The choice of words is easier in the SEM, although it is not accurate to say that it is 'unlimited'. The keywords purchased in Google Ads for a page to appear for those searches must be relevant and related to the content of the landing page to which the ads point so that the search engines do not penalize us. CTR The CTR or click through rage is the percentage of clicks that occur on an ad with respect to the number of impressions (the times that users see that ad). It is a fundamental metric in digital marketing and also a differentiating factor between the two strategies that we are analyzing in detail.
In SEO, the various studies job email list on the subject ensure that appearing in the first position of the SERP represents an average CTR of 30%, with which the chances of a user accessing our website are very high. However, appearing from the fifth position lowers the CTR to 5%, and from there, the click-through rate plummets and drops to 1% on the second page of results. Although there is still little analysis about it, appearing in the first place is going to be even more of a priority with the generalization of voice searches and personal assistants, which remain in the first result and ignore the rest. CTR is a decisive metric also for SEM, although there is some margin here and it may be enough to appear featured in one of the four ads that are displayed above the organic results. Ranking.
The hard work that SEO requires leads to a positive conclusion: organic positions tend to vary much less than those of the ads, as long as the page is not affected by one of the algorithm changes that search engines introduce several times a year. Google, without going any further, has introduced its latest modification in March 2019, with notable changes in positioning that, according to the company, will be corrected over time. If the sudden variations in SEO are punctual, SEM experts work every day with the fear that a competing company has moved their ads below the SERP or even to the second page. metrics The ease of measuring PPC actions is linked to a certain extent with the immediacy with which we mentioned that the changes are applied. SEM is always easier to control, which does not mean that it is easier to perform.