Advertisement cost money. And money is limited resources for most small business owners. Putting up an advertisement that doesn’t work means wasted money and time for the business. How can you ensure that your advertisement is giving you a high ROI?1. Never Sell Expensive Products With Small AdvertisementUsing small advertisement gives the perception that the price of your products is also small. This is alright when you are selling products / service of less than $100.What if you are selling something of higher value?Use a 2 stages approach. Attract your prospect with a low ticket item or give them something for free. Once they become your customer, you can upsell the higher value item.For example, placed an advertisement on giving a 50% discount on one of your low ticket item. Once the prospect comes to you, buy that item, you can promote the higher ticket item. Or collect their contacts so that you can continue to keep in touch with them.This works for online sales as well. That is why so many online marketers are giving out free reports, audio and videos etc.2. Study How Other Marketers Write Their Sales CopyLook at how they write, why the advertisement was written that way. What are the words used? How is the layout? What is the headline, sub-headline?Before I generate an advertisement, I actually studied at least ten to twenty sales copy related to my products.Look out for advertisement that you see frequently. If other businesses are using the same advertisement over and over again, chances are that advertisement is working for them. Pay special attention to those advertisement, study them in depth.3. Advertise In The Right PlaceIf you sell music products, advertisement in related publication or section. If you sell business services, advertisement in business magazines.DO NOT make the mistakes of advertising in the wrong place. I’ve seen a business seminar company advertise in the entertainment section of a newspaper. This is flushing money down the toilet bowl.4. Target Several Appropriate PublicationsStudy a few publication before you decide placing your advertisement on one. Observe the readers who read those publication. Who are they? Are they the target market you want to capture?Read the content of the publication. Is those content for the market you want?5. Advertise In More Than One Publication At A TimeYou need to create a synergize effort for your advertisement. Putting one at a time may have a very small effect. Placing few advertisement in different publication can create a huge impact.1 + 1 is not equal to 2. It’s equal to 4 or 5 or 11. You want to have the effect where readers see your business everywhere. You captured their mind in this way.6. Change Your Ad Copy If It Is Not WorkingThere is a saying, if it’s ain’t broken, don’t fix it. If your ad copy is giving you good result, don’t change anything.On the other hand, if it’s not giving you a result, do something. You have to quickly do a correction. The longer you wait, the more money you will lose in a non-working advertisement.7. Test Your AdvertisementYou can test your advertisements in some of the free or low cost online publication or classified. Place a few advertisement for two weeks on those free or low cost publication. Check the click through rate.You should have a rough idea on which headline, words, sentence and layout to use for your major campaign.8. Build Your DatabaseThis is the part where many small business owners miss out. Collecting database is the long term plan for any businesses. The cost of placing an advertisement is very high. Don’t you want to leverage on the advertisement that you placed?If you didn’t collect your customers’ contacts, you can only sell them once. When you collect their contacts, you can sell them over and over again. They become your lifetime customers. It lowers your acquisition cost of each customers on average.