For one, the ability to choose precisely the keywords you want to target means that your advertising will be able to directly reach the audience you want to speak to. People will be able to seek out your brand when they are actively looking to learn more about the subject or to purchase a product or service similar that you sell. At the same time, Google Ads marketing can actually be used as a way to test the effectiveness and viability of a certain keyword, so that you can later choose to target it naturally with SEO. On top of all this, Google Ads marketing has all the usual features of PPC – it allows you to set a precise budget and to decide how much you are willing to pay for each unique visitor to your site. If you can calculate customer lifetime value, then you can ensure that you pay less for visitors than you will ultimately receive in return, then you can invest with the confidence that you will be able to make a profit.