The more personalised your approach is, the more effective it will be. That’s because personalised ads will allow you to reach the right people, at the right time, with the right message. Believe it or not, you can target specific ages, genders, geographic locations. You can even include custom parameters like interests and attitudes! 3. Better measurement of results Can’t tell if your online marketing campaigns are working? Don’t know if your conversion rates are going up? If you’re a B2B marketer, this could spell trouble. In fact, 42% of B2B marketers state that the absence of quality B2B data is a big challenge to their lead generation efforts. Don’t worry, though. PPC advertising (when properly set up) will provide very clear data. To be fair, there’s no reason you can’t accomplish this with your SEO efforts as well via free tools like Google Analytics. But even without GA, Google Ads (or any major PPC platform) will have very strong and customisable data right in your administrative panel without any set up required. To find out for yourself, why not create an advertising campaign on Facebook? Once you’re ready with a campaign, you can access a dashboard where you can monitor what’s going on with your campaign. Refer to the image below. As you can see, for every advertising campaign, you can measure results such as your ad’s reach, impressions, the amount spent, and more. The Inbound Marketing Playbook / 10