How it works
Align audiences, assets and measurement with the goal; an impression is not a click.
Example
Example: A visual asset introduces a new product to a suitable audience.
Common mistakes
Do not judge only by cheap impressions.
How can you check this in practice?
Inspect images, copy, final URL and audience eligibility. Segment delivery with available reports and assess impressions, clicks and actions according to the objective. Do not use Search CTR as a universal Display benchmark.
Distinctions and limitations
Display often reaches someone outside an active search moment. That context differs from Search. Impressions and view-through conversions require their own definitions rather than treatment as direct Search clicks.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg