TechTalk: Should I Spend More on Facebook or Google?

One of the areas where I commonly find opportunities for clients is in their paid search bucket. They may already have Google Grants (if you don't, go get one), but they are not optimizing them. Further, they are not linking their AdWords to conversion metrics such as online donations. They are reporting their AdWords efforts in terms of how many visitors they drove, not in how many online donations those visitors completed.