Good ads are hard to come by, but bad ads are everywhere. Every great ad may be unique but they share common qualities. Here’s a look at some qualities that make a good ad.

Memorable. Effective ads are memorable. If the viewer can’t recall your ad, it hasn’t worked.

Entertaining. Some ads are boring. Great ads aren’t. Tell a story. Make viewers laugh. Entertaining ads are memorable ads.

Engaging. Your ads need to grab someone’s attention or they aren’t being seen. Design, layout and copy can all affect who sees what and what is passed over.

Target. Place your ad in the right place. You need to target the right audience with your ad. Don’t place an ad for a new nightclub in an AARP magazine.

Brand. Show your brand. Your business needs to be identifiable. Don’t miss a good opportunity.