Yahoo (YHOO) has sent a message to their advertisers basically saying that less is more, as they've communicated to them that they need to shorten their ad copy.
As a guideline they said that the the 190-character ad option has been abolished and will be replaced by one that requires 70 characters or less. The changes will be put into effect starting in May. At that time, when an advertiser changes or creates a new ad, only the shorter option will be offered.
For the existing ads that are longer than 70 characters, marketers will have until June to make the required changes or they will face the risk of having them removed from the Yahoo Sponsored Search Results (after 70 characters). If that is allowed to happen, Yahoo said that it would lead to lower returns and a lower Quality Index Score.
While Yahoo said the change is for the improvement of the overall search experience for everyone, it will especially help the consumer searching for specific things they're interested in.
Comment Preview