AdWords has just pulled the wraps off their new Enhanced Campaign program and it’s pretty special if you can figure it all out.
The basic premise is this: people searching the same keyword have different needs depending on the time of day, location and the device they’re using.
The example they use is takeout pizza.
This young couple has just moved into their new home so they don’t have the kitchen set up and they don’t know the area. The man uses his PC at home (apparently they do have wireless hooked up) to search for pizza delivery. He gets an ad for Saratoga pizza with a direct link to order online.