Keys
Keys open the door and they lock the door. They can let people in and they can keep people out. It is up to the keeper of the keys to decide who to let in and who to keep out.
Online marketing and communication are just the same. PPC advertising can allow your business to reach those who you want to let in the door, and keep those who you want out. By choosing keywords and adding negative keywords, you can eliminate the chance of an intruder into your domain.
By allowing a certain group such as geographical targeting, you can filter your customers down to a simple area of the country that you want to be available to purchase your product. You won’t be spending as much money as you would if attempt a much broader approach and just allow anyone to buy or see your ad online. Not to mention the ROI will be much more rewarding if you capitalize with a focus.
Decide who should and shouldn’t be allowed in and market your product based on the expectations of the revenue you would like to gain. Trying to advertise to people who are not interested will only make you spend way more money than needed. Find out who your target audience is and advertise to them your superior product. Unlock the door to mass revenue while simultaneously straining out the disinterested customers.