A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

  •  He can get an idea of how many people double clicked his ads
  •  He can better understand what happens after potential customers click his ads
  •  He can get an idea of how many people who’ve seen his ads actually became customers
  •  He can better understand whether potential customers find his ads appealing

The correct answer is:

  • He can better understand whether potential customers find his ads appealing.

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