How would you explain the importance of ad impressions to a client who's concerned that her search network campaign is generating impressions but no clicks?

The way you could explain the importance of ad impressions to a client who's concerned that her search network campaign is generating impressions but no click is: T hey can give her an idea of how often her ad is shown to potential customers. With the information, she could analyze her ad campaigns and determine whether she should stick with her campaigns or change her strategy.