Posted on May - 14 - 2008
What’s an impression?
Impressions all start with search no matter what the viewer is looking for, if they see the page that your ad is on it does count as an impression. You often times see Pay-Per-Click advertisements showing large amounts of impressions for a certain match type called “broad” match. This match type normally shows more impressions due to the fact that it is not within a “phrase” or an [exact] match term. Although phrase can generate more impressions than exact, the broad type is the highest performer when it comes to showing for multiple long and short tail keywords. Remember, when you are trying to lower your Click-Through-Rate (CTR), make sure that you keep a close eye on the broad match term. If you want to only show your ads for a particular keyword, you will need to use [exact] match keywords. This will help lower your CTR and your impression volume.
