The Long and Short of It (Ad Text Lengths within Panama)

Within the old Yahoo! interface, users were allotted one ad text and it could contain up to 180 characters. Every keyword was assigned a title, a description, and a destination URL. In Panama’s ad groups, keyword groups are served with specified ad texts.

Each ad description is allotted one headline, two lines of ad text, a display URL, and a destination URL. Advertisers have the option of using a short ad text and a long ad text. The short description can be up 70 characters in length and the long description can be up to 180 characters in length.

The short text appears within Yahoo! search results. The long text appears within Yahoo! partner sites, via Yahoo!’s content distribution network, that can accommodate longer ad text descriptions. The content distribution network includes sites such as CNN, ESPN, USA Today, AllTheWeb, eBay, National Geographic, iVilliage, and many others.

We suggest utilizing both the long and short description options. If you’re going to use one description, though, we suggest using the short one. If you opt to use only the long text, your ad texts will be cut off at 70 characters within Yahoo! search results as well as within quite a bit of the content network. This means your entire description will not be displayed.