Important Changes That Impact Your Ads

• Overview
• What has Changed?
• How to Modify Your Ad
• Tips and Best Practices

1. Short descriptions are now required when you create or modify an ad.
   
   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. If you only use long descriptions, your ad may be shortened (depending on the implementation of our partner sites) 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.

• Short descriptions (70 characters or less) are now required for all ads.
• Display URLs must be 35 characters or less.
• Titles will continue to have a 40-character maximum.

1. Log into your account.
2. Click the "Campaigns" tab.
3. Click on the campaign containing the ad(s) you wish to modify.
4. Click on the ad group containing the ad(s) you wish to modify.
5. Click the "Ads" tab.
6. Click on the name of the ad you wish to modify.
7. Write a short description in the box indicated.
8. Click the "Save Changes" button.

• If you have the Import Campaign feature available in your account and need to make changes to a large number of ads, we recommend using this feature. This will allow you to make your changes on a spreadsheet, then upload the spreadsheet for editorial review.^*
• If you use a third-party application or agency to manage your Yahoo! Search Marketing campaigns, you will want to continue to edit your ads through that third-party application or agency.

Tips and Best Practices

1. Continue to adhere to our editorial guidelines.
   
   By following our editorial guidelines, you can get your ads live more quickly, and you may see better overall results.



2. Leverage ad testing to test short descriptions for performance.
   
   Ad testing (or A/B testing) enables you to rotate different ads to learn which one attracts the most customers to your site. To start testing, simply create more than one ad in each ad group. Our reporting will tell you which ads perform better^**—and this information can help you improve the ranking of your ads.



3. Leverage the insert keyword feature to improve the effectiveness of ads.
   
   Research indicates that the perceived quality is higher in ads where the keyword is included within the title and description. Use the insert keyword feature when modifying your ad to automatically display the bidded keyword in your title and/or description.

* It is your responsibility to check if the information infringes any rights of a third party, in particular their trade mark(s), and for otherwise ensuring that the information complies with Yahoo! Search Marketing’s Editorial Guidelines (accessed via the Help Center) and your obligations under the Advertiser Terms and Conditions. It will not be possible to import third party campaigns which are not compatible with Yahoo! Search Marketing’s system.

** Based on normalised click-through rate.