Read an interesting article at http://searchengineland.com/ppc-lessons-from-the-catalog-industry-23229.
According to the author, people in rural areas respond to direct mail offers at a significantly higher rate than those in urban areas. Is the same true in Paid Search? The article gives a positive answer to this question. By looking at low population density states like Wyoming, Montana, Alaska, etc, they concluded that the quality of the traffic appears to be more than 60% higher than that of more urban states. (I am not so sure how they measure this 60%; I am interested in seeing the methodology).
Another factor catalog mailers have always known: the presence of retail stores matters. Not surprisingly, if you send a catalog full of terrific products to someone who lives near a physical store selling similar products, you’ll drive a lot of sales to that store. - I am really looking forward to working with a retail chain to testify this in Australia.