The term Ad- Rank refers to the position given of your Pay- Per- Click ( PPC ) and also on a search engine result page ( SERP ). It should be high for benefits. The term Cost per click (CPC) refers to the actual amount that you should pay for each click on PCC ads. The ad rank has a huge impact on Cost per click. The ad rank becomes high at lower cost per click. However, when ad rank is too low, we will discover a high cost per click.