The reach of the web is infinite… this can be a positive or a negative when it comes to advertising online. Pay per click campaigns effectively allow you to have control over who you want to target, when, where, and for how ever much you want to invest. Targeting the twenty-something first time buyer? Targeting the leisure traveler?

Don’t think that you have to have one campaign out there to attempt to reach both. Split your campaigns up and have them rotate with each other. Select keywords that each demographic would possibly use when searching.
Want to focus in a particular area? Geo-target your keywords upfront: ‘washington dc condos’. Write ad copy that specifically connects with each market you are advertising to. Expand your reach within the search engine networks to promote your message on websites where your audience frequents. Now you’re ready to launch.