Too much reach and not enough frequency. Effective web advertising ensures that a good percentage of the target audience see the advert a suitable number of times.
	Selling the features rather than the benefits of what is being offered.
	Too much copy. Over cluttering adverts will dilute the main message.
	Not emphasizing the unique selling points.
	Using an image which does not clearly show explain the product / service.
	Giving up on advertising before it has had a chance to work. Avoid the quest for instant gratification.
	Changing your web advertising copy too frequently.
	Choosing the wrong media. What media works for one business may not work for others.
	The business owner does not always know best. Too much product knowledge does not allow the product to be viewed afresh.
	Too much priority on selective targeting. High coverage and frequency yield the best results for your web advertising campaign.