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Discrepancy monthly clicks and impressions when doing keyword planning

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Can someone shed some light on why I am seeing keywords with 30 monthly clicks but over 500 impressions? I am also seeing keywords with 10 clicks and zero impressions. I am trying to understand how the impressions are getting so high in the first example if only 30 people are searching. The same with the second example. Wouldnt there be 10 impressions if there were 10 searches? Thanks in advance!

2 Expert replyverified_user

Re: Discrepancy monthly clicks and impressions when doing keyword plan

Rising Star
# 2
Rising Star

Good afternoon - 


500 Impressions / 30 Clicks

These statistics don't mean that only 30 people were searching. They mean that of the 500 times your ad was triggered for searches, only 30 people found your ad closely related enough to their search and interesting enough to click on it.


30 clicks out of 500 impressions is a 6% CTR. That's probably not a bad percentage--much depends on your specific campaign.


0 Impressions / 10 clicks

This sounds to me like a delay in posting data to the account. 


On the other hand, if this is data for this entire month (instead of, for instance, "today") it may indicate a problem. For an issue this specific, you need to report it directly to Google and work with them. Log in to your AdWords account and click the "gear" icon in the upper right-hand corner of the screen. Choose Help. then choose either Phone or Email to get in touch with Google.


Good luck!

Google AdWords Top Contributor

Re: Discrepancy monthly clicks and impressions when doing keyword plan

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
I'm sorry, I misspoke. I meant to ask why I have 30 estimated searches (exact match only) with over 500 impressions. How is a keyword getting so many impressions with only 30 searches? Sorry for the confusion.

Re: Discrepancy monthly clicks and impressions when doing keyword plan

Top Contributor
# 4
Top Contributor
Hi Damon G,

What's the match type of your keyword? If it's broad, BMM or phrase, you are eligible for more searches than just exact match. Google is not able to provide numbers for these other match types.

Also, the 30 estimated searches are just that, an estimate. It's not a guarantee or a limit, but an estimate based on Google's search history. The number of impressions can change from day to day.

Best of Luck!

petebardo -- Deadhead doing AdWords