especially over the last year, but advertisers are finding it challenging to define goals and effective strategies for these entities. Without a correct framework in place, investment in mobile and social will remain stalled. Advetisers should be thinking first about the endgame and then moving backwards. For example, if the goal is for mobile users to call, the ad and landing page should clearly emphasize the phone call. Or, if the goal is more Facebook likes, the brand should put out engaging and relevant content. These entities can show positive returns as long as the process is clearly defined.” - Matt Umbro | Associate Director of Search