1. Use capital letters at the beginning of every word in your headline. This simple technique puts emphasis on the headline and draws attention to it. 2. Ask people a question in your ad. In school, we were all taught to answer questions so this is a very effective technique to keep them hooked to your ad. 3. Use the color red for your headline and sub headlines. Tests have shown that red headlines out pull other colors many times over. Red is a color of passion, so it draws attention immediately. 4. Bold or italicize your keywords for added emphasis. If all your words looked the same, your ad will become very monotonous so use these simple techniques to spice up your ad. 5. Use lots of white space in your ad. This keeps your ad looking neat and uncluttered. A cluttered ad is a poor ad!
I also suggest using Impact PopUp or similar software, it may be very effective and can be bought on ebay for few bucks now, and despite it has "popup" in the name it is not a kind popup that we are irretated with.