Search marketers managing social budgets might see the cost per click on Facebook ads rise these days. In February, Facebook began using ad relevance as one metric to determine the price for advertisements on the site.

Yahoo is in the midst of renegotiating its 10-year agreement with Microsoft to keep Bing as its search engine. The deal began in 2010, but the agreement allows for the two companies to make changes or end the agreement after five years.

For the layperson like me when it comes to basketball, Sweet Sixteen refers to the last sixteen teams remaining in the National Collegiate Athletic Association tournament when speaking about the NCAA. Google, which lists the scores and schedules in search engine query results, released data on search trends tied to the tournament. The data lists the top-searched Sweet 16 Teams, Mascots, Players, Coaches, Team Swag, and Marching Bands. Here goes.

Google has been pushing local businesses for years to ensure that their Web site, hours and address serve up in local search results. The company on Wednesday introduced a program it calls "Let's Put Our Cities on the Map" to help businesses do just that. The portal offers resources to business owners to help them get online or correct and complete their presence online.

Mozilla reported Wednesday that it is replacing Google with Yandex as the default search engine for Firefox in Turkey. The company will release the new Firefox version March 30. It may not sound like an important loss for Google, but this is the second time that Mozilla has chosen another search engine to replace Google. Yahoo became the default search engine for Mozilla in the United States last November.

Health care marketers are missing an opportunity to connect through search engines--Bing, Google and Yahoo--with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market -- but only a small portion goes to local search ads.

BIA/Kelsey estimates mobile searches lead to 72 billion annual calls via mobile devices. The age groups--Millennials and Generation X--tend to trend higher. Two services--financial and insurance--rely heavily on inbound phone leads. Analysis from a recent study examining more than one million calls from mobile search and display advertisements on these two service sectors bring to light click-to-call monetization tactics marketers should consider, but they also could be used in other sectors.

Load time, lifetime value, average revenue per user, retention rate, and session length are among the most important key performance indicators (KPIs) for a mobile Web site. Measuring the search visibility and performance of mobile Web sites remains just as important as measuring desktop Web sites. Some KPIs, more than others, will become invaluable.

Keywords related to services -- rather than physical items -- rank at the top of the most expensive keywords on Bing, per an analysis released Thursday. The word "mobile" sits at the bottom of the list, but the majority -- even those at the bottom in the top 20, like repair, plumber and podiatry -- focus on service businesses.

Astro Teller, Google X scientist and Moonshots captain, told the audience at South By Southwest Tuesday that each day the team looks for the next negative example they can learn from regarding one of the projects. Running experiments that gather as many negative examples as possible has made it possible to spin out more than 10 projects in the past five years. He said Google X has made engineering mistakes, product mistakes, and cultural mistakes -- but all these lead to learning and discovery.