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With graphical advertisements, it's normally pretty easy to identify the ad area and understand that it's separate from the rest of the site's contents, with text-based advertisements that distinction can often be much less obvious. Font colors and links for your text ads should be consistent with or different, but complementary to the colors you use for regular text on your site. If you can, it makes sense to stick to the default color scheme that those ads have on sites like Google. This consistency allows visitors to your site to immediately see which areas of the page are your content and which are advertisements.
Try and place text adverts in a consistent location separate from your key content. Remember, it is not going to help much if you camouflage the ad so much that they look like regular content. Sure, visitors may click on them once or twice, but they'll soon learn that finding real content on your site is more trouble than it's worth. If you want repeat business, it makes most sense to ensure your text ads are relevant and also easily identified as ads. The worst thing is if visitors click through on a text ad on your site and don't even realize they've left your site. Now, they're browsing on someone else's site rather than yours.
I've seen this happen quite frequently when people are focusing hard on their tasks. So there are several reasons why it's in your best interest to make a clear distinction between your content and the text adverts on the page.
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