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Most means of general marketing (television advertising, magazine adverts, etc) will only ever appeal to 10 - 25% of the public, hence meaning that 75 - 90% of your marketing funds are being spent on people that are never going to buy from you. PPC is very different as every single penny and cent can be spent effectively only on potential clients.
A well structured PPC account will only ever shown adverts to clients interested in that business sector and the most attractive thing