This document discusses audience targeting and how it can be leveraged in pay-per-click campaigns. It provides examples of how to use remarketing lists, customer match, and dynamic search ads with audience targeting to improve conversions and increase revenue. Specifically, it shows how to create different audience segments from website data and CRM lists, then modify bids, keywords, and ads for each segment to better engage customers throughout their journey. While simple implementations can take less than an hour, fully utilizing audience targeting for large companies with many products and customer types requires significant ongoing management.