Every ZIP in the eight Great Lakes YouTube campaigns, judged by how long it actually takes to drive there, plus the ones nearby that nobody is buying.
A closer store reaches them sooner. The gap is real, not a rounding difference.
Two markets reach these in the same drive time, so the road network does not decide it. Worth settling deliberately rather than leaving to whichever list they landed in.
Currently targeted and more than sixty minutes from every Good Feet location.
Untargeted, within thirty minutes of a store. Income is shown against the market’s own footprint rather than a national line, so “below” means below what that campaign already buys.
Every ZIP in the eight campaigns, on the same income yardstick as the candidates above. Read the tail, not the halfway line: each market’s 100% is the median of this very list, so half of it sits below 100% by arithmetic and that means nothing. What is worth a look is a ZIP well under its own market’s profile. These are live ZIPs with a performance record this page cannot see, so a low number is a reason to go and check what one has returned — not a reason to cut it.
Drive time, not distance. Each store has 10, 20, 30, 45 and 60-minute isochrones built from the OpenStreetMap road network at free-flow speed. A ZIP belongs to the market whose nearest store reaches its centre soonest. Free-flow means no rush hour: the ranking between two markets rarely changes with traffic, but the absolute minutes are optimistic.
Centroids, not coverage. A ZIP is one point here. A large rural ZIP can have its centre in one band and half its households in another, which is what the wide flag marks. It bites hardest on a ZIP already sitting at the edge of a band.
Income is context, not a verdict. Median household income and the poverty rate describe who lives there; whether that suits a premium orthotic is a commercial call, and the table does not make it.
The flags, and why each one is there. Hover any of them for the figure behind it. in 2 campaigns two campaigns buy the same ZIP and bid against each other. institutional a tenth or more of the residents live in group quarters — a dormitory, prison or nursing home. They are not households an advert can sell to, and the Census leaves most of them out of the poverty count, so both percentages on that row describe a smaller population than the Residents column. campus median age under 26: the income reflects student enrolment rather than local living standards, and students are a poor fit for this product for reasons that have nothing to do with income. wide over 150 square miles, so the centre stands in badly for the households — see the point above. small base under a thousand residents, so the median moves easily. The candidates table leaves those out rather than recommend a buy on them; the table of what is already bought shows them, because the money is already being spent.
Cutting is a weaker argument than adding. A ZIP you do not buy has produced nothing, so income and drive time are all there is to go on and they are enough to justify a test. A ZIP you already buy has a record, and this page cannot see it. Low income is a reason to go and look at what a ZIP has returned, not a reason to drop it off the back of this table.
Performance is not in this. No ZIP here is ranked on what it has actually returned, because YouTube does not report conversions at ZIP level in this account. This is a geography and demographics argument, and it should lose to evidence of what converts.
Sixteen PMax campaigns are invisible. They target location groups and Google blocks the field, so this covers the YouTube lists only. A ZIP shown as untargeted may still be reached by PMax.