This point is tactical. It is reality, not theoretical. For instance, you may want to serve rich doctors. But if your ads are being displayed to nursing students, your offer will fall on deaf ears, no matter how good it is. Main point: you want to make sure you can target your ideal audience easily. (Clarifying point - there is no issue wanting to serve rich doctors, they are easy to find. This is just illustrative that your promotions must be served to the right audience). 4) Growing
