Evaluate your GOALS: Before undertaking a campaign, consider the following:

• What would you like to accomplish with your ad campaign? Are you looking to generate brand awareness or conversions with your ad? A conversion is when a visitor to your web site takes a desired action. For example, a visitor makes a purchase, completes a form or downloads something.
• What are you offering to your potential customer?
• Why is your product or service unique?

Optimize the CONTENT of your ad:

• A call to action is crucial: 'Click Here', or 'Click Now!' - make this large and prominent to give the viewer an incentive to click.
• Keep your message personalized - address it to one person, not to masses of people.
• Explain the benefits of your product or service - how will it improve your prospect's life?
• Ask a question to get the viewer thinking - make sure that you target the question to the audience to get a 'yes'.
• Give away something valuable: offer the viewer something for 'free'.
• Give the readers a reason to act right away (for example - 'today only').
• Use Form Elements (drop down menus).
• Have an interactive ad. For example, have your viewer participate in a game or survey.

Think about creative WORDING:

• You only have a few moments to communicate, so use powerful, focused and simple words - such as 'free', 'unbelievable', etc.
• The fewer the words the better (be brief and to the point).
• Check your spelling and grammar.
• Think about font (use one or 2 fonts only), size of the font and colour - try 2 colours and track the results to see which one worked the best
• Try not to use capital letters, or more than one exclamation mark.
• Select words that will make people want to learn more. For example, 'Take a look!', 'Discover how', 'Don't miss out'.

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