with the ad copy. It leads the searcher to a landing page with Goodies. No tricks here. Only treats.