Are In Text Ads Relevant to the Content?

Yes, In Text Advertising is a form of Contextual Advertising

I was browsing through a magazine – a real one with paper pages – and noticed a lifestyle article about a new mattress that uses three-dimensions. Well, I wondered, don’t most mattresses have three dimensions? But then, on the next page, a full-page advertisement announced a new 3D mattress. Hmm… was that a coincidence? Of course not. The magazine sold the mattress ad and probably added an editorial article about the new technology. Most magazines try to separate editorial content from advertising, to keep appearance of professional writing. Separation of paid-for ads and actual content is considered ethical. In this instance, they were not that subtle. But wait, what’s so wrong about relevant ads? There seem to be a big difference in our expectations between the offline world and the online arena. While in traditional paper publications we prefer content which is clear of advertising interests, when it comes to the Internet, we actually expect the ads surrounding the content to be highly relevant to the content.

As website publishers we in fact insist of showing the most relevant ads, hoping they will yield higher click-through rates and revenues. The visitors somehow accept this as being supplemental to the content. Google AdSense ads are responsible for this revolution. Since the ads are placed through automated algorithms, we don’t see them as affecting the editorial considerations of the publisher. Moreover, if the ads are not relevant, we usually complain about it.

In text advertising is a form of contextual advertising. As such, in text ads are attached to hooks – highlighted terms within the content – and they are relevant to the terms and the content of the page. So, if your question is simply – are in text ads relevant? The answer is positive. Yes, in text ads are relevant to your content. But since there are examples where they are less relevant, this question calls for some further discussion.

No Perfect Guarantees

One of the publishers I’ve been working with has integrated in text ads for the first time. During the first month, we served ads to no less than 20 million unique visitors. When summarizing the first month’s results, the publisher was generally very happy with the revenues and feedback, but he highlighted one email from a frequent visitor, who complained about an ad that was not relevant. My first response to the complaint was – Great, this is good news! How come? Simple. It’s true that an irrelevant ad is not a good user experience. But, if we had one complaint out of 20 million visitors, we have a very good success ratio. There are no guarantees that any contextual advertising technology would be perfect. There’s nothing like a bullet-proof method with perfect relevance, not even Google AdSense, and as long as the vast majority of ads are relevant, this should suffice.

Is it really not relevant?

In text ads can be less relevant when the content is not focused. Any contextual algorithm, as smart as it can be, would have problems with pages that are a mix of issues. In such cases, the ad should at least be relevant to the hook – the highlighted term.

Another factor that can reduce relevancy is geography. When the visitor comes from a country with less online advertising, it could be difficult to match the ads with high relevancy. To improve this, make sure with your provider that he has enough advertising coverage in the countries where your most important visitors come from, and be tolerant to less relevant ads in other regions.

Last but not least, relevancy is in the eye of the advertiser. While you may think that an ad is not relevant, take into consideration that the advertiser has specifically chosen to match the ad to the term and context. A professional in text ads provider only places ads with direct response to advertising campaigns which target context and terms. For example, if the chosen term was “London Hotel”, you would probably expect a travel ad. But then, if you see an ad for a t-shirt website, don’t be alarmed. It could be that this t-shirt website is now selling new Madonna merchandise, and Madonna is on her way to a big concert in London; hence, the advertiser is trying to target tourists who head to London for the show.

Are your Hooks Relevant?

In addition to measuring the relevancy of the ads to the content, another important factor would be the relevancy of the highlighted terms to the content. Before any visitor hovers over an ad, visitors show interest in links which are relevant to the content. When the highlighted terms are relevant, you should see higher rates of hovers. Matching the ads themselves comes next. So first, ask yourself – are the terms relevant? This should be a good start.

You can improve In Text Ads Relevancy

In these cases when you still feel that the in text ads on your website are not relevant enough, consider the following options. First, calculate how serious this issue is. If you’re thinking about just a few ads out of thousands, then it’s probably not a serious problem. Second, consider the context and the geography – the more focused the content, and the bigger the market for online advertising in this country, the higher the relevance should be. If the market is not that big and the content is not very focused, achieving high relevancy would be difficult. Third, look from the advertiser’s point of view – he thought the ad is relevant, so try to understand it.

If, after considering these options, you still feel that the ads are not relevant, then it’s time to contact your in text ads provider. There’s much you can do together. Your provider can work with you to improve the algorithm and customize it to your website, direct specific advertisers to your website, and assist you with monitoring and analyzing results. After all, it is contextual advertising.

Ask Yourself: Are You Relevant?

I have been thinking about this for quite a while. Have you ever asked yourself the question: Am I relevant?

What does it mean to be relevant? When I ask myself this question I think of the people I look to when I have a question. If I reach out for an answer from someone; I must believe in one way or another they have relevance to the answer I want or need.

If I have a problem with my car, in most cases, I typically will not go to my banker for an answer. I don’t go to my banker because I do not feel this individual is relevant to my question. On the other hand, I would not go to my doctor if I wanted an answer regarding a Certificate of Deposit or CD (not to be confused with a music CD). And I would not go to my auto mechanic if I had a back problem.

When we have questions we look to those who can possibly help.

Taking the scenarios above one step further; I might go to my mechanic when I have a back problem if I’m looking for a referral and I know my mechanic recently experienced back problems and the doctor had remedied the situation. My mechanic just became relevant because of recent experience and knowledge of someone who might be able to help me.

The same goes for the other scenarios above; there may be relevance but a different kind of relevance; they may not have the answer, but may have the ability to lead you to the answer.

Now we go back to the initial question. Are you relevant? Do people look to you for answers to their questions? Do they look to you when they need a referral? Do friends, family, co-workers, customers, supervisors, etc. turn to you when they are looking for answers?

For example if you work on a manufacturing line, do people come to you with questions regarding the operation of the line; if so, at least this individual believes you to be relevant. In this manufacturing role; do supervisors or managers ever come to you with questions regarding the line or seeking advice on the operations of the line; if so, you are relevant to even more people and to people who may be higher than you in the organization.

Maybe the questions presented to you are not directly related to your job or maybe they are completely unrelated; meaning you are considered a relevant or reliable source about something other than your day-to-day work. You may have relevance because of a hobby, a sport’s interest, family experience, visiting a certain city or area of the country; whatever it is something where people look to you for answers; makes you relevant.

Why is this important; you may be trying to advance your career and being recognized as relevant can go a long way toward reaching your career objective or current goal? You may be starting a business and relevance to your customers is critical to the success of your business.

The information you possess may make you relevant to other individuals or groups that are attempting to solve a problem and you are able to expedite the process because of your knowledge. These individuals may be prospective customers, suppliers, business partners, or may simply be someone who works – as Malcolm Gladwell identifies in his book, “The Tipping Point” – as a connector; one who brings others together.

Possessing knowledge or additional information makes you special and makes you someone people want to know better, you have become a person of interest.

How to Get Construction Financing

Are you interested in a construction mortgage? There are two types of construction mortgages that you can go for: completion construction mortgage and progress draw construction loan.

Completion construction mortgage

You should apply for this loan when you are purchasing your home from a qualified builder at a fixed price upon completion of the building.

There are two types of this loan:

All-in one construction loan: this is a simple loan that offers you a one rate for both the construction process and the financing that comes at the end. When you take this loan you need to repay it within one year. You should note that you have to pay a penalty if you go over the time limit.

Purchase plus improvement: this is the one that you get when you buy a home that needs to be taken good care of. The contractor needs to keep on making the improvements that you ask him/her to do and you should only accept the building once you are satisfied with the improvements.

Both of these construction loans have a number of features:

The builder has to own the lot where the home is to be built
The builder can request for money only when the home is 100% complete.
The lender may require an appraisal before, during, and after the construction. This is to ensure that the home is worth the amount being mortgaged
You need to make a down payment-which can be made in a series of installments
Since the loan is almost similar to a resale property mortgage, the mortgage agent won’t require an administration fee in order to arrange this type of financing.

Before you are given the loan, you need to present a number of documents to the lender. The documents include:

Copy of building contract that has been signed by you and the contractor
House plan and working drawings
Site plan that shows the legal description and dimension of the property
An appraisal that indicates the final value of the home after construction

Progress draw construction loan

This is ideal when you are planning of construction your home using your own general contractor. You apply for funds at three different stages of the loan: when the building is 35-40%, 65-70% and 100% complete. You should note that the interest rates of this loan are higher than that of a traditional mortgage.

When applying for the loan you need to present a number of documents that include:

Copy of land contract
A resume confirming that you have good knowledge of the construction process
Copy of all sub-contracts which confirm the construction costs.

Uses of Various Personal Loan Types

There are different types of personal loans that are available for individuals and business owners to choose from depending on the purpose of the loan. These loans have been subsidized into various forms ranging from personal commercials loans, personal investment real estate loans, no guarantee personal loan, commercial building personal loans to mention just but a few.

Personal commercial loan is a short term loan that is granted to business owners to either start or improve their businesses. In some countries, personal commercial loans are subdivided into various forms for use in running businesses. Normally, the repayment terms and conditions for this type of personal loan are always 90 days. The loan can either be secured or unsecured, but still it can be granted to various businesses including savings and associations, schools, insurance companies, credit unions, and all credit institutions amongst others.

Another type is the investment real estate personal loan which is short-term for meeting urgent financial need with real property as the collateral. This loan type is usually secured by a mortgage. The loan is granted specifically for purposes of initiating project and development programs which includes all kinds of real estate investment projects. There are many development projects that fall in this category.They include franchise, restaurants and different business premises. In addition, it can also be used to in modernizing existing projects and programs which perhaps lack funds to complete. Similarly, the loan can also be used in large scale projects such as building homes and buying automobiles. It is therefore evident that investment real estate loan has set uses, but though, your business plan will be needed to explain all that you want to spend the money on.

Another one is the personal loan no personal guarantee,which is simply a loan granted without personal guarantee. Building your corporate credit even at the time you do not need it is a very good step forward which puts you in a perfect position of obtaining loan no personal guarantee much easier.

A personal loan is characterized with many benefits. One of its benefits is its ability to give investor an opportunity of owning an asset even without enough funds that caters for its entire cost. Similarly, when you obtain personal loan, it gives you an opportunity of owning a real estate with less risk. Another benefit is that repayment of this loan is relatively easier since it is paid on annual basis.