1. Introduction

This Service Specification is subject to the Terms & Conditions. Capitalised terms set out in the Terms & Conditions have the same meanings when used in this Service Specification. In addition:

"Deployment Date" means the date of commencement of the next Service Period, provided your request for a change in the Budget was received 15 or more days before such Deployment Date. If the request is not received 15 or more days before such Deployment Date, the change will not take effect until the next Deployment Date.

This Search Marketing Service is not available to customers who have a Google AdWords account which has been active during the last 90 days. If you think this may apply to you, you must let us know.

2. Service Description

The Search Marketing Service is a fully managed search engine marketing (SEM) and search engine optimization (SEO) service. It includes a package of distinct products that seeks to acquire for you marketing exposure and increased leads (up to the value of a budget specified by you) by promoting your business on Google AdWords.

This section 2 sets out the specific elements of the Service that will be provided to you.

2.1 Advertisements

The Advertisements we provide pursuant to this Service fall into two categories:

(i) Search engine marketing (SEM)

Yell helps a business promote its products and services by advertising in the sponsored links section of the Google search results page. The Advertisements appear to the right and sometimes above relevant search results under the heading "Sponsored Links". This is not the same as paid inclusion or paid placement in search results which some search engines offer.

As an authorised Google AdWords reseller, Yell will provide full-service AdWords account management, from account set-up and activation, to ongoing campaign monitoring and optimisation.

Customers will also have access to customer support.

(ii) Web pages and search engine optimization (SEO)

As part of the Service we will automatically create and host professional-looking web pages, designed and structured with layouts that make it easy for visitors to these web pages to learn about your products and services. The pages are also optimised for search engine recognition so the web pages can be indexed in search results by popular search engines. Search engine results are located on the left-hand side and are commonly referred to as "organic listings" or simply "search results". Organic search results cannot be bought or influenced by purchasing AdWords.

The web pages we create for you will not be entirely bespoke but will be of general relevance to your area of business. You will be able to select: your business functions; your service areas (i.e. locations) and up to 8 service attributes.

2.2 Amendments to Advertisements

You can request an Amendment to the following by contacting the customer services team during Business Hours on 0800 777 485:

• your name, address, phone number or the service attributes selected under 2.1(ii) above at any time;
• increase the business functions and service areas at any time but, where this has an impact on increasing or decreasing your budget for the purposes of the Charges, such changes won't take effect until the next Deployment Date;
• decrease the business functions or service areas at any time after the Minimum Term, in which case any decrease in the budget will not take effect until the next Deployment Date.

2.3 Call Counter Geo™ Service

The web pages we create for you will contain a telephone number ("Call Counter Geo Number") for use in the Yell Search Marketing Service only. Further details of the Call Counter Geo™ Service are set out in the Terms & Conditions.

2.4 Domain Name

Each web page Advertisement we create under 2.1 will have a unique Domain Name. The main reason for using a unique domain name is to help to make sure the page is optimised for search engine recognition. We manage the administration of the Domain Name with the Registry as part of the Service. Further details of the terms on which we provide Domain Names are set out in the Terms & Conditions.

3. Charges and Reporting

3.1 Charges and Budget

Our Charges for the provision of the Service are payable in advance by way of an agreed budget ("Budget").

When you place an Order for this Service we will agree a "lightweight", "medium-weight" or "heavyweight" Budget with you which will apply for each Service Period. The Budget will be based on the amount of traffic that is available for the products and services you wish to promote (i.e. your business functions) and the geography in which you would like your advertising to appear (i.e. your service areas).

Your Budget will only be reduced when your SEM Advertisement is clicked on. We can provide Services and Advertisements up to, but not exceeding, the value of the Budget in any Service Period. Where there is any Budget remaining at the end of the Service Period, we will automatically roll this over into the next Service Period.

Yell does not guarantee the number of clicks delivered but we seek to get your Advertisement the highest number of clicks via Google AdWords practicable within your Budget.

3.2 Changing your Budget

You may increase (but not reduce) your Budget during the Minimum Term. Following expiry of the Minimum Term, you may increase or reduce your Budget. Any changes you make to your Budget will take effect on the next Deployment Date.

3.3 Reporting

At the end of each Service Period, Yell will report on how much of your Budget has been spent and how many clicks have been delivered as well as how many phone calls (via the Call Counter Geo™ Service) have been generated from your Advertisements.

3.4 Repayment of Budget

If at the end of any Service Period following the expiry of the Minimum Term, there is Budget remaining of an amount equal to or greater than 3 times the agreed Budget for the next Service Period, we will refund this sum to you.

We will also refund any remaining Budget if your Contract is cancelled after the Minimum Term.

4. Minimum Term and Service Period

Minimum Term: Four months from the date we send you a Confirmation of Order.

Service Period: Calendar month.