Yahoo! Search Marketing will begin limiting its sponsored search text ads to 70 characters. Search Engine Marketers feel that this move will benefit the advertisers who can manage keyword buys more easily and compare results across engines.


Yahoo! Search Marketing will begin limiting its sponsored search text ads to 70 characters. Search Engine Marketers feel that this move will benefit the advertisers who can manage keyword buys more easily and compare results across engines.

Google also has short listings and that is becoming the standardized form of listing. So Search Engine Marketers feel that comparisons across search engines can easily be made now.

Advertisers can also manage their keyword buys more easily and create ads that are more in line with consumer behavior.

Noah Elkin, director of industry relations at icrossing, said: “The shift to a shortened description reflects a growing trend toward alignment with consumer expectations and current market conditions. We also believe that growing broadband penetration is forcing users to think and act more quickly, in line with how technology in general is changing”. [source]

Andrew Levasseur, senior search manager for Avenue A | Razorfish Search, said: “The short-form forces advertisers to be more concise, and to only include that important information that delivers results. We have had the opportunity with Google to test short-form ads, and based on this testing have a better understanding of what works. We can now apply that learning on Yahoo!”. [source]

 

 

 

 

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