To use Adwords effectively, and make your effort at search marketing a success, knowledge of all terms is essential. Remember the ‘search query’, which when typed into Google provides various results within the sponsored links section? Well if your ad appears on the results page, an Impression has been created. Impressions are the number of times your advert appears on Google as a result of a search triggering a keyword.
So whilst Impressions are getting your advert seen to the searching world, clicks are measuring the number of times your advert is being clicked on. Self-explanatory really. But derived from these two terms is one of the most important metrics in Google Adwords: The CTR (Click-Through-Rate). Simply clicks divided by impressions, yet the greatest way of determining whether your advert works or not.