A study that the Rimm-Kaufman Group Digital Element, and used it to tie 3 million PPC clicks to their zip codes for one data set, and nearly 2 million click-throughs for the other.
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"We then tied each zip code to census data we purchased which provided information about the location, average household income, population, land area, average age, average home value, number of business addresses, number of residential addresses, etc."
"It may be much more predictive for financial institutions trying to anticipate lead values, and it may have tremendous value for advertisers to have this information on their websites to target offers appropriately, note store locations and local offers, etc," adds Kichie. "But for national retailers, it appears that the person in rural Arizona searching for a leather ottoman is no more, or less likely to buy it than the person in downtown Chicago."
The Rimm Kaufman Group did find that people in rural areas were more likely to conduct searches than average. These people, as well as those in densely populated urban areas are more likely to use PPC than people in suburban towns, the group concludes.
More on the findings as well as the methodology used for this study can be found
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Geography Not Too Valuable in PPC Bid Management
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