Abstract
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns. © 2021, IGI Global.

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Digital platforms have, in the past decades, undergone a revolution, evolving from its technical roots so much that nowadays value is mostly generated, not by the technologies that power platforms, but by the ecosystem of applications, developers and users it is able to generate and support. In this paper, we seek to understand the importance industrial platform owners place on the community building and platform growth components of the platform development process by reviewing 50 Horizon 2020 financed projects that stand on the development of platforms. This evidence is leveraged for the case of a validation strategy definition for a platform ecosystem aiming at sharing production capacity. Key findings point to platform developing practices focused on the development of technical components to the detriment of the ecosystem generation element. We also shed light on how different business models and funding schemes impacted the steering of these platforms.

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Abstract
In spite of the significant advance achieved in the development of optimal power flow (OPF) programs, most of the solution methods reported in the literature have considerable difficulties in dealing with different-nature objective functions simultaneously. By leveraging recent progress on the semidefinite programming (SDP) relaxations of OPF, in the present article, attention is focused on modeling a new SDP-based multiobjective OPF (MO-OPF) problem. The proposed OPF model incorporates the classical epsilon-constraint approach through a parameterization strategy to handle the multiple objective functions and produce Pareto front. This article emphasizes the extension of the SDP-based model for MO-OPF problems to generate globally nondominated Pareto optimal solutions with uniform distribution. Numerical results on IEEE 30-, 57-, 118-bus, and Indian utility 62-bus test systems with all security and operating constraints show that the proposed convex model can produce the nondominated solutions with no duality gap in polynomial time, generate efficient Pareto set, and outperform the well-known heuristic methods generally used for the solution of MO-OPF. For instance, in comparison with the obtained results of NSGA-II for the 57-bus test system, the best compromise solution obtained by SDP has 1.55% and 7.42% less fuel cost and transmission losses, respectively.