Yell launches search marketing service for advertisers

Yell, the international directories company, has launched a new service aimed at helping small to medium businesses promote themselves on search engines such as Google and generate additional sales leads.

The Search Marketing Service is being targeted at small businesses which do not have the time or expertise to set up and manage such a facility.

The new strategic alliance with Google will see Yell become an authorised Google AdWords reseller, allowing the directories company to take on the responsibility of managing and purchasing Google AdWords on behalf of the businesses.

Yell says the Search Marketing Service, which launches this week, is part of a wider strategy to make leads from all online sources accessible to Yell advertisers.

Mark Canon, Yell UK president of new media, says: “It combines Yell’s expertise in local advertising, our position of trust and our close working relationship with more than 450,000 UK business advertisers with Google’s market leading AdWords search marketing programme and large base of users.”

Last month, Yell relaunched its online business to feature new functionalities, including video and advertiser generated content.

It recently extended the advertising campaign for its directory enquiries service 118 24 7, after recording a 70% increase in call volumes to its UK call centres.

The 30 second TV ad created by Rapier, featuring cult internet cartoon character “Magical Trevor”, has been extended to 60 seconds.

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