If you're advertising mobile apps, it just got a lot easier to position your apps in front of active searchers. Not only did your marketing reach expand, but you can more easily track downloads. Here's a rundown of Google's new mobile ad options.

PPC managers have longed for Google AdWords to provide conversion data for Ad Extensions such as Sitelink, Location, Call and Product Extensions. Without so much as an announcement, Google has released conversion data associated with Ad Extensions.

Personas are widely underused in the PPC and search marketing community as a whole. PPC advertisers have a lot to gain by completing the persona exercise and leveraging that information when managing and creating new search marketing campaigns.

Imagine for a second a PPC advertiser's worst nightmare: You log into AdWords and your keywords, ads and campaigns all have zeros in the conversion stat column! Worse yet, it isn't a performance problem - just a tracking problem.

A long time ago I realized that "PPC strategies" aren't just tactics to be applied to ads or keywords. I also realized that the most successful PPC managers are a special breed of people. PPC managers have to be good with numbe.