As more shoppers turn to online stores, advertisers naturally follow. The amount that companies are spending to promote their products online is increasing so quickly that Group M, a media purchasing and planning operation, has predicted that UK online advertising will overtake television ad spend in 2009.

What does this mean for your business? This is the perfect time to jump into online advertising, as publishers become more sophisticated and opportunities abound. Here are some tips to keep in mind.

1. Avoid overly aggressive ad formats. Web users have said over and over again that they hate pop-up ads, advertisements that automatically play audio files when the page is loaded, and other aggressive tactics. Don't drive away your potential customers.

2. Look for targeted ad placements. You'll have a much better response from potential customers if your ads are placed near relevant content, since the reader has already shown an interest in related topics.

3. Make your ads match your landing page. People will click on your advertisements because they want to learn more about a specific product or offer. Don't confuse them by dropping them off on a generic page of your site; instead, use the same colour, style, and phrases on the landing page as in the ads.

4. Give them a compelling reason to click. Your ads will be most successful if they include a clear benefit to the reader for clicking. A great deal, a sense of urgency, even a bit of mystery in your ads can vastly increase your traffic.

5. Don't overwhelm with ads. Make sure that your advertisements stand out from the crowd by being selective in your placements. Don't allow a site that looks like a low-quality spam site run your ads; that's not the kind of site your company wants to be associated with.

By following these tips, you'll be well positioned to take advantage of increased opportunities for advertisers by creating high-quality ads that will stand out from those of your competitors.