Effective audience targeting in PPC advertising involves thorough keyword research. Businesses should identify and target relevant keywords that align with their products or services. Utilizing keyword match types, such as broad match, phrase match, and exact match, allows advertisers to control how closely the search query must match their chosen keywords. Additionally, use demographic targeting options and create compelling ad copy to resonate with the target audience. Consistent analysis and adjustment of keyword strategies help businesses reach their desired audience and maximize the impact of their PPC campaigns.