Yahoo shortens ad copy
In what appears to be an attempt at being more “Google-esque” Yahoo has announced the shortening of search engine ad copy from 190 characters to 70 characters. It’s not hard to figure out why they would do this - Google is eating their lunch in the search industry and that’s the length of their search ads.
This is not, however, what they should be focusing on. Search engine market share will ultimately be determined by relevancy and the user experience - not the length of their ads.
I think Yahoo made the wrong decision - we have always had a lot more traffic through Google than Yahoo, but Yahoo’s conversion rates (in our experience) have been slightly better. I always attributed this to the longer ad copy. I have heard a rumor that Google is currently testing longer ad copy - sometimes I think that Yahoo really wants to lose the search game…
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