If you want to use Google Ads, you will have to understand a lot of things, but let’s focus on two major things, ad impression and ad clicks.
High impression low CTR (click through rate): If you get high impression but few clicks, you might be able to improve your brand awareness but it will have low conversion as you might have poorly optimized for target audience.
High impression high clicks: If this is happening, it indicates that your campaign is properly optimized for target audience and you are also improving brand awareness.
Low impression low CTR: This could be a result of poorly targeted campaign, low ad budget and low quality ads.
Low impressions, high CTR: This indicates that you have targeted your ad to small audience so your brand awareness is not improving.
High impression low CTR (click through rate): If you get high impression but few clicks, you might be able to improve your brand awareness but it will have low conversion as you might have poorly optimized for target audience.
High impression high clicks: If this is happening, it indicates that your campaign is properly optimized for target audience and you are also improving brand awareness.
Low impression low CTR: This could be a result of poorly targeted campaign, low ad budget and low quality ads.
Low impressions, high CTR: This indicates that you have targeted your ad to small audience so your brand awareness is not improving.