1) Market to the people that are likely to be interested in your product. Do not mass market or waste money with mass marketing. Think of the success of Google AdSense that targets the audience.
2) You must monitor the results of your advertising, not just by the number of responses but also by the value of the sales.
3) Start adverts with a good headline! Your business name is only of interest to yourself. For example which adverts’ headline do you think will attract more attention?