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Yahoo Shortens PPC Ads from 190 Characters to 70

Kristen Lindsey - Thursday, January 19, 2006



Yahoo announced this week that it will change the length of its PPC ads from 190 characters to 70 characters. This length will now become standard with Google AdWords and MSN AdCenter, which both have ads of 70 characters.

Why the change? Though there were no direct explanations from Yahoo in the MarketingVox article, marketers believe that this length is easier for busy consumers to digest and determine relevance before clicking on the ad.

Some other theories are that the ads read better on handheld devices, than shorter ads have traditionally had higher click-through rates, and because more ads can be fit on a page.

Bottom line for advertisers and marketer -- this will be an improvement in administration for sure -- they will only have to write one set of ad versions at one length, versus previously having to write two.

If you are an Overture advertiser, you will want to check out your ads - this change is going into place this week, so you may want to make some adjustments.

Have you seen higher click-through rates on Google versus Yahoo? What do you think of the change? Let me know!

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