Editor's Note: What lies behind the great and powerful search engine marketing curtain? A lot of smart search planners! In our ongoing "Meet a Media Planner" series, we’re catching up with search and media planners to hear their perspectives on digital advertising. This week, we’re speaking with Jai Amin, a senior PPC manager for Jellyfish in Baltimore, Maryland. Jai began his search career in the U.K., shortly after university graduation. In 2010, he took a job as a PPC Manager with Jellyfish and was relocated “across the pond” in late 2011 to help open a U.S. office for the agency. Jai now oversees search campaign management for one of Jellyfish’s largest accounts, Laureate International Universities.
Yahoo! Ad Blog: You started out doing search in the U.K. and then came to the U.S. Are there any major differences in the way you run campaigns here?
Jai Amin: Yahoo! and Bing are an even bigger focus for us in the U.S than in the U.K. We discovered we actually generate cheaper cost-per-leads through Yahoo! and Bing on average, so we’re trying to expand the amount we invest in those channels every month. Another interesting difference is that we have to be more careful with the words and phrasing we use in our ads for the university. There are subtle differences in spellings in the U.S. and the U.K., such as optimization/optimisation and enroll/enrol. To keep words and phrases from being misinterpreted, we always make sure our ads and landing pages are reviewed in a thorough approval process.Read More »from Meet a Media Planner: Jai Amin of Jellyfish