I've been using the Bing Ad Intelligence tool (which is great!), but I'm confused about one of the metrics and even the Microsoft customer support guy wasn't too clear. I search on "wills and trusts" and I get results that say there are 2,347 searches, and 7,228 impressions.   How can there be more (ad) impressions than there were searches?  If it was 5 searches and 1 impression, I'd assume that meant an ad didn't appear for all the searches.  Makes sense.  But 1 search and 2 impressions ... how does that happen? Appreciate any help, probably a dumb question but has me puzzled.  Also, I hope non-Moz tool questions are appropriate. Thanks!