Specialtys of work with male and female audience

I noticed the fact that almost all ads look rather look similar, they all have the same style.I heard thats its terrible mistake use the same ads for men and women. I know and understand the reason , but I always forget about it when I create new ads cambaingst. Actually I would like to ask you if there any advices how to differentiate ads for female and male audience, maybe you know about popular mistakes.

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