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Why do Keyword impression #s vary so much from Traffic Analyzer impressions #s ??

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# 1
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I'm a AdWords newbie, but quite computer literate. If you can help me understand the variance in impression counts from different tools, I would be grateful.


Using the Keyword Tool for phrase match type of "Siamese cat", I get 60,500 impressions per month (All locations, all languages, desktops). I then download the 395 search results into a csv file and import it into the Traffic Estimator which then tells me 5,333 daily impressions =  159,990 monthly, all locations/all languages, Google search network.


So do I have potentially 60,500 impressions per month or 159,990 ??


Thank you for helping me understand this.





1 Expert replyverified_user
Marked as Best Answer.
Accepted by Zee (Community Manager)
September 2015

Re: Keywords tool vs Traffic estimator

Top Contributor
# 2
Top Contributor

Hello AdamAds; Welcome to AdWords Community;

Let's start by saying that both numbers are an estimate and based on statistics. However; that big difference needs some explanation:

The keywords tool averages impressions by all advertisers, While the "estimator" figures are tailored to your campaign settings ;

Read more:

Understanding your Traffic Estimator performance data



Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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