Finding the Geographic & Demographic PPC Impact

The Rimm-Kaufman Group, Monday, August 31, 2009 4:45 PM
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In theory, catalogers know certain regions of the country and specific ZIP codes respond to catalog offers at a greater rate than average. Is there similar behavior in paid search?

That's what a Rimm-Kaufman Group study attempted to find out. Using Digital Element data, the company tied 3 million PPC clicks to their ZIP codes for one data set, and nearly 2 million click-throughs for the other, George Michie explains. He steps through the process of linking the census data with information on location, average household income, population, land area, average age, average home value, number of business addresses, number of residential addresses, and more. The results might surprise you.

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