Advertising is a process, not an event. Basically this means four things.

(1) Your copy has to be fabulous. (2) Your placement has to be right on target. (3) Your timing has to be impeccable. (4) You must repeat your ads regularly.

The one thing that most people don't consider that dooms their ads to failure is that all four elements in process must be in place.

Let's go through them individually to get some clarification and ensure your ads get response they should.

-- Your Copy Has To Be Fabulous --

Copy, especially with online advertising, is a primary concern. It has to grab. It has to push those emotional triggers. It has to stand out from crowd in order to be seen. This normally means using a benefits-oriented approach.

When you speak to your customers through your advertising, your primary goal should be to answer two questions. "So what?" and "What's in it for me?"

-- Your Placement Has To Be Right On Target --

Just because ezines, newsletters or Web sites you chose to place your ad with are popular doesn't mean your target audience frequents them. For example, let's say Worldwide Marketing Ezine has over 100,000 subscribers and everybody you know reads it like Bible. You may be tempted to place an ad with them thinking you'll get a huge response. But if your product is an ebook that deals with gardening, you are most likely wasting your time and money.

When people read Worldwide Marketing Ezine, their focus is on business and promotions, not gardening. Yes, some of these people may be avid gardeners, but throwing a gardening ad at them while they are in "marketing mode" won't get you response you want. A better idea is to seek out ezines that cater to gardening enthusiasts. That way, your ad will be placed in front of people who have an interest in gardening - while they are in "gardening mode".

-- Your Timing Has To Be Impeccable --

There are some general "timing" rules that apply in advertising.

Search engines still read text. That text still has to be relevant to site. Keywords are text and must be placed strategically throughout your site. Those keywords within text are still determining factor on how high you go up search engine ladder.

While many engines now place no relevancy whatsoever on keyword META tag itself, there are still plenty of places - legal ones - to insert keywords in order to boost your rankings.

Keep this list handy when writing copy for your site pages. It will help you get biggest bang for your search engine buck.

1. In your URL.

Putting a keyword or keyphrase within your URL (domain name) counts for major points!

2. In your page link names.

Rather than using a link in your navigation bar like "services", add a keyword to that page link. If you are a marketing consultant, you could put "marketingservices" instead.

3. In links throughout copy.