Yahoo Search Marketing Ads Changing

We want to update you on two changes coming your way:

1. Short descriptions will be required when you create or modify an ad, beginning in May 2007.
Long descriptions will be optional. Currently, you have two options for your ad descriptions: long (up to 190 characters) and short (70 characters or fewer).

2. Yahoo! Search results will only show short descriptions beginning in June 2007.
If you only use long descriptions, your ad will be automatically cut off to fit within the 70-character limit, which may impact your ability to communicate valuable information to users and your results. We recommend that you create a short description for any existing ad to guarantee that your most important information is included.

In the example below, key messages, such as competitive pricing and free shipping, are not included in the “cut-off” ad:

Why are we making this change?
We’ve found that ads written more concisely give users a better experience and generally get better results. Users are exposed to higher quality search ads and advertisers may attract more interested and enthusiastic potential customers. So don’t wait until June?start now.

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