The document provides 24 tips for online advertising including keeping the target customer in mind, using accurate ads, negative keywords, keyword targeting, mobile-preferred ads, conversion tracking, monitoring campaigns, remarketing, including keywords in ads, clear calls-to-action, targeting new devices, using text messages for local ads, various ad formats like text, images and video, using creativity and impressive language to draw attention and curiosity, high quality images and emotional appeal, communicative and thematic ads with credibility, drawing attention of the target market, and using effective headlines, words, formats, colors, typography and surprise elements.