A successful marketer plans his work by understanding the needs of a selected group, as his/her products/services would not satisfy the needs of all the people. In brick-and-mortar businesses, this would be the segmentation. The same principle applies in e-marketing too. Before selling, the marketer needs to know who the target group is.

Targeted PPC advertising works by selecting the target group and attracting the group's attention by well-crafted messages. By targeting the group and preparing the advertisement and the website, the advertiser pre-qualifies the customers and is ensured that the chances of users seeing the advertisement click through the advertisement would be high. So targeting is effective in converting searchers into viewers. The journey is far from over as, once search to view is complete, the website has to be persuasive about the products to make the viewer into a respondent and finally a customer.

The advantages of targeted advertising are the high conversion rates of the searches into viewers as against the untargeted ones, where everyone would see it without clicking through it. Further the advertisement pre-qualifies the customers thereby reducing the cost to acquisition of a customer.

A web host should host only those advertiseme

nts related to its contents, for instance a music related site can host advertising services for music related products like CD, etc and not about pet food unless the website assumes every music lover owns a pet. Similarly, in a search engine, an advertiser should bid for those keywords which are related to the products/services, for instance, a real estate in New York shouldn't compete for the keywords 'real estate+ Chicago' unless he/she intends to sell in that area.

Just as a shooter aims at a target, an advertiser has to select the target. As every click drains the advertisement budget, it is wise to know that every click returns on the investment by targeting only those users whose chances of becoming a customer are high.

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