The Search Marketing Service platform, which has been under development for a year, automates many of the labour intensive ad creation, bid optimisation and campaign management functions that have presented barriers to the adoption of search by UK SMEs, claims Yell.
Yell will operate as an authorised Google AdWords reseller, taking on the responsibility of managing and purchasing Google AdWords on behalf of businesses. Search results direct users to a web page created and hosted by Yell.
Mark Canon, president of new media at Yell UK, said the move allows companies to compete more proactively for advertising spend in local and regional media.
The service also signals a shift to more flexible open ended contract services for Yell advertisers, offering them an alternative to fixed fee annual contracts, he said.
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