Posted January 17, 2006 8:17 am by with 1 comment

Tweet about this on TwitterShare on LinkedInShare on Google+Share on FacebookBuffer this page

ClickZ polls a number of search engine marketers and asks them for feedback on Yahoo’s decision to start truncating its sponsored search text ads after the first 70 characters.

Most marketers see the positive side, including Fortune Interactive’s Ben Wills…

By eliminating the variable of ad copy length, the move will make it easier for advertisers to compare the results of the same ads in Google and Yahoo!, said Ben Wills, director of search marketing at Fortune Interactive. “Both engines have different demographics and this move by Yahoo! could further highlight these differences. On an equal playing field, it will become more apparent to advertisers which search engine their target audience uses most frequently.”

  • This is nothing new. I’ve always accounted for truncation becuase of the right hand menu ads in MSN. See my comments in the back of Pay-Per-Click Search Engine Marketing Handbook