Phone calls from a mobile device will soon drive the majority of purchases. Here's why. Marchex has pulled data to quantify how mobile click-to-call phone calls convert into revenue and highlight some of the challenges marketers face in this type of campaign.

Running paid-search campaigns in Google AdWords to promote Facebook posts can be a painless way to begin integrating search into social campaign -- but the key is assuring that the content remains relevant, answers a question, or fulfills a brand fan's need, according to one expert.

Search marketers are asked to do many more tasks these days in addition to running paid-search campaigns or optimizing content and Web sites. In fact, content creation, social campaigns and native advertising have been added to their roles.

It seems obvious that brands and retailers can reveal much deeper insights into how consumers feel and think about their products and Web site experiences by reading comments in the ecommerce sections of sites and across social networks, but not enough take the time to actually do it. Here's why.

Google will permanently remove mobile app interstitials based on a recent study it ran showing the disruption the ads cause consumers while using a mobile app. Perhaps paid-search or organic listings will become the answer.

The party's almost over for marketers who thought they could continue to bid less on mobile campaign keywords, compared with the price paid for those running on desktop.

It seems that 51% of retailers want to personalize prices for specific consumers, although 97% automatically use discounts as a pricing strategy rather than personalization strategy.

It's getting a little scary when your airline flight itinerary serves up in Google search results or you can visualize past travel timelines on any specific day with help from Google Maps.

Connecting with consumers during their time of need has been Google's mantra for at least the past year. Will it rain? Where are the fireworks? How do I make the perfect hamburger? It doesn't only happen on a smartphone.

iProspect has been testing campaigns in addressable television, which chief strategy officer Sam Huston defines as direct messages. "Tying mobile search and television has become incredibly important, and understanding the time of day to run both a television spot and online search campaign," says Huston. "We've seen a lot of success when the two work together." Personalizing the messages begins with understanding the consumer.