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Quote:In what it says is an effort to be easier on consumers' eyes, Yahoo! Search Marketing (YSM) is shortening its text ads from 190 characters in the body to just 70.

The new 70 character limit brings Yahoo!'s standards more in line with Google's. Google lets advertisers display body text in two lines of 35 characters each, while Yahoo! will now allow a 70 character block.

"Our research has shown that by improving the search experience in this way, advertisers can generally expect to see an increase in clicks, while maintaining their conversion rates," the company wrote in a letter to advertisers...

Quote:This week, Yahoo! Search Marketing will begin truncating its sponsored search text ads after the first 70 characters. Many search marketers see the move as a positive one...

Yahoo! predicts that the move will improve the end-user experience, and increase an ad's clickthrough rate while maintaining conversion levels. Andrew Levasseur, senior search manager for Avenue A | Razorfish Search, said he has found that to hold true for his clients, when he's compared short-form ads like those used by Google with the longer-form ads of Yahoo!

"The short-form forces advertisers to be more concise, and to only include that important information that delivers results,"