Katherine Janca
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Katherine Janca

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About Katherine Janca

Katherine Janca has been working in search engine marketing for over 5 years on the agency side with clients in e-commerce and consumer electronics. Her background is in psychology, computer science and economics and she loves automation and has a zeal for data and feeds.

Katherine Janca's latest articles

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3 Ways B2B Search Marketers Can Stand Out With Rich Ad Formats

We all know B2B customers differ from regular consumers for a variety of reasons. Their purchase cycle is longer, as they have to consult more options before pulling the trigger on signing a contract for a solution or purchasing a product. There is also more risk involved when a B2B client finally makes a purchase, […]

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Building A B2B Brand From Scratch Through Search

In the past few articles, I’ve talked about various search strategies to apply to your existing B2B search campaigns. But what if you’re starting from scratch, and you’re building your brand for the first time? Maybe your brand is embarking on a strategy to expand into the market for a B2B product that is entirely […]

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Secrets Of Successful B2B Remarketing Campaigns

Remarketing has been around for a few years on the display side of marketing, but has only recently picked up momentum and adoption on the paid search side. From what I’ve seen, remarketing is something that companies sometimes do really right… and other times do completely wrong. Here, I’ll share the main things we’ve learned […]

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Innovating In The B2B Search Space: Testing Geo Bid Multipliers

In a recent article in AdAge, Bert DuMars cites Forrester research which found that “only 11% of marketers set aside a specific budget for marketing innovation efforts, and only 9% make marketing innovation a part of every marketer’s budget.” I won’t go into how to secure that budget, as he details some good tips — […]

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6 Parallels Between Old-School B2B Sales Tactics & SEM

I’m excited to be writing for the first time for Search Engine Land, sharing knowledge and tips that can help you with your B2B e-commerce and lead-gen search engine marketing. Having spoken recently at SMX Advanced in Seattle about how to “Rock it with PLAs,” I hope you’ll depart on a journey with me for […]

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