As far as this example ad, placed for a ski area and vacation/resort market, there is a lot of value in this state breakout. It was found that this New Mexico area ad's top three states of interest were New Mexico, Texas and California. New Mexico interest is probably people in larger cities not too far away looking for a weekend getaway. This is also true for Texas interest, so the advertiser may want to place another ad, specifically targeting Texas cities, with a theme of "get away from the Dallas heat this weekend in the mountains." Or, "the closest Alpine ski area to Dallas/Fort Worth." Either way, the ad can be targeted quite effectively.
In the next step, the really interesting ability to see WHO clicked on the ad in some cases is displayed.
