Classified ads can be a great way to get the word out about your products and services. But there are some hoops to jump, online and off, when dealing with classified advertisers to make sure you get your money's worth. For even if the ads are free to post, your time and effort has value. And you want to get some type of return on your investment (ROI).

To make the most of your classified ad effort, here are some tips. Note there are two sections below because the handling of online classifieds differs from offline classifieds.

Classified Ads in Print Media (Offline)

People mistakenly think they can place classifieds ads simply by filling out a print coupon found in a newspaper or even an online order form, submit your info with payment and sit back and wait for calls. Not!

What I've found, now note this is with my own companies' experiences, is the following:

• You often have to follow up initially to confirm receipt. Your ad may never get off the ground otherwise.

• You also need to follow up and ask for a proof (i.e. to see what your ad will look like BEFORE it's published). This is generally sent as an Adobe PDF document or faxed to you. You initial it, then return it. Skip this step and possibly say "Good-Bye!" to not only your ad dollars, but any potential traffic. Because I've seen THE best publications screw up ads so bad, it's frightening. They print incorrect phone numbers, URLs and emails that are messed up and more.

• Make your ad GOOD and read plenty of articles and marketing books to learn how to do this. You want a heading that grabs people, like, "Get Your Free Dog Food While Supplies Last!" You want people to take action (NOT buy from a tiny classified ad). So tell them to, "Visit MyURL (insert your own website link here) now and get your own free copy of our new report entitled, "The Best Food Storage Containers for Your Dog," immediately delivered to your email - no purchase necessary - yes!"

• Follow up and make sure your ads come out. Even if the advertisers say they give no "clips" (copies), follow up anyway. Call the papers and have them read your ad back. Look online for cyber-versions. Ask media to mail you copies of pages with your ad. And if the ad does NOT show up - or shows up wrong - get a refund or a replacement ad at no cost, so you do get an ROI.

Online Classified Ads

OK, online ads are easier. You pretty much enter your details, preview the ad, then submit - with or without payment, depending upon the site.

The tricky parts come with places that have lots of rules or just detailed ones that can drive you nuts. For example, some places only allow you to post every 48 hours, every 14 days or other timed manner.

Some places only allow you to post one ad in any category; i.e. do not post the same ad in multiple categories. Bummer if it only shows in one tiny city - -wow! That's a downside to this. What you do then is still follow the rules. Have several items you're selling, and keep an Excel spreadsheet of which ads you post where and when. Get a helper if you need to from online freelance sites like http://www.elance.com/

OK, what do you think? Please post your comments, sharing our own experiences with classified advertising. Maybe we can all help each other!