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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.
joined:Jan 8, 2003
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):
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:
New, used, and refurbished
Comparisons and reviews
I'd click that last ad over the first two every time.