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  • Writer's pictureSusmita Asad

How is Ranking Different When Comparing PPC vs SEO

Updated: Oct 21, 2023

PPC uses paid ads for quick ranking, while SEO results are relay on over 200 ranking factors.

Dive deeper into our research on the 100+ google ranking factors that drive SEO performance


To get a complete overview of how ranking is different when comparing PPC vs. SEO, you have to know how each of the factors differs from each other.


Table of Contents

Factors Affecting PPC Ranking

Factors Affecting PPC Ranking
Factors Affecting PPC Ranking

PPC rankings can change dynamically based on factors like bid adjustments, competitors' bids, changes in Quality Score and many more. Here’s a list of factors that determine PPC ranking.


1) Bid Amount


The amount you bid for a keyword in PPC advertising is called your maximum CPC bid. This is the highest amount you're willing to pay per click on your ad. Your maximum CPC bid is one of the factors that determines your ad rank, which is how high your ad appears in the search results.


2) Quality Score


Quality score is a measure of how relevant and useful your Google Ads are to the people who are searching for them. Ads with a high quality score will appear higher in the search results than ads with a lower quality score.


3) Ad Rank


When your Ad Rank is high, your ad gets a better spot in the search results. You might not always pay the full amount you're willing to spend (your CPC bid) when someone clicks on your ad. The actual cost is decided in an auction that looks at your Ad Rank, the quality scores of other ads, and what other advertisers are bidding.


4) Ad Position


Ad position is the location of an ad on the search engine results page (SERP). Usually ads with a higher Ad Rank will appear in a higher position on the SERP.


5) Keyword Selection


Keyword selection is one of the most important factors in PPC ranking. Selecting highly relevant keywords ensures that your ads are displayed to users who are actively searching for products or services you offer.


6) Ad Relevance


Google loves to show the most relevant ads on top of the queries. Thus, the more relevant your ad, the higher potential it has to appear on top of search results.


7) CTR (Click-Through Rate)


Google uses CTR as a factor in determining the quality score of your ad. A high CTR is a strong indicator that your ad is relevant. According to Google, this is a positive signal and improves the rankability of your PPC ad.


8) Ad Format


Ad format is the way your ad is displayed in the search results. Ad format can also affect your PPC ranking. Some ad formats are more likely to be clicked on than others. For example, text ads are generally less likely to be clicked on than display ads. So, the format you choose for your ad impacts your PPC ranking.


9) Geographic Targeting


The competition for keywords can vary depending on location. If you target a location with less competition, your ad is more likely to appear higher in the search results.


10) Competitor Activity


If your competitors are bidding on the same keywords as you, they will be competing with you for the top spot in the search results. This means that you may need to increase your bid to stay on top of the search ranking.


Factors Affecting SEO Ranking


The exact algorithms used by search engines are continually evolving. Learning about SEO ranking factors also shows how ranking is different when comparing PPC vs. SEO.


1) Keyword Research


When you use relevant well- researched keywords throughout your website, you are more likely to rank for those keywords in search engine results pages (SERPs).


2) On-page Optimization


You need to optimize your website on page SEO factors for the keywords you opt to rank in. This includes things like using the keywords in your title tag, meta descriptions, and throughout the body of your content.


3) Off-page Optimization


Off page activities give authority to your website. High authoritative websites have potential to rank higher in the SERPs. This includes things like building backlinks from other high-quality websites, participating in social media, and guest blogging.


4) Content Quality


The quality of your content is also a major factor in SEO ranking. Your content should be informative, well-written, and relevant to the keywords you're targeting.


5) Mobile-Friendliness


More and more people are using their mobile devices to search the web. Make sure your website is optimized for mobile devices so that your rankability increases.


6) Technical SEO


Technical SEO ensures the performance of your website. For example, websites with lower loading speed are less likely to rank. For the sake of ranking on top of search results, watch your site's technical performance.


End Note


PPC and SEO are both important tools for digital marketing, but they work in different ways and have different effects on search engine ranking. Partnering with ASL BPO can be a game-changer for your search marketing growth, both in PPC and SEO. How? Contact us to get a brief about our strategy.

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