Marketers with small budgets can't afford to waste money when they advertise. In order to optimize your advertising dollars, you need to concentrate on how you can improve your ads and copy.



Here are some tips that might help:

Step 1: Define clear goals of your advertising campaign

The most important aspect of any advertising campaign is to have a clear objective in mind. You may be targeting a specific group of people, or your initial aim may be to target at least 1000 internet surfers. Have a well defined, clear purpose.

Step 2: Identify the most effective sites for achieving your goals

Sites that are most relevant to your product or service will, more than likely, be your best bet; but also consider larger sites or networks that can target the audience you're trying to reach. They can be very cost-effective. If you

have multiple products or services that appeal to various target markets, you'll have to consider sites that reach all of those various segments.

Step 3: Craft your message to fit the needs of the audience you're targeting

This comes down to understanding the audience of the sites you're advertising on. The message you use on a technology site to appeal to technologically savvy customers won't have the same appeal for visitors on a small-business site. Focus

your campaign.

Step 4: Content of your Ad

Pay particular attention to the content of the Ad. The content should be such that it clearly distinguishes your product or service from your competitors. Have a catchy headline. The headline is probably the most important part of the Ad ? It is what will initially catch the reader's attention.

Step 5: Formulate the specific promotional messages that correspond to your goals

The promotional messages should concentrate on the major selling points of your product or service and have a strong call-to-action.

Step 6: Make the desired action clearly visible

This certainly doesn't mean the desired action should necessarily blink, bounce or do flips, but it should be visible within an accepted format for the media you're using. In the case of the Internet, underlined text links, "click here" text entry boxes, and pull-down menus are all ways you can make the desired action clearly visible.

Step 7: Produce multiple versions of each ad

Create three or four versions of each ad, changing the promotional message, call-to-action, font faces and color schemes. This is especially important if you're doing price testing or gauging reaction to specific promotions. By

splitting your advertising buy among the various versions of your creative, you can then start to optimize your advertising dollars on the message that pulls best.

With these tips, you will not only be able to create a winning and profitable ad, but you will be able to create an effective ad that does what it is supposed to do ? sell your products and services.