With Google Adsense, advertisers and publishers can choose to place either adverts in both text or graphic format. As advertisers decide to put Adsense into their website over banner advertising, the question still remains. Which is more effective for advertisers and which is better for publishers? On one hand, advertisers may feel that image adverts are more responsive yet less likely to stimulate a sale. There is an ongoing debate on which is better.
Out of the two formats, text ads are less intrusive. Does this mean that it is more effective? Consumers are used to graphic advertising from signing into free email accounts, and from using other web based services. They are so used to it until they are ignoring it nowadays. Through the adverts being untargeted, the consumer is used to brand advertising which they feel is generally less purposeful. This may cause the consumer to ignore the graphic advert from the assumption that it will be the same. With text ads, surfers are not forced to see them. But when they do see it, they are most likely to click on it. This is for a number of reasons, but the first is that they provide more information. Generally, someone who is reading text on a page is not going to be fully satisfied by what they read, and if they check Adsense adverts they will most likely read something which will further supplement whatever their intention is next. With an image advert, it is far more of a gamble for the surfer.
Graphic advertising is often paid per impression. This is because the advertiser may be trying to promote their brand, instead of promoting a specifically useful service. They therefore are assumed to have worse conversion rates, and with this text adverts are in the consumers eyes more effective. However, if the text contained within an advert was placed in graphic format, which would be the most effective? Well firstly it can assumed that the surfer will be more likely to view it, however if there were multiple image adverts appearing next to each other they may feel overwhelmed. Graphic adverts are also harder to regulate. Let's consider Google allowing adverts to be changed frequently and without regulation. The advertiser could claim affiliation from the website they are advertising on, and contain keywords such as "ipod" which cannot be contained within a text advert. Although more regulation and quality control could be in place, a pornographic image for example could be made to appear in an advertiser's adverts unknowingly.
You will also be able to get a broader market appeal with text ads, as advertisers don't generally have the in house resources to create an image advert, but do have the in house resources to write a text advert. This could mean that a wider array of advertisers find text advertising accessible, through text adverts being less burden on the advertiser, and it is easy for them to make any changes.
So, advertisers like to go for text ads.. They pay a CTR (click through rate) and only receive targeted traffic. This removes risks from businesses that previously had to worry that adverts were not only seen, but clicked on and stimulating sales. As CPC (Cost Per Click) is more relevant to text adverts, advertisers will be able to get more exposure.
The big brands are willing to advertise in both formats however the broad market appeal of text inevitably makes it the winner.
Out of the two formats, text ads are less intrusive. Does this mean that it is more effective? Consumers are used to graphic advertising from signing into free email accounts, and from using other web based services. They are so used to it until they are ignoring it nowadays. Through the adverts being untargeted, the consumer is used to brand advertising which they feel is generally less purposeful. This may cause the consumer to ignore the graphic advert from the assumption that it will be the same. With text ads, surfers are not forced to see them. But when they do see it, they are most likely to click on it. This is for a number of reasons, but the first is that they provide more information. Generally, someone who is reading text on a page is not going to be fully satisfied by what they read, and if they check Adsense adverts they will most likely read something which will further supplement whatever their intention is next. With an image advert, it is far more of a gamble for the surfer.
Graphic advertising is often paid per impression. This is because the advertiser may be trying to promote their brand, instead of promoting a specifically useful service. They therefore are assumed to have worse conversion rates, and with this text adverts are in the consumers eyes more effective. However, if the text contained within an advert was placed in graphic format, which would be the most effective? Well firstly it can assumed that the surfer will be more likely to view it, however if there were multiple image adverts appearing next to each other they may feel overwhelmed. Graphic adverts are also harder to regulate. Let's consider Google allowing adverts to be changed frequently and without regulation. The advertiser could claim affiliation from the website they are advertising on, and contain keywords such as "ipod" which cannot be contained within a text advert. Although more regulation and quality control could be in place, a pornographic image for example could be made to appear in an advertiser's adverts unknowingly.
You will also be able to get a broader market appeal with text ads, as advertisers don't generally have the in house resources to create an image advert, but do have the in house resources to write a text advert. This could mean that a wider array of advertisers find text advertising accessible, through text adverts being less burden on the advertiser, and it is easy for them to make any changes.
So, advertisers like to go for text ads.. They pay a CTR (click through rate) and only receive targeted traffic. This removes risks from businesses that previously had to worry that adverts were not only seen, but clicked on and stimulating sales. As CPC (Cost Per Click) is more relevant to text adverts, advertisers will be able to get more exposure.
The big brands are willing to advertise in both formats however the broad market appeal of text inevitably makes it the winner.
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