With iAd we're able to run campaigns that require the user, or the context your ad appears in, to meet a specific group of criteria so you can target your iAd at your ideal audience.
Finding your target audience can be complicated, as there are many influencing factors on who could be interested in your product or brand.
Note
Your target market may not necessarily be who you'd expect it to be or who you'd like it to be! So, make sure you're aware of whom you should be targeting before you launch your campaign.
If you've got an existing customer base, you can profile them to identify trends and common interests; consider giving customers short surveys and asking them questions, or holding focus groups. Although finding your target market is important, make sure that you don't annoy your existing customer base when trying to glean information from them!
You may want to adapt your market research once you know what targeting options are available to you. Let's take a look...