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Search Engine PPC Creatives - Long or Short?

Which creatives perform best?

8:00 am on Jul 26, 2006 (gmt 0)

New User

10+ Year Member

joined:May 25, 2005
votes: 0

Hi all

I am a bit confused about which way the market is going at the moment. Google seems to be steadfast in sticking to shorter PPC creatives (25 characters for title, and 70 total for description), but then I notice they have been testing a longer format too.

Then, Y!SM announce (in December) they are moving from their long-standing 40-character title, and 190-character description to a model similar to Google's.

I can understand Y!SM wanting to move more in line with the market leader, but what's the science behind this?

Which style of creative performs best. Does anyone have any stats they will share with the community about campaigns they have run on both engines re. CTR, conversions etc... I would like to think that this shift towards a shorter creative is based on more than a desire to conform!

Cheers - I look forward to hearing your thoughts.

4:56 pm on July 27, 2006 (gmt 0)

Senior Member

joined:Jan 8, 2003
votes: 0

I don't think the length of the message has any bearing on the conversions, it's much more about the content. USP's and well written copy are the key, not volume of words.
6:24 pm on July 27, 2006 (gmt 0)

Preferred Member

10+ Year Member

joined:May 7, 2003
votes: 0

I prefer the shorter ads when I'm doing the surfing for information. Well-written, succinct ads catch my attention better than the long-winded Yahoo ads (where my eyes often start glazing over) or the short generic ads that don't tell me much of anything.

For example, let's say I'm searching for blue widgets. Here's a bad example of a short ad (usually some type of dynamic keyword insertion):

Blue Widgets
Check out our supply
Lots in stock!

The above example tells me nothing, and they may not even have anything about blue widgets. Here's a bad example of a longer ad:

Widgets! Red, blue,
green, purple, orange, and more,
and widget accessories in our
electronics and sporting good stores.

Now I'm guessing this site may have information about blue widgets, since they seem to have everything about every type of widget. Or so it seems from the ad. Finding the information for just the blue can take several more clicks, if it even exists on that site.

Here's a good short ad:

Blue widgets
New, used, and refurbished
Comparisons and reviews

I'd click that last ad over the first two every time.


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