As a follow-up to Jack's post last week titled "New Year Changes for Yahoo! Search," there is a great message board discussion regarding the changes to the length of Yahoo!'s ad text over at Search Engine Watch.

Looks like Yahoo!'s surprising decision might not be spreading the holiday cheer the way they hoped it would.

Word from the Yahoo! Rep. on the message board is that Yahoo! listings will be "automatically truncated." They assure their advertisers that the change will increase click-through.

Increased click-through is great for Yahoo!, but does an increase in click-through really help the advertiser? One poster on the board sure doesn't think so. The person commented:

"Google AdWords already are too short, requiring users to click to find out what the advertiser's web site is about--only to discover after the advertiser has paid that it is not what they want.... Probably one of the reasons tests on Marketing Experiment.com shows lower ROI for Google than Yahoo!."