Small business owners are constantly looking for ways to improve their marketing efforts. One way to save money on your marketing campaigns and improve results is by targeting your efforts.

As the name suggests, targeting your ads means sending them only to people who are interested in your product or service. These people are far more likely to make a purchase, meaning you get a better return on your ad dollar. But how do you reach these people?

Start looking at sites that cater to people who are already interested in your offerings. You can purchase display ads (banner or button advertisements) on these sites, or you may be able to purchase cost-per-click (CPC) advertising.

Bear in mind that targeted CPC advertising will cost much more than just general CPC ads. Essentially, you are paying more to reach a "qualified" audience. But even though targeted CPC ads cost incrementally more, you can still come out ahead, as targeted ads almost always result in more sales than untargeted ads.