Your headline should scream benefits that your product or service will provide potential customer. For example, if you are selling a foot massage machine, then tell your readers benefit in headline:

"Discover How To Reduce Sore Feet With Our Revolutionary Foot Massage Master!"

The headline is key aspect of your entire ad. You should spend countless hours trying to create and improve headline. If you do not get potential customer's attention with your headline, kiss sale goodbye.

The second step is to test body of your advertisement. You should use same headline, but with different bodies. It will be just a matter of time before you discover what is most profitable content to use.

The third step is to test your price. All customers are price sensitive and if you cannot convince them that your product or service is not worth price, you will not make sale.

One of biggest misconceptions is that advertisers believe that lower price they offer, more sales they will receive. This cannot be further from truth! If potential customers perceive that price of your product is a lot lower than they had expected, they might think your product is of poor quality or a scam.

One of best resources on determining what optimal price for your product or service should be is Ken Evoy's book "Make Your Price Sell."

http://myps.sitesell.com/coolcash.html

Other things that you should considers testing are your web site layout, order processing, colour schemes, long copy vs. short copy and many other items you feel could affect your ad.

Once you get results back from your testing, you will get you advertising right down to an exact science.

I highly recommend downloading Claude Hopkins' ebook "Scientific Advertising" to help you fully understand this topic.

You can get it free from our web site by going to:

http://www.freecoolcash.com/ebook.html

Good luck and happy testing!

To color on not to color:

The colors choice that you make for your ad graphic is very important as it can work for you or against you. You'll have to limit your palette to keep file size low and stay away from dark text on a dark background. Colors such a bright red and yellow tend to do better than drab colors like brown and gray.

Don't keep beating a dead banner:

The forementioned study also concluded that ad banners effectiveness increased noticiably when banners were frequently changed. You banner's response rates usually decrease by second to third time someone sees it. We recommend that you rotate several versions of your banners every few weeks.

KeyWords & Experimentation :

While words "Click Here" and "Free" are not magic bullets, they do often help a banner get a get better response rates. Of course, if you have nothing free to offer, don't use word "Free". We don't do "Trick" banners.

The bottom line is that making effective ad graphics can be very involved - experiment , keep good performance stats, enjoy creative process.