Advertisement using text-based hyperlinks.


Text-based ads, although common in email, have been dominated on the Web by their graphical-based counterparts.

Affiliate marketing is one area where text ads have flourished. However, many mainstream advertisers are only beginning to discover the power of text. Google has caused a buzz with its text advertising options, generating a self-proclaimed “click-through rate 4-5 times higher than industry standard for banner ads.”

While lacking some of the advantages of graphical ads, text-based ads have some powerful advantages of their own. They download almost instantly and are not affected by ad blocking software.

Related Terms

beyond the banner

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


Google : AdWords


Text Links – The Forgotten Placement
ClickZ (June 20, 2002)

Less is More: ASCII Might Trump Rich Media
EContent (May, 2002)

Designing Web Ads Using Click-Through Data (September 2, 2001)

Thinking Small Reaps Big Rewards
Guardian Unlimited (December 13, 2001)

Google Launches Self-Service Advertising Program
Google (October 23, 2000)

Eyetracking Study of Web Readers (May 14, 2000)