Targeted ads have mostly missed the mark by a mile.
I tell advertisers to be present when I search for your product and be competitive. Flooding me with ads for a product just after I have made my purchase is futile. How many cases of toner do they think I want to buy after I bought a year's supply?
Your best advertising is by having an easy to navigate website with real content. If I am troubleshooting a laptop and need to find the hidden latch holding the keyboard in, brands that bury the info are not brands I would buy for myself.
When selecting lighting equipment for my church, I only bought equipment with operator and programming info readily available so we could see how it would be useful.
When selecting an ocilioscope, searching for minimum requirements often reveals additional features that used to cost lots of dollars for the propritory value added software. I am done with batteries not included features. Only products with fully functioning features are ever considered. Been down that road before. Bought a scope with a communications module. The software to simply transfer the screen shot to the PC was bundled in a mathlab type application for 1/2 the price of the scope as an option. That is a super fast way to loose sales. If a scope has a communications module, it should work without additonal purchase for basic functions such as a screen capture.
Too little info is often the reason for lost sales. Cripple ware hardware is useless.
Be clear in your sepecs. My old inkjet died and needed a replacement. Carts were specified for about 700 pages at 10% page coverage.
The salesman wanted to upgrade me to the printer that would do 900 pages per cart. Checked online. Cart was almost double the cost and the 900 pages was at 5% page coverage. In short the ink was almost 4X the cost. Salesman didn't bother to tell me the apples and oranges in page coverage. He probably didn't know. I did inform him and got another brand.
Consumers have noticed the cost of operation of many items such as Ink Jet printers and have opted for lower TCO options such as Laser printers instead, or using the cell phone and not printing at all. If you go though an $80 set of cartridges a month, it is very much noitced and use is evaluated.