PPC campaigns are very customizable and allow the advertiser to put together a roadmap around these variables:
1. The ad budget and the breakdown of that budget — With paid ads, one can choose how much of their budget they want to direct towards a given keyword.
2. The location of the ad — PPC ads also allow for a very specific targeting of the locations of your choice.
3. The timing of the ad — In addition to choosing the location and budget of the campaign, a PPC ad can be placed in front of your target audience at specific times of the day.
4. Demographic targeting — Arguably the most important variable of the PPC campaign is being able to choose the exact customer profile that you intend on targeting.