How to Handle Yahoo’s Shorter Ad Descriptions

Last week, shorter ads descriptions came to Yahoo as Danny points out in this post. To assist with the change, Kevin Lee’s column on the Clickz site: Strategies for Yahoo’s Shorter Descriptions, offers some suggestions and tactics for SEM’s on how to handle the new ad lengths.

Here are a few key points, in my view, from Kevin’s column:

+ Don’t simply clone your Google ads to Yahoo. Why?

Any changes result in the ads going back through Yahoo!’s dreaded editorial process. So first, evaluate if the truncated ads continue to communicate your advertising message appropriately. Many advertisers write their descriptions in an inverted pyramid format, so truncation may not be a big deal because the meat of the message is in the first few words.

+ Yahoo and Google campaign structures are “likely very different.”

Though you may rely on Google campaigns running on broad or phrase match, Yahoo! creative and keyword lists may need to go much deeper. In addition, unless you really want the highest possible volume of clicks from a listing, your ad creative may be better served with a clear message about the product or service you provide. In Google, less-than-compelling ad creative is penalized with a lower quality score. That results in a lower position or more expensive campaign.

Finally:

Another reason to keep Yahoo! titles at the maximum length is that often, additional length allows you to more effectively communicate your value to potential customers. On the other hand, you may have already created compact ad titles that communicate with the same level of clarity as longer ones do. Google and MSN forced many of us to become experts at compact communication.

Much more in Kevin’s excellent column.

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