Search Engine Marketing: West Chester, PA Residents Need to Know This Search Engine Marketing

One good strategy that businesses can apply is to use search engine marketing. West Chester, PA, is a location where many businesses can take advantage of it.

 

Search Engine Marketing (SEM): What Is It?

Search engine marketing (SEM) is a type of digital marketing in which you use paid ads to promote your company or website on search engine results pages (SERPs). 

It’s something you might have seen often.

Some examples of this are display ads and video ads that show on a search engine as you type a particular keyword.

Businesses often do an ad auction to bid on relevant keywords and phrases that potential buyers may type in while looking for their products or services. They also make an ad group based on these terms.

When a user’s search query includes one of these keywords, the search engine will display relevant ads from advertisers that have bid on those search terms.

 

Differences Between SEM and Search Engine Optimization

SEO (search engine optimization) and SEM are two different methods for increasing your exposure on search engine results pages (SERPs), such as Google, Bing, and other search engines.

While you have to pay for your ad campaign to appear on SERPS with SEM, SEO strategy requires you to optimize your website’s content and structure so that Google determines it to appear in organic search results.

SEO is a long-term approach that involves generating high-quality content, optimizing the right keywords, enhancing site performance and user experience, and building high-quality backlinks.

Search engine marketing, on the other hand, is a paid search marketing strategy that can deliver faster results by allowing you to increase your search volume.

This method requires continuous effort and might be more expensive in the long term than SEO.

 

How to Do SEM: A Beginner’s Guide

These are the basic steps of doing search engine marketing.

Define Your Goals

The first stage in every effective search engine marketing strategy is planning. Identify your target audience and analyze what search queries they might type in. This also involves understanding the demographics and behaviors of those who are most likely to be interested in your product or service. You should also set your campaign goals. Determine whether you want to increase website traffic, create leads, or improve sales.

Select an SEM Platform

An SEM platform is the search engine where the brand’s search advertising is placed. 

The two common SEM platforms are Google (Google Ads) and Bing (Bing Ads/Microsoft Ads), with the former being the most widely used. 

To use Google Ads, simply make a Google Ads account and follow the instructions to make an ad auction.

Research Target Keywords

Do keyword research and identify the search intent that potential new customers use when looking for products or services linked to your company. 

You would want to make sure that your paid ad ranks as high as possible.

Track and Analyze Your Results

Optimizing ad campaigns is a continuous process that requires frequent testing, monitoring, and analysis. 

Once a campaign is started, it is important to make changes as needed to ensure that you achieve your goals.

 

Final Thoughts

Search Engine Marketing (SEM) is an effective digital marketing strategy for you to reach your target audience and increase traffic to your websites. 

Therefore, it’s important for businesses in West Chester, PA, to learn about the basics of SEM to create effective marketing strategies.

Jordan

TECHNICAL SPECIALIST

Jordan received his B.S. in Electrical Engineering with a minor in Mathematics from Texas A&M and started his first business after graduating. He has started and exited businesses in various industries including education, SaaS, marketing, eCom, SEO, and AI. Outside of work he likes to cook, game, and take leisurely walks around the lake.

Alex

WRITER

Alex Shute is an SEO Strategist and SEO Content Writer renowned for integrating organic search into broader marketing strategies, aiding businesses and professionals in boosting their organic revenue. Passionate about SEO and Content Writing, Alex stays abreast of industry trends and conducts thorough site analyses to enhance SEO metrics and identify improvement areas.

Ethan

WRITER

Ethan is an experienced Content and Copywriter. He graduated from Clemson Univeristy with a degree in Marketing and a minor in Psychology. After graduating he moved to Europe to teach Englsh in Hungary and Spain before returning home to get back to his marketing roots. When he isn’t working, Ethan loves to travel, play soccer, play guitar and spend time with friends and family.

Shannon McLaughlin

MARKETING COORDINATOR

Shannon graduated from Shippensburg University with a major in Communication/ Journalism and emphasis in Public Relations. Outside of work she enjoys running, Philly sports, and spending time with friends and family.

Kyle Toomey

PHOTOGRAPHER

Kyle is our Content Creator. Photography, Videography & Drone. “Creating Content is what I love to do and to be able to do it as a career makes it all the better.” Kyle recently got married and enjoys spending his time with his wife Traveling, watching Philadelphia sports and playing Baseball/Softball.

Owen Pesnell

VIDEOGRAPHER

Owen is passionate about helping clients communicate through video. From the conception of a project all the way through to final delivery, Owen’s focus is on creating video content that is true to your brand and resonates with your target audience. Outside of work, you’ll likely find him walking the Schuylkill River Trail.

Megan

CONTENT CREATOR

Megan is a content creator with a passion for telling stories through intentional design. She holds her bachelor’s degree in Communicative Arts, with emphasis on Public Relations, from Wisconsin Lutheran College. Throughout her career, Megan has worked with dozens of businesses to revamp their marketing materials and strengthen their social strategy. When she is not designing social media graphics and debating the use of the oxford comma, Megan is with her family and friends (and still probably drinking coffee).

Ethan

WRITER

Ethan is an experienced Content and Copywriter. He graduated from Clemson Univeristy with a degree in Marketing and a minor in Psychology. After graduating he moved to Europe to teach Englsh in Hungary and Spain before returning home to get back to his marketing roots. When he isn’t working, Ethan loves to travel, play soccer, play guitar and spend time with friends and family.

Lili

WRITER

Lili is an experienced SEO writer passionate about creating engaging content. When she’s not working, Lili enjoys spending time outdoors, reading books or bingeing shows, and caring for her two fur babies. An avid learner, she also works hard to stay up-to-date on the latest strategies and techniques associated with marketing and SEO.

Cameron

LEAD WRITER

Cameron is a writer and digital marketing expert dedicated to helping small businesses grow through valuable content and digital strategies. With years of experience, she has aided numerous businesses in expanding their reach and establishing themselves as industry leaders. A Virginia Tech graduate, Cameron has worked as a reporter for the Roanoke Times and spent seven years on Compass real estate’s marketing team, working with the nation’s top real estate agents to grow their business. She enjoys building lasting relationships with clients and using powerful content to help them achieve their goals.

Maribeth Woodford

MARKET DEVELOPMENT MANAGER

Maribeth Woodford is a seasoned professional with a rich background in business development, franchise sales, and marketing. Her entrepreneurial journey is highlighted by her successful stint as the owner of a yoga studio for eight years, demonstrating her deep understanding of market trends and customer engagement. This experience underlines her expertise in not only running a business but also in effectively marketing it to a target audience. Her skills in marketing have been instrumental in her ability to help businesses grow, showcasing her knack for creating strategies that resonate with diverse consumer bases. Maribeth’s authenticity shines through in her marketing approach, allowing her to connect with customers and clients on a genuine level. In her personal life, Maribeth is a dedicated mother to two college-aged children and enjoys the lively company of her GoldenDoodle, Munson. Her love for travel and yoga is a reflection of her dynamic personality and continuous quest for knowledge. Overall, Maribeth Woodford’s blend of professional acumen in business development, marketing, and franchise sales, combined with her passions, paints the picture of a well-rounded, driven, and compassionate individual.

Laura

PHOTOGRAPHER

A former biologist, Laura first picked up a camera to photograph the microscopic world of insects. She now enjoys all genres of photography including real estate, events, portraits, and her favorite: family documentary. When she’s not behind the lens Laura can be found with her husband and their five kids camping at the beach or off on some other (mis)adventure.

Maddy

BRANDING AND DESIGN

Maddy is a strategic storytelling expert with a diverse background in digital marketing, videography, and graphic design. She received her B.S. in Interactive Digital Media with minors in Graphic Arts and Film Studies from Immaculata University. Outside of building brands, Maddy is also a trained dancer and teacher, Ben & Jerry’s addict, and dog lover.

Nicole Kavetski

Senior Marketing Manager

Nicole received her B.S. in Criminal Justice with a minor in Psychology from West Chester University and has made her way into the Digital Marketing field as Padula Media’s Senior Marketing Manager. Outside of work, she likes to travel, cook, and attend concerts with her friends.

Sachin

FULL-STACK DEVELOPER

Sachin is a highly skilled full-stack developer. He completed his graduation in website development.

After completing his studies, He started his professional journey as a web developer and worked in an IT organization for three years.

Apart from his professional endeavours, He is also a fitness enthusiast and likes to spend his free time in the gym.

Kari Schneider

EXECUTIVE ASSISTANT & FINANCE

Kari is a longtime entrepreneur and networker. She has a 25+ year background in sales and marketing in the telecommunications industry, real estate, solar and business consulting. She loves balancing books and creating order out of chaos.

Steven Singer

DIRECTOR OF OPERATIONS

Steven, our Director of Operations, is focused on strategy, growth, and the future of Padula Media. He has a background in the real estate industry stemming from sales to operations and management. With Padula Media, Steven will be helping our sales, marketing, and operations teams to give our clients a 5-star experience in achieving their goals.

Thomas Padula

FOUNDER & CEO

Thomas is a creative marketer and leader with determination and enthusiasm for every project and every client. He remains passionate about growing businesses by creating personalized solutions to draw traffic and build an online presence. Thomas has been recognized as one of the most influential leaders in Chester County under the age of 40.

Fred

MASCOT

Fred Chunky Padula is Padula Media’s mascot.