1. A method comprising: receiving a search query string from a first user that is associated with a first location; wherein the first location is not included in the search query string; in response to receiving the search query string, selecting a first advertisement, from a plurality of advertisements, based at least in part on the first location; including the first advertisement in a web page that is sent to the first user; wherein said selecting said first advertisement, from the plurality of advertisements, is further based, at least in part, on a particular word in the search query string; wherein the plurality of advertisements includes a second advertisement associated with the particular word and a second location; wherein the second location is distinct from the first location; receiving a second search query string, that includes the particular word, and that is from a second user that is associated with the second location; in response to receiving the second search query string, selecting the second advertisement from the plurality of advertisements, based at least in part on the second location; and including the second advertisement in a second web page that is sent to the second user; wherein the method is performed by one or more computing devices.