To efficiently reach the best potential customers and successfully market to them, you need to make sure your online advertising is compelling and effective. To insure your online ad is a winner, make sure it scores well on this online ad checklist.

* Format – does your ad conform to IAB size guidelines? Does it use rich media and sound? Make sure your ad is formatted in a way that makes it enjoyable to view.

* Ad copy – make sure the copy effectively communicates your selling message. Start with a compelling headline and go from there.

* Landing pages – use unique landing pages customized for each creative execution, so you can target your campaign and analyze the results.

* Registration/purchase process – streamline the process to minimize the steps viewers have to take to respond.

* Make sure the ad is competitive – examine competitive ads in your product category and make sure your ad meets and beats them.

Work with your agency or web design firm to create effective ads that will boost your business.