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[edited by: werty at 8:59 am (utc) on Jan. 20, 2006]
[edit reason] Added the link to the mentioned thread. [/edit]
1. There is no fairness amoung competitors. One advertiser (on the same keyword) can have as much as 120 characters on a keyword when another advertiser is only allowed as little as 60 characters.
2. There is no strategic way to write ads anymore. Why?
Because your descriptions are only redcued on Yahoo.com - Not on MSN (well yes they started their own reduction program a while back, but still shows more than Yahoo.com...and all the distribution partners are apparently still showing 190 characters).
How do I write ads anymore? Do I write them to be the best for Yahoo.com or MSN or the other distribution partners? Since Yahoo will not give us a breakout of which source of traffic-clicks is the biggest - translation we don't know that of 50 clicks 25 came from Yahoo, 20 came from MSN and 5 came from other distributors. We can't effectively write the ad copy for the largest click source.
Yahoo customer service has actually been quite rude about this whole process; answering questions.
I didn't expect this to go smoothly, since nothing ever does with them. I predict huge layoffs at Yahoo very soon - the stock is going down fast and when MSN pulls out - Oh Boy.
Write one ad that is 68-70 characters in length (use the rough guide of 35 characters per line as some longer words will have to be on the 2nld line), and then finish off the ad with another 100-120 characters.
Yahoo will show your first 70 characters, and the other properties will show the entire ad.