Hot in Miami, freezing in Hanover

Remember that bathing suit example from yesterday's post? Well, between the recent vernal equinox and writing about search trends on the keyword 'bathing suit,' we got to thinking...

While it might be a great time to promote a spring bathing suit sale in Miami, where today's high is 85 degrees, people bundled up in winter clothes in 33 degree Hanover, New Hamphire may not quite be thinking summer on the beach.

If the product you're selling will be received differently in different locales, you might want to think about tailoring the message of your AdWords ads accordingly. Running with the bathing suit example, you could target one campaign to warm coastal states (such as Florida) with ad text similar to the following:

Bathing Suit Sale
Spring's here! Get ready for summer
Shop our huge selection of suits
www.example.com

Because AdWords allows you to customize your ad text, you could change the message slightly for another campaign targeting cold states in the Northeast:

Sick of the cold?
Start getting ready for summer with
our huge bathing suit sale!
www.example.com

And the possibilities for ad text customization don't stop there. Once summer arrives, you could change your ad text to be more appropriate for the summer season. At that point, something like this might work:

Summer Swimwear
Look great on the beach in summer's
hottest trends - don't miss out!
www.example.com

Remember, users visit your site when they are interested in what your ad text offers. By making the connection between your target audience, your ad, and your site as seamless as possible, you'll be most likely to turn users into customers.

Posted by Arielle, Inside AdWords crew