Yahoo! Unveils New Look
Jill Trujillo | 12 January 2006 |
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In an effort to make Sponsored Search listings more consumer-friendly, Yahoo! Search Marketing has announced that they will change the way ad descriptions are displayed.
Starting January 18th, Yahoo! Sponsored Marketing ad descriptions will be shortened from 190 characters to 70, bringing Yahoo! more in line with Google’s. Yahoo! will automatically condense ad descriptions to 70 the first characters of the existing description, or two lines of 35 characters each, much like Google ads. The display of organic search results will not be changed.
In a letter to advertisers, Yahoo! states that, "Our research has shown that by improving the search experience in this way, advertisers can generally expect to see an increase in clicks, while maintaining their conversion rates.” By focusing on relevant search terms and keywords in the first 70 characters of an ad, Yahoo! expects that would-be consumers will find the results they are searching for quickly.
While existing ad descriptions will be automatically shortened by Yahoo!’s software, ad descriptions on partner sites, states Yahoo!, such as MSN, CNN, AltaVista, and InfoSpace will each have varying ad description lengths which are yet to be determined.
Advertisers have until January 18th to rework their ad descriptions to abide by Yahoo!’s new standards; those ads that are not rewritten will be automatically shortened by Yahoo!’s software. A Yahoo! spokesperson said the auto-truncation system won’t prematurely end sentences or otherwise create incomplete ads; still that too is still to be determined.
A note to Blizzard Promotion Clients:
Promotion teams will review, and update if necessary, the new descriptions for all clients set up with Yahoo! Search Marketing during regular account maintenance to ensure that they’re optimized.
Not yet a Blizzard Promotion Client? Contact us at info@blizzardinternet.com or 888-840-5893 to learn how Blizzard can guide your internet marketing smoothly through changes like this one from Yahoo!
Jill Trujillo - Blizzard Internet Marketing, Inc.
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January 12th, 2006 at 3:05 pm
Yahoo Sponsored Marketing Ad Descriptions
For those people doing paid advertising on Yahoo it is good to make note that Yahoo will be bringing their advertising in line with Google by making changes to the ad description length. More and more we are seeing Yahoo