What difference between impressions and clicks?

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Knowing the difference between impressions and clicks is important for setting an appropriate Search Engine Visibility Online Advertising budget.

* Impressions � When someone searches on search engines and your ad displays, it's considered an impression. You can monitor impressions from your Search Engine Visibility Online Advertising dashboard. Even though your ad displays, your online advertising budget is not charged for impressions.
* Clicks � When someone sees your ad on Google� and they click on it, it's considered a click. Every time someone clicks your ad, your ad budget decreases. You can monitor clicks from your Search Engine Visibility Online Advertising dashboard. While you're there you can review your online advertising budget, because clicks cost money.
We can't predict the exact "cost per click." Keyword bids influence costs, therefore rates will vary with every click. Here's a good rule of thumb: The more competition there is in a specific keyword market, the more the clicks cost.