As temperatures across the US have skyrocketed this summer, searches for warm weather fashion products have also soared. In the last month, searches for warm weather apparel and footwear correspond with the rising temperatures. When temperatures rise, searches for keywords like ‘short shorts', ‘sandals’ and ‘bathing suits’ do the same.

So make sure you are taking advantage of the heat wave (whether you're selling apparel or sprinklers) through your ad messaging and keyword bids. Search has always been about reaching engaged consumers with the right message, in the right place, at the right time. Advertisers should take advantage of what's on the minds of consumers -- even when that's something as basic as the weather.