Businesses Missing Mark on America First Shopper Opportunities

BY Courtney Huckabay

According to an August 2016 article by the Made in America Movement: Google searches for “Made in USA” and “Made in America” have climbed sharply from just a few years ago. In May 2016, “Made in USA” hit 94 on a 100-​point scale, indicating peak search interest.

"Country of manufacture is super-​important, because in order to state that a product is “Made in the USA,” a company has to comply with the Federal Trade Commission’s Made in USA standard, in that “the product must be ‘all or virtually all’ made in the U.S.”

The new AudienceSCAN survey revealed America First Shoppers are 49% less likely than average shoppers to go past the first page of search results when looking for products.

"Not only do consumers have to find the companies that manufacture products in the U.S., but the onus is on them to confirm country of manufacture is indeed the U.S., because website messaging can be vague or misleading," Dianna Huff wrote for Search Engine Land.

Here are Huff's recommendations for helping your local businesses prominently display and promote their Made in the USA offerings. You local retailers might be missing a huge opportunity to target America First Shoppers!

Search ads and listings

"The number one way to capture “Made in USA” searches is to add this wording to your PPC ad headlines and landing page title tags. As you can see from the search results I showed, the “Made in USA” message stands out precisely because it matches the search query. You can also use the “Made in USA” message in the ad description, callout extensions and site links, as well as the html description tag."

Making sure consumers can find your advertisers through top-​notch SEM and SEO strategies should be high priority. The new AudienceSCAN study found 40.3% of America First Shoppers took action based on sponsored search results (like on Google, Yahoo or Bing) in the past month.

Landing pages

Made in USA” ads and organic listings should take consumers to dedicated “Made in USA” landing pages. These pages should specifically state the company either manufactures its products in the U.S. or the branded products listed have been verified by the reseller as Made in the U.S."

Product pages

"To make it easier for consumers looking for Made in the USA products (and to comply with the FTC standard), companies should specifically state “Country of Manufacture” for all the components that comprise a product."

Content marketing

"One way a company can confirm country of manufacture for consumers is through storytelling — namely, using video, photos and copy — to show how the company’s goods are made and where."

According to new AudienceSCAN data, America First Shoppers are 80% more likely than average to read blogs every day.


"It can be difficult to find U.S.-made goods in the stores unless you know which brands to buy. And, many companies that make things in the U.S. sell direct to consumers in order to keep costs in check and remain competitive. One way companies, or the agencies marketing them, can reach consumers is through good old-​fashioned PR — aka articles in publications, blogs and so on."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.