By now everyone knows that the Giants knocked out their fifth quarterback of the season Monday night. Dallas QB Tony Romo is out for the rest of the season because he broke his left clavicle.

As the story was developing during the Giants’ 41-35 win over the Cowboys Monday night, my group of friends debated what a clavicle was. And by debate, I mean that I was doubting my friend’s assertion that clavicle was the medical name for collarbone (because, let’s face it, why mess with the name collarbone).

My iPhone came to the rescue. I searched for ‘clavicle’ on Google and my argument was quickly put down: clavicle is indeed the medical name for collarbone. But what was most interesting about my search experience is that Google Latest Results showed Tweets about Romo’s injury – on the keyword ‘clavicle’ – I didn’t even have to search for “romo clavicle.”

Disclosure: the Search Shots blog editors are huge NY Giants fans.  We reserve the right to expunge any and all mentions of turnovers and interceptions in our NFL coverage.

Google recently announced the ability to target iPads through the AdWords interface. While this development does present additional ways to leverage mobile, it’s important to realize that iPads are included in the “All mobile devices” targeting option in Google along with other high end mobile devices, e.g. iPhones, Android and Palm phones.

If you manage an account that is currently running a mobile campaign on Google with settings that target “All mobile devices,” it may be worth opting out of iPad targeting, specifically. This can be done under the ‘Settings’ tab for any campaign within the AdWords UI. Under the “Networks and devices” sub-header, click “Edit” next to “Devices,” then change targeting to “Target only selected mobile devices” and de-select the iPad as an option.

This adjustment is important for anyone running a click-to-call campaign, since phone calls cannot currently be placed from an iPad.

It’s been a busy week so far for local search.  Here’s what happened:

Google renamed their Local Business Center “Google Places.” The change seems part of a process that started a few months ag0, when Google renamed their review-aggregating map profiles “Places Pages.” Enhancements are mostly cosmetic so far, though there are two new features applicable to small business owners: 1) Google is offering 2D barcodes for businesses to print and post in their storefront, so visitors can scan and view their Google Places Page and (2) In addition to allowing business owners to upload pictures of the inside and outside of their location, now Google will even come out and take photos to add to a Places Page.

Google has also started to showcase local businesses in the street view section of maps. In street view, an icon and text links to more details, and an additional click on the thumbnail photo opens the Places Page. This seems live only in select cities right now (SF yes, NYC yes, Philly no) (take a look here — click “more” to get to street view).

Places pages — or at least streamlined versions of them — are now available for mobile on the Android and iPhone platforms.

Lastly, a very creative enhancement: Yahoo’s Local search now lets you “dig in” to menus (pun intended). You can perform a local query for a menu item, and Yahoo will return a list of restaurants where that dish appears on the menu. Though it only works for restaurants with their menu online, it lends more support for the best practice of ensuring a consistent profile on all major engines, because local results are being used in more ways and in more places. For a sample, see if you’re hungry for the following:

Lamb vindaloo in mountain view

Pierogies in Philadelphia

Peach Cobbler in Atlanta

Below is our list of articles that caught our attention this week.

1. Clients Say Shops Are Too ‘Reactive‘ (AdWeek): It’s easy to think that clients want us to react to their requests. Not really. Clients (at least the good ones) want us to partner with them and proactively come up with solutions to meet their business challenges. It’s a subtle difference and we enjoyed the reminder.
2. Apple’s Spat with Google is Getting Personal (New York Times): It’s been fascinating watching the Google / Apple Rivalry unfold. The two companies have a fundamentally different approach to world: devices or platforms, closed or open, a multitude of devices linked together through software or an all Apple world? No doubt, the rivalry has become personal: (from the article) At the heart of their dispute is a sense of betrayal: Mr. Jobs believes that Google violated the alliance between the companies by producing cellphones that physically, technologically and spiritually resembled the iPhone. In short, he feels that his former friends at Google picked his pocket.
3. Interest in Effective Marketing Campaign Management Rises (Marketing Forecast):  A study from Kellog states most senior managers at companies with $400M+ marketing budgets are not using business cases or ROI to make funding decisions. These executives are relying on their gut instincts because they lack analysts to track the data and don’t have a handle on LTV/NPV/ROI. This is a tough challenge for online marketers, particularly when many CMOs had their instincts honed in an age when the online channel didn’t exist!
4. Ad Dollars Go Digital (Fast Company): Excellent graphic, though we assume that’s a typo on the mobile forecast (nobody thinks it’s going down!)

Share comments about what you read this week or email us at razorfishsearch@razorfish.com