Another great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:

Keyword targeting

Uses keywords designed to direct visitors who are likely to be interested in your products and services.

  • Relevance: It is critical that the keywords you select are relevant to your company. Nothing angers a visitor more than being sent to a site that has nothing to do with his search. Even if the visitor leaves immediately, you’ve still paid for the click. The landing page for each PPC ad should be highly relevant to the search.
  • Matching options: You can specify whether to bid on broad match keywords, (e.g. a bid on “website design” will show your ads for the query “website design company”, but also “website design awards”, or narrow your targeting with phrase match and exact match. You can also specify negative keywords, (e.g. setting the negative keyword “jobs” in an ad group with the broad match keyword “website design” will display your ad for the query “website design company”, but not “website design jobs”.

Geographical targeting

If you are only looking to attract local customers, you can specify that your ad run only on results geared to your neighborhood, your city or your state (i.e. Bangkok Dentist).


Targeting with Pay-Per-Click allows you do deliver ads only at peak times for finding your potential clients and customers.

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