YSM becomes even more like Google Adwords
YSM (Yahoo Search Marketing) is junking the long descriptions in its ads. No longer do we have 190 characters to get over our message, but we have just 70, instead – the current short description.
I’ll leave it to YSM to explain why:
Why are we making this change?
We’ve found that ads written more concisely give users a better experience and generally get better results. Users are exposed to higher quality search ads and advertisers may attract more interested and enthusiastic potential customers.
I wonder if this is really true. Longer rubbish copy doesn’t get you anywhere, but longer good-quality copy normally out-performs shorter copy on line as it does off line. I think, instead, Yahoo! is just continuing to make YSM more and more like Google Adwords.
What happened to the idea of brand differentiation? Why should I ever buy a pale imitation of the original or the market leader, unless it’s significantly cheaper.
I do hope that YSM will tell me a compelling reason for recommending YSM to my clients – for Yahoo’s sake, as well as mine.
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