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Some say, investing in Google Ads can help a site rank better, while others refute the claim. What’s really there to prove that Google Ads can spike a site’s rank or that it is even a search ranking factor?
The battle of the fittest doesn’t end in the real world. It crossed to the digital sphere 2 decades ago! Investing online can prove challenging, especially to beginners; however, it’s quite the same story for website managers. There are websites that fail to make it to Google’s first page or even taste the warmth of the #2 position throughout the year.
With such dilemma, a good website manager or digital marketer may suggest a few considerations. One of the smartest solutions for eCommerce and other websites is PPC ‘Pay Per Click’. There is a range of digital platforms that offer PPC advertising solutions. PPC campaigns are quite affordable and flexible nowadays. Above all, you only pay when users click on the advert, and once they do, they directly end up on your site.
Since it is a mega search engine, some believe that using Google Ads can help a site rank better in organic search results. Quite often, some marketers and SEO players make the rest of the digital world believe that Google Ads campaigns are a fine ticket for organic search rankings. This usually ends in heated augments with no definite conclusion.
But is Google Ads a ranking factor?
If you’re struggling for website traffic, you must have taken a chance at Google Ads, with the fact that Google is a leading search engine. However, you might have also come across considerable controversies and misconceptions. Some stress that their rankings improve when they buy Google Ads, whereas others complain that their rankings drop.
But how can Google Ads impact a site’s SERPs performance or growth? The mere fact that a user clicks on the ad and is taken to the site doesn’t mean that Google counts that a natural ‘organic’ search. Google Ads and other PPC techniques only enhance a site’s traffic, conversions, leads and partly influences the ROI.
A notable source in the Google circle refuted the claim that Google Ads is a ranking factor. He clearly notes that there is no connection between Google and Google Ads. That also supports Google’s stand that there is no link between advertising and organic search. The search engine team goes ahead to confirm that it never makes algorithms changes to fine-tune advertisers into buying ads.
John Mueller, a webmaster analyst at Google, explains that there is a range of systems, and these two work separately. He explains that the ranking within Google ads is different from that of search. Therefore, the ranking changes may occur due to other factors rather than the Ads.
Google Ads Or SEO?
Site loading speed, quality content, and keyword optimization are some of the factors that help a site rank better. However, behind are different wheels such as SEO, SMM, PPC, and content marketing that help a site maintain its performance on search engines. Google Ads is simply a type of paid advertising service provided by Google.
As per Kinex Media, a digital marketing and web design company, Google Ads or any other PPC approach can help a site, a brand, or business attain popularity optimally when professionally implemented. Precisely, the advertiser must be keen to work within the allocated budget, engage in keyword identification, craft quality content, and monitor the campaign smartly.
Google Ads or other PPC campaigns vary in size, commonly depending on the goal and the budget. A range of digital platforms offers PPC services such as Google, YouTube, Facebook, and other search engines. However, it’s essential to target a platform that your audience frequents.
The common factor between SEO and Google Ads is that the two highly rely on keywords. Keywords considerably influence results here!
On the other hand, SEO ‘Search Engine Optimization’ is a common practice of driving websites on the world wide web. SEO is quite reliable, affordable, and can improve a site’s ranking in the long run. Generally, it can help a site show up in the relevant searches or appear in organic search results more often. SEO professionals follow a range of best practices to keep sites productive. That includes proper keyword search, site speed optimization, content optimization, interlinking, and keeping track of Google algorithms.
If you’re weighing both digital marketing approaches for the right choice, it’s essential to make a comprehensive analysis. SEO has stood the test of time, although a recent study found that only 49% of the small businesses in the US invest in search engine optimization. However, that doesn’t eliminate the fact that SEO can help you run a successful website.
Not to downsize PPC or Google Ads, this is an advertising model that helps both small and enterprise-level businesses. Unlike SEO, a website owner won’t wait for long to see the results. This is why some people invest in PPC compared to SEO.
However, if you want organic traffic, search engine optimization is the way forward. There is nowhere advertising can influence a site’s search results or ranking. And on a clear platter, both have different benefits.
Summary
SERPs’ role is to serve search intent, and there is no way a site would make it to the #1 rank without having the best answer to the user’s query. If site owners paid for organic ranking, that definitely would affect search results, contradicting Google’s emphasis on user experience. That’s generally because many websites and perhaps sites with irrelevant content would make it to Google’s first page.
With all that said, Google Ads or Ads spend doesn’t influence organic search rankings. So, if you witness a change in rankings, whether using Google Ads or not, that’s probably due to other factors. There is a definite difference between the two; Google Ads has an immediate impact, whereas Google rankings follow a set of parameters unique from PPC guidelines.
