How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?
They can help her evaluate how engaging her ad is to potential customers
They can give her an idea of how often someone clicked on her ad
They can help her calculate how often someone clicked on her ad and then converted
They can give her an idea of how often her ad is shown to potential
An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Little confusing question as you need impressions data to calculate CTR for example. However the most direct answer is no 3.
Impressions show you how often your ad is shown on a search result page or other site on the Google Network. Impressions can be especially important in branding campaigns because they represent how many customers actually laid eyes on your ad.
Read more here: https://support.google.com/partners/answer/6172653?hl=en