As a slight highjacking of this thread as it relates to what Simon and elKabong (woohoo!) said, the matching ad text to the paysite tour also goes for your banners/buttons. However for banners and buttons you want to attempt to match the type of model on the banner to the content of your gallery/blog first, and attempt a match on the tour later.
The latter one is usually easy since the same model that's on the tour appears in the banners most of the time. The reason you want to match banners to your content (i.e. if you got a lesbian freesite with a blonde and a redhead, you want banners with a blonde and a redhead too) it tends to raise CTR -- not by much, but it's a difference of 50 clicks v.s. 75 clicks to your sponsors.
Just my 2 cents based on some experiments I did a while ago, YMMV, #include <std_disclaimer.h>, if it breaks, you get to keep both pieces, it may eat your cat or dog, your wife might leave you, and your car might break. Use at your own risk, batteries not included, warranty not implied.
