Targeting ads to specific consumer demographics can give small and mid-size businesses better leads to close the deal, according to Carrie Hill. If you already run a PPC campaign and know the
demographic groups you want to target, Hill provides tips on getting started.
Narrowing the target audience for a specific product or service could reduce the price of cost per clicks and traffic volume, but conversions should increase because you are showing your ads to people who will likely buy, Hill writes. She provides a brief tutorial of how to do demographic targeting on Google AdWords, MSN AdCenter, and social networks Twitter, Facebook, among others.