If you have been advertising on Yahoo, now is the time to carefully review your Yahoo account. Specifically in regards to the character count in your ad text titles. The reason for this careful review is for you to be ready for account migration from the Yahoo PPC platform to MSN adCenter which is the platform for Bing.com ads.
Yahoo has allowed up to 40 characters in the title. Bing/Microsoft will only allow 25 characters including spaces. For accounts that have been migrated already and did not make the changes, adCenter simply drops the ads. I had one client do his own migration and no ad text imported which was a huge problem for a program of his size.
By the end of this month all ads served on Yahoo and Bing will be controlled from the Microsoft adCenter control panel. It is by far better for you to control what gets imported and prepare now than to have an import arbitrarily done for you.
Don’t wait, get started in preparing your account this week to prevent end of the month problems.