Use keyword variations (I say Turin, but you may say Torino...)

Once every four years, all eyes are focused on bobsledders, speed skaters, and ski jumpers as they take center stage to compete for Olympic gold. This year, Olympic glory is being achieved in the mountains of Turin, Italy...or is it Torino? Though Americans primarily refer to the city as Turin, the English translation of the Italian Torino, these two names for the Olympic city have become interchangeable during this year's competition.

So, what does this mean for AdWords advertisers? Well, it's a good reminder to always include keyword variations in your keyword list. If you're running an Olympics campaign for shirts, you want to ensure that you include both 'Turin Olympics shirts' as well as 'Torino Olympics shirts' in your keyword list. This will ensure that you reach your entire target audience.

Remember, you can always use the Keyword Tool to find additional variations. So, take a minute to add any relevant keyword variations to your account, and then sit back and enjoy a few more days of curling and figure skating.

Posted by Sarah, Inside AdWords crew