Writing ads is a skill you must master if you wish your online business to prosper. There has been a lot written about writing effective ads. Sometimes what might be considered a bad ad by the pros is one that actually works. Why you might ask? Different styles appeal to different people, and you have to realize, that while the web might provide a level playing field for entrepreneurs, the likes and dislikes of potential customers vary widely.

While "Glitz", and exaggerated earnings claims might appeal to some, to others it is a turn off. Wild claims about earnings potential might gather some prospects, but will be an automatic "click away" for others who prefer a low key approach. You must experiment with different ad copy, and keep records of what is drawing.

There are many ways to do this, and some suggest that you have multiple web sites geared towards ads that are running. In your ads, you point your visitors to different sites and by keeping accurate statistics, you can see which ads are working.

But here is the dilemma. Depending on any number of factors, visitors could be coming from places other than your ads, and the results might be misleading. If, for example, a search engine picks up on one site and gives it a high rating, and not the other. You will obviously have more visitors to the site that has been indexed.

Bluntly, hits to your web site don't really count - sales do. Your first job however, is to get visitors to your site. This is done through a variety of methods, including advertising, the use of search engines and email. Once you get them there, you must then sell them on your product. On our web sites, we have an "after sale" questionnaire and we simply ask them how they found us. Now these people have decided to do business with us, and their answers will most likely be truthful. We then log this information, it helps us determine what advertising is working, and what brought them to our web site.

Ads that don't appear to be pulling, we modify until we start seeing positive results. One of the best places to test your ads is in ezine publications that are highly targeted toward your potential customers. I don't recommend ads in publications that are not targeted to your prospects. Unless you have a very generalized product, the return you get in these will most likely be minimal. More importantly, you won't get sufficient information to determine if the actual copy is working.

Many people have been advertising in the same ezines for years. Remember that there is some "thrashing" that occurs, and some people drop off the subscription list for the publication, but others are added. This gives you a constant new group of people who will read your ad every time it is published.

Experienced online entrepreneurs will even keep the same copy year after year if it is pulling. It usually takes 5 to 7 exposures anyway until your product or service receives "brand identification". When someone is willing to buy if you have the proper ad, they will remember it.