That is why one should always check four major points when building any advertising campaign.

1 - Starting with your ad copy you should rework it until all the points you are trying to make are clearly explained. Get others to review it for possible problems you may not see. The ad is what represents you and so must be very persuasive.

If you are not sure you could write effectively enough then hire a copywriter to create it for you. Of all the elements of your campaign this one would be the one most likely to require investing in to get right.

2 - After you have written and tweaked your ad till it is ready to grab any potential customer, you need to determine where you are going to place the ad. You have to target the subject of your ad to the places where people interested in that subject are going to be looking.

The more focused your target audience is on the type of product or service you are offering the greater the response rate. While a general interest item might appeal to everyone, placing such an ad in a business newsletter would defeat the purpose as the readers would be in business mode while reading it. Popular advertising venues do not always mean the greatest results.

3 - The timing of your ad is also very important. Setting it up to run on the weekend has been shown to gain fewer responses because so many people are in recreation mode then and less likely to buy. The only real exception to this rule is in the retail sector at mortar and brick stores where weekend sales flourish.

Summertime is also a slower period for advertising as so many people have vacations or family concerns to fill their time. However, if a local or national event comes up that relates to your product, jump on it as fast as you can.

4 - Finally you have to remember to keep running your ads frequently. Repetition is the way to having your name or product remembered. Studies have shown that people don't always even notice and respond to any given advertisement until they have seen it between seven and twelve times.

Just like the major product companies like automobiles, carbonated drinks and fast food restaurants you have to keep your name in front of the people. It doesn't matter that you are a world famous product, if your name and advertising doesn't keep reminding people to purchase then sales will fall!

Do not worry that you don't have the budget of a large corporation to advertise with. There are many ways to get exposure on the web without breaking you up.

Traffic exchanges are one good free to low cost form of advertising. Trading ads with other webmasters can increase your potential customer base and can set the stage for joint venture advertising projects as well.