Yahoo! Panama Requires Short Ad Descriptions

Have you ever thought why in your Yahoo! Panama account, there is a field called ’short description’ under the ‘Create your ad’ page?

According to a post on the YSM blog, all Yahoo! Search Marketing advertisers will have to make some adcopy changes. From June 2007, Yahoo! Panama will no longer support ad with description over 70 characters. However, ads that have over 70 characters in the descriptions will be allowed to display across Yahoo!’s distribution partner sites without problem.

Therefore, advertisers who currently have ad descriptions that are longer than 70 characters will have to submit short descriptions (70 characters or less). If a short description is not provided, all the descriptions that are longer than 70 characters will be cut off.

Actually, PPC ads on Yahoo! have always been allowed to display up to 70 characters or less. PPC Experts believed this compulsory change is for Yahoo! to rather increase clickthrough rate (CTR) of its PPC ads across the board.

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