I think it is safe to say that no one starts out trying to create a bad advertisement. But lets face it, it happens all the time. To ensure you create the most effective ads possible, always consider the following criteria:

1. A successful ad has a high degree of visual appeal. An ad must be developed so that one component grabs the reader’s attention–whether it’s a headline, graphic, or copy. Having a little "white space" doesn’t hurt either.

2. A successful ad is targeted to a specific audience. By using a combination of a visual and headline you want your ad to say, "Look! This ad’s for you."

3. A successful ad invites the reader into the scene. The ad must be visually compelling enough to interest your target audience so they take the time to understand what you are trying to say.

4. A successful ad promises a reward. Give your audience a specific benefit that will appeal to them immediately. If you don’t they will move on.

5. A successful ad backs up the promise. Provide evidence in the copy.

6. A successful ad presents the selling proposition in sequence. Make sure the layout leads your audience through the ad in a logical manner.

7. A successful ad talks directly to the person viewing it. Copy is more impact when it conversational and speaks directly to your readers. Avoid jargon and industry buzz words at all cost.

8. Successful advertising is easy to read.

9. A successful ad emphasizes the service, not the source. Get your readers interested in buying your product or service before you tell them where to buy it.

10. A successful ad reflects the character of your company. Your ads should be an extension of your firm’s brand. Make sure your ads reflect the character of your company.

11. A successful lead generation ad is focused on the offer with the visual, headline, and copy. Don’t make the mistake of thinking your concept is so great you can bury the offer at the end of the copy.

Following these criteria, as well as being focused, not having more then one objective for the ad, will help you communicate more effectively and create more impactful ads.