If you watch the commercials on television, you’ll notice that they are almost always targetting a specific audience, which is determined by the time of the day and the programming that is playing when they are shown.  For instance, commercials for kids furniture, toys, and food almost always plays exclusively during cartoons and other kids’ shows, when kids are sure to be watching.

When planning your Internet marketing, you need to have the same approach.  In order to know where on the ‘Net to advertise, though, you need to profile your target market so that you can identify where they go when they’re online.

Sometimes the choice will be easy enough.  For example, Google Adwords lets you choose specific keywords for your ads.  The idea is that any time users search for those keywords, or read a site that uses your keywords, your ad will appear.  If your keywords are aptly chosen, readers will be more likely to click through to your site and possibly even become a customer.

Other times the decision won’t be so easy.  For instance, if you want to post a banner ad on a website or blog, you will need to be able to determine whether your target market is likely to frequent the site.  Otherwise, you are essentially throwing away your advertising dollars.

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