What is an Impression?

An Impression in Google Ads refers to the number of times your ad appears on a search result page or a website within the Google Display Network. It does not require a user to click on the ad—just being displayed counts as an impression.

Key Features of Impressions:

1. Counts Every Time an Ad is Displayed – Even if a user doesn’t interact with it.
2. Impacts Ad Visibility & Brand Awareness – More impressions mean higher exposure.
3. Used in Cost Models – Important for Cost-Per-Thousand Impressions (CPM) bidding strategies.
4. Shown in Ad Reports – Helps analyze ad reach and frequency.

Example Use Case:

• A company running a Google Display Ad on a news website sees that their ad had 10,000 impressions in a day, meaning it appeared on screens 10,000 times.

Why It Matters?

• More impressions = Higher brand awareness
• Key metric in display and search advertising
• Used to calculate Click-Through Rate (CTR) → CTR = (Clicks / Impressions) × 100

Pro Tip:

A high number of impressions but a low CTR could mean your ad needs better targeting, a stronger headline, or a more compelling call-to-action (CTA).

Would you like help analyzing your CTR and improving your ad performance?