In marketing, it is important to identify your targeted as well as potential customers. The more a company knows their customer base and the responses within the range of products (or services they’re offering) will enable them to target the correct audience as well as the correct product to offer. Correctly targeted products for the audience will yield the best results as well as generating more profit, eliminating costs associated with irrelevant advertising and loss of revenue due to incorrect marketing strategies.

In PPC, this is especially true because business owners are paying for the cost per click. Therefore it is best to know and understand the targeted potential customers to eliminate irrelevant ads, therefore maximizing the ROI (Return of Investment). Basically the higher number of leads will point to good sales and faster ROI for the company.