As we get closer to advertising transition, scope of changes become apparent.
We’re getting nearer to D-Day, when the Yahoo and Microsoft ad deal starts to affect advertisers on the former’s platform.
Here’s just one example of the headaches ahead for Yahoo advertisers. Today the company sent out an email telling all of its advertisers that it will need to cut their ad headline length to no more than 25 characters. Yahoo currently allows 40.
This means that existing Yahoo pay-per-click advertisers need to login and adjust all of their headlines. Otherwise they will be truncated for you when the transition occurs to Microsoft Adcenter.
You really don’t need 40 characters, but still. Consider Yahoo’s own ad headline for the keyword “domain name”:
“Yahoo! Web Hosting – Build Your Website”
If the company doesn’t do anything, it’s ad might look something like:
“Yahoo! Web Hosting – Buil”
Advertisers are also going to have to deal with changes in how keywords are mapped to each other and in minimum bids.
The search alliance will obviously lose some advertisers who don’t want to deal with the headaches. But these will probably be smaller advertisers. Most advertisers will find the combined reach of Yahoo and Bing too much to pass up, even if it creates a big headache.