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Does Geography In PPC Matter?

George Michie believes smart PPC advertisers and agencies would do well to study the direct mail model, because the industry has been on the leading edge of data modeling since the 1970s. The cofounder of Rimm-Kaufman Group, a paid search marketing firm, tells us about research underway to determine if some "well-known truths" from the catalog industry apply to paid search.

The plan is to present the data to search engines in hopes of convincing them to design and add two additional tools that would allow PPC companies to manage programs better. Michie describes the tools as "population density settings," and "ZIP Code list tagging."

Read the whole story at Search Engine Land »

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