Experimenting With a New Text Link Advertising Vendor

Text Link Ads

I’ve been using the text link advertising platform  for several years now with good success.  However, I initially (and foolishly) submitted a request to include this blog in my inventory just after I launched the site. Naturally, traffic was low at that time so it was not accepted into their inventory. So I let the traffic build and the Alexa and Compete.com rankings catch up, and then attempted to resubmit the site two weeks ago. Unfortunately Text Link Ads is setup to reject any sites that were previously submitted and not approved. The system provides a message saying that someone will manually review the site for reconsideration. It appears this process isn’t actually occurring, at least not fast enough.


Based on my recent experience I decided to search for an alternative text link advertising provider.  I hadn’t previously heard of LinkWorth, but the site looked nice and the product was described intuitively. Additionally they offer a variety of advertising options including standard text links, inline links, sponsored content, and banner advertising. I always like to see a one-stop-shop approach. The sign up and site submission process was straightforward – so far so good.

About Text Link Advertising

In case you’re new to the topic of text link ads, essentially they’re just that…  Company A decides they want to pay for an ad on Website B. Why a text link and not a banner ad? 1) Some studies have shown that text links have higher click through rates.  2) Many Internet users have learned to ignore banner ads.  3) Text link ads can help pass on credibility and search engine ranking juice (i.e. Google Page Rank).  Google PR as it relates to text link ads has been a topic of much debate in the past, and Google previously excluded Text Link Ads from its ranking algorithm.

Next Steps

I’m anxious to give LinkWorth a test run and see how it performs. The big question mark is whether they will have a steady stream of advertisers to match with their partners (e.g. FatPurple). One of the things I like about Text Link Ads is that there seems to be a large enough variety of advertisers to meet most niche website content. I don’t plan on giving up Text Link Ads entirely (not yet anyway), but I’m hoping that LinkWorth will soon be the vendor of choice for this blog.

Follow Discussion

2 Responses to “Experimenting With a New Text Link Advertising Vendor”

  1. Sophie

    Text links have a higher click through rate because users think they are being passed to useful and informative content, not being sold something. This is a really sneaky and dishonest way to get people to click through to sales sites. People have learnt to ignore banner ads because they want content, so don’t trick them into clicking on an ad disguised as a link. Text link ads may ‘help pass on credibility and search engine ranking juice’ but they will destroy the credability of the site that uses them.

    Even if you’re just using this service to get people to your blog site, you shouldn’t encourage these businesses which erode the usability of the internet.

    I’m really shocked you think this is a good idea and I’m unsubscribing from your blog.

  2. Glen

    Sophie – sorry to see you go, but thanks for the comment. I’d like to clarify a bit further. I’m not advocating the use of inline links – popularized by companies like Kontera – that place sponsored links within the context of your content. I find that even when these links are visually distinguished from standard links, generally by using a different color and double underlines, they detract from usability and site quality. So yes I agree with you.

    However, using sponsored text links in a designated “sponsored links” area of your site is a different story. I plan on placing them in a clearly labeled section in the right column of this site. This is really no different than the use of Google Adsense/Adwords. Yes you can argue that Adsense detracts from the overall quality of a website, but some sites are created with the purpose of generating ad revenue. It’s one of the goals of this site. And Adsense isn’t going away anytime soon.

    It is possible to balance a variety of advertising techniques – including text links – and still maintain quality content and design.


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