Why Text Ads Always Outperform Banner Ads Online

Many observers have been deeply puzzled and totally amazed at the amazing success of PPC (Pay-Per-Click) text ads. When you carefully look at these tiny text ads, they do not look anywhere near as attractive or as powerful as full color banner ads complete with special effects like moving text and images. So what is the secret?

Actually there are two major reasons or factors why PPC text ads have always outperformed banner ads and even PPC display ads. It is important that anybody with an online presence understands this factors because they will tend to have a huge impact on their success in online marketing activities.

On The Net, People Hate Advertising

The first is that these ugly tiny little ads have been effective because they do not look like ads. While in the offline world, most people tolerate advertisements while others even welcome them, the situation is very different online. On the net folks loathe anything that resembles advertising. One of the main reasons for this is that it tends to distract and thus waste the time of surfers. Imagine a situation where you are looking for some information on a certain subject and then you get bombarded by ads advertising something else which you are not immediately interested in?

Get the drift? This is the main reason why most advertising tends to be so annoying online and the real reason why even banner ads have such miserably low response rates. PPC text ads do not look like advertising. In fact they look more like content.

PPC Ads are Highly Targeted

The other huge advantage that PPC text ads have had is that because of their size, it has been fairly simple to make them very targeted. For instance you are using a search engine to retrieve some certain information and instead of having a distinct colorful display ad next to your results, you have tiny text right next to the results in exactly the same font and font size. The surfer has the power in this case to decide out of all results, including the PPC ads, which one is the most relevant.

So faced with a choice between using some bright, impressive banner ad or a few text lines, always remember that text ads are much more effective. This information should be especially useful to people involved in affiliate programs who often have to make a choice between using their affiliate banner ads or text ads.

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