The PPC ads, which are embedded into the main body of the search results page, will only appear when the user searches for a keyword or business in a general location, or if the ad is relevant to the local area.
Yell.com claims the national PPC advertising, developed in partnership with online specialist Mirago, complements the local and regional directory advertising on the site.
Companies including American Express, Interflora, Swiftcover and Hiscox have already signed up to the scheme.
Yell.com's banner advertising can be customised to offer either high targeting or wide reach.
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