In January, Facebook will release guidelines geared toward search marketers on how to build creative ads. Facebook Attribution Lead Rob Creekmore at the MediaPost Search Insider Summit said some of the advice focuses on knowing where on the ad to focus the message, allowing the ad viewer to easily recall the brand, and making sure the tone fit with the brand's personality.

If you're a large U.S. retailer, chances are you're already investing heavily in search. Combining those efforts with an intelligent Facebook marketing strategy can increase return on ad spend by upwards of 30%! So Rob Creekmore, attribution lead at Facebook, told attendees of MediaPost's Search Insider Summit on Monday -- citing research that Facebook recently commissioned.

Predictions based on weather data allow marketers in January to determine when consumers will purchase specific products. Not just in January. that's just an example. Demonstrating the power of targeting search ads based on the weather, Vikram Somaya, GM of Weather FX at Weather.com asked MediaPost Search Insider Summit attendees to close their eyes and think of a place with cooler weather. Think about the types of clothes needed, food to eat, travel arrangements. Then change the weather by 20 degrees and go through all the types of clothes needed, food to eat, and travel arrangements again. Those changes reflect …

During the last year, major shifts occurred in the search industry. Many of those changes will be addressed at the MediaPost Search Insider Summit during the next three days. Search happens outside of the search engine. Many of them happen on a mobile device. It forces search engine marketers to multitask in search, social and mobile. Search marketers must focus on good quality content. Search moved from being the step-child to standing on its own, per Rob Griffin, EVP, Global Director of Product Development, Havas Media, during the opening remarks.