How to Precisely Target the Best US States and Affinity Audiences for Google PPC Campaigns...by Charles Dushek

 

The Methodology of Targeting Best US States to Run Google PPC AdWords

The Focus on this How-To Post is Online Selling of French Branded Consumer Goods to US Online Shoppers that are Francos (French) Origin...

This Blog Post is to Share Insights with fellow PPC Paid Search Campaign E-Commerce Managers and Marketing people.  My Post defines a process of utilizing Big Data Analytics in Excel Models to Target Specific Groups of US States for PPC Marketing, whereby these States have the strongest Cultural and/or Race Affinity Relevance for desiring to buy certain classes of Ethnic-Theme Consumer Goods.  In the following example, the Goods Line is French-based Consumer Branded Goods into the Strongest Demand US States for selling these French goods.

I analytically favor over-weighting PPC Ads over intense SEO initiatives, because I can exactly target my PPC Search Audiences to get low Bounce Rates (BRs), Higher Conversions and ROAS, whereas SEO blankets the Whole Marketplace yielding high BRs and Lower CTRs leading to lower Google rankings. 

Our Magento CMS Database holds customer data for every Online & POS order done over 8 years for Remarketing via Emailing & SQL Demographic Analytics.

In order to do Location-Targeting & Household-Income Targeting to the Optimal US States that have the Highest Franco Population Counts & Percentage Density, Plus the Highest HHI Levels, I use Big Data Analysis via MS Excel Modeling.

The Big Data Modeling Objective is to find the US States that hold the Highest-Percentage-Populations of a Cultural and/or Racial Audience for matching select cultural audiences with selected groups of Ethnic Consumer Goods when selling online D2C.  Very often, each Culture or Nationality, and Race Categories of Red, White, Tan, Brown, or Black have strong preferences in purchase certain affinity-based-goods in selecting product types & themes.

For our "Marché Provence Home Furnishings" we sell 15 different French Branded Category items that are designed and manufactured in France.  It is Axiomatic, that the most likely Affinity Group and Audiences are Francos in the US.  

Each Brand is showcased within a Separate Brand Category E-store. Segmentation of Multiple Brands on one website is similar to Marketing in an Omnichannel Platform, so that each the 15 Brand Product Categories provides for individual PPC Google Adwords Campaigns that have a Discrete "Home Landing Page" for each of the 15 French Brand PPC Ads categories mapped to each of 15 Brand Google Adwords Campaigns. This is a FIRST in innovation to synthesize Multi-Channel Sellers via an E-Commerce 15 Department-Store Universal Platform having "Just One" Carting and Checkout Functionality.

Wiki...French Americans or Franco-Americans (French: Franco-Américains), are citizens or nationals of the United States who identify themselves with having full or partial French or French Canadian heritage, ethnicity and/or ancestral ties.^[2][3][4] On the French-Canadians see French Canadian Americans.

It is Axiomatic, that individual Cultures and Races of people have a Natural Preference or Strong Liking for consumer goods that are native to their Culture and Race, hence the Geo-Targeting States that have high-density populations of these affinity classes enables us to direct Google AdWords Ads precisely to US Locations (States), which have the greatest numerical counts of targeted Cultural & Racial Heritage.

Further, to identify the targeted-shoppers of the Heritage, which have Above-Average Household Incomes (HHI), we merge the Big Data to a Paired-Approach, to select both the Key US States and the Top 50% HHI Households within those States, that equals "Best Targeted Audience" with Above-Average HHI, which for "Marché Provence Home Furnishings" is a 26-State Geo-Location for our French-based Brand Products.

In the Excel below, we see that there are 11,345,000 Francos living in the Top 26 States out of 15 million Francos across all 50 US States, and many more that number when considering that most households have two married adults, One a Franco & One a Non-Franco, that share Goods Affinity-Likes shopping online in the US across 26 of the Highest Franco-Density States.  The Total Annual Household Income of the US Franco-Population Households is $735 Billion, which equals 10% of the Total US HHI of $7.5 Trillion.  The US Pure-Franco Population yet is equal to only 3.5% of the total US Population. 

Hence, I target only the 26 US States for PPC AdWords Campaigns to reach the highest density of a Franco-Affinity Shopping Audience, and where this 3.5% of the US population earns 10% of the Total US HHI.

In fact, the KPIs of ROI, AOV, RPU, CR, CTR, ROAS, ROS and Customer Acquisition Count Growth is Top-Heavy in Mainly these Top 15 States we sell more aggressively (Higher Keyword Bids in PPC) into: California, Louisiana, Massachusetts, Michigan, New York, Texas, Florida, Illinois, Ohio, Connecticut, Maine, Wisconsin, New Hampshire, Washington, and Pennsylvania are 90% of our online sales revenues.

By Excluding the remaining 35 US States from PPC Ads, we avoid a huge degree of wasted Google Ads spend, which is unlikely to have adequate relevance for our French Products in States that have 3% or Less Franco populations.

(*It is of note that "Google Analytics will Not Push Nor Advise", audience-targeting/profiling of Culture or Race Inclusion or Exclusion, as it may imply to the public that Google is not acting Politically-Correct, and is Cultural & Racial Biased, in some way, if Google were to aid online sellers to Profile certain Cultures or Races as Target Audiences, to be either Included or Excluded in Google Ads Targeting.)

Our A & B Testing of Targeting "All of US States versus Selected Affinity Audiences regarding 26 Specific States" reduced Google PPC Spend to the 5-10% of Sales from a more generalized PPC Spend of 10-20% or even higher across all 50 US States, plus we achieved progressively growing AOV, as the Franco-Affinity Audience would do more extensive Cross-Purchases of French Goods over our 20 French-Brands Vendor Lines.

The 5 Best All-Around States for all Metrics in Selling French-Branded Products are: California, Florida, New York, Massachusetts, and Illinois for 60% of our sales revenues. The Top 15 US States yielded 90% of annual online sales using Google PPC Adwords Campaigns.  PPC Ads spend stayed in budget at 20% of PPC Driven Sales Revenues.

Hence, all States that have Low-Productivity (About 35 States) from Paid Search, we focus very intense Free SEO organic adds that have Keywords-Rich Meta Title and Meta-Description tagging.

More often than not, shoppers on Marché Provence Home Furnishings Cross-Shop and buy items from multiple sellers in a single-carted-order.  That is driven by our intentional common French Provence Cultural Products Theme, whereby our customers become quite devoted to buying many of our curated Brand Items to keep expanding the French Provence Culture & Designs Theme, across the decor of their Home Living Areas, Dining Tables, and French Wine & Cooking Cuisine that is highly prized by millions of Franco people.

The preceding KnowHow Post Overview for defining best Affinity & Cultural Audiences for PPC Marketing using Big Data Demographics Analysis and Excel modeling can be applied to a broad consumer goods marketplace situation.

SEO has the innate ability to create Macro-Coverage to present consumer goods to a universal (largest possibly population audience) and is a companion approach to using PPC for well-targeted Audiences and Locations.

Marche Provence Ranks 23 of 3500 Trustpilot Home, Decor, Fashion & Garden Online Companies

 

Marche Provence is in the Top 1% of US Top-Rated Businesses!

Chuck Dushek has the Customer-Satisfaction Knowhow to Position/Achieve a Consumer Products Retail B2C or D2C Enterprise into the Top 1% in 5-Stars Ranking at Trustpilot in One-Year or within Your Next 500 Customer Reviews!

The results create a very Targeted-Market approach for PPC ads campaigns to achieve high CTRs from search term relevancy Ad Impressions to the More Relevant shoppers/buyers, and high-performance in Conversion Actions by shoppers, such as: Direct Call-Ins, Online Order Entries, Phone-In Orders, Multi-Category Single-Carted Orders, and Single-Shipment Multi-Items Doorstep Deliveries.  

Source Go To: Marché Provence Home Furnishings  

Charles (Chuck) Dushek does PPC & SEO E-Commerce Marketing for Online Marketplaces and Hybrid-Model Online, Instore & Display Studio-Store Marketplace Platforms/Enterprises.  Please Contact me at: CharlesJDushek@gmail.com and Call or Text Chuck at 630-280-7510