Starting in June of this year, Yahoo will only be allowing a certain number of characters in its search ad descriptions. Yahoo currently allows an ad entry with as many as 190 characters per ad, but with the change, they will only allow 70 characters. According to Biz Report, Yahoo is trying to push better ad copy. The result will draw in more appealing customers and allow them a more efficient experience.

With this move, advertisers are asked to make their ads coincide with the allotted characters. Yahoo wants to ensure the greatest fulfillment of each ad. Yahoo will still need punctuation at the end of each description, and this will be included in the character count. Even if no punctuation marks are added, a period will automatically appear. Speaking about the issue a Yahoo Manager said,

“We have found that users perceive descriptions with complete sentences as more trustworthy and are more likely to purchase from a client that they associate with quality.”

The move will not change the 40-character ad title length in any way. A proposition has been raised as to also condensing the display of URLs to 35 characters, but no official word yet.