Here’s a neat little trick I’ve used to get a slight edge over ad competitors.
If you use granular geotargeting settings in Google or Yahoo (i.e. targeting to the state, metro area, or city level), the search engines append an extra line of ad text to every text ad to indicate the area you’re targeting. Here’s an example:
Note the addition of “Texas” as the last line of ad text. It works in Yahoo, too:
So what does this mean for advertising? Keep in mind that just because you aren’t in a physical location, it doesn’t mean that you can’t use geotargeting to make it appear that you’re a local vendor. People may be more likely to click on your ad if they think you’re a local. Also, any time you can get some additional factor in your ads that distinguishes you from the other results, it will generally get more eyeballs on your ad instead of the others.
A simple solution is to take off the default “United States” setting for your geotargeting, and target all 50 states at the state level. That way, you get nationwide coverage, but you also get that neat little line of geographic ad text on all of your ads.