The AdSense gold rush, no doubt, benefits both advertisers and publishers but what it additionally offers is a choice: they could either release adverts in text or graphic format.
Adverts by AdSense are now over and above the outdated banner advertising (now known as ‘the monsters that swallowed the web’). What concerns the advertisers and publishers now is that which type of advert suits them the best.
Food for thought: Image adverts and text adverts, both possess their own pros and cons. When it comes to image adverts, consumers tend to get more involved in them, and respond faster. However, text adverts in contrast may adapt better than image adverts, but their response rates are minimal.
Text ads are proved to be less irksome to the consumers than graphic ads. But the latter does frequently appear on the internet as compared to the former. Users are now accustomed to bump into graphic ads when they use web-based services. This makes them ignore the worth or value of the very ads they come across on a usual basis. What’s more, the adverts may be random and may not interest the surfer at all. This adds on to their nescience, proving the ineffectiveness of graphic adverts.
As far as text adverts are concerned, surfers are not compelled to click them, unlike graphic ads. Since text ads are relatively less perceptible, some surfers may not even come across these ads. But in other cases, it is highly likely that text ads would receive more number of clicks, owing to the fact that information contained in those genuine links would interest the surfers to a great extent. A brief interpretation of what’s in the link could act as bait to the surfers who might be interested to know more, consequently clicking the AdSense ad, saving the surfer from the gamble of image adverts.
When an advertiser aims to promote a brand in place of a service, graphic advertising is what takes a firm stand. The payment in this respect is done per impression. However, their conversion rates are not up to par but text adverts indubitably better in this regard. But what if the graphic ads encapsulate the advert’s text? Would it make any difference? This depends on the number of adverts the surfer finds on the same page. Multiple adverts placed side by side might baffle the surfer, reducing the chances of clicks per ad.
Thinking of Graphic adverts as all doom and gloom, they are hard to manage. If Google permitted advert changes with no restrictions, advertisers could gain access from website owners to incorporate keywords that may have been difficult to include in text ads, like “IPhone”. Even with enforced regulations, graphic adverts could include sensitive content, which may be out of subject and this might occur without the consent of the administrator.
Apart from the facts mentioned above, text adverts have an upper hand in contrast to graphic adverts since the advertisers may not always be equipped with resources to craft image adverts. Furthermore, access to these resources need not be guaranteed at all times. Textual adverts, however, are found comparatively helpful to majority of advertisers because it is easy to access, upload and modify them on the go.
Coming to the cost margin, graphic adverts charge as high as $200 per ad but textual adverts are cost-efficient. Advertisers may strategically balance the cost of the adverts with these fixed prices in order to get profited. This would also benefit the publishers in return.
Text ads, in particular, are preferably used by advertisers for the reason that its pros outweigh its cons. To begin with, they pay a Click-through-rate (CTR) and receive targeted traffic which is essential for businesses using this facility who formerly were concerned with the visibility of the adverts and sales. Even if the CTR is not satisfactory, CPC, expanded as Cost per Click, makes sure that text adverts are reliable and marketable.
Apparently, the bottom line holds text adverts as a clear winner though major brands use both image adverts and text adverts, magnetizing the market spectators. But then again, the information and public appeal that text adverts triumph over leaves image adverts out of place.