Why is the impression forecast much less than the query forecast?

Question

Yandex.Direct

Why is the impression forecast much less than the query forecast?
For example, I attached a photo, it still has a normal indicator, but it happens that with a forecast of requests in 2000, the forecast for impressions is, for example, 100. What does it depend on and how to increase the forecast for impressions?

Answer 1

First, you need to check the exact number of requests through wordstat with the ! - for the exact number of occurrences
Secondly, we take into account that the bid may not always be in the first place, especially if time targeting is on.
Thirdly, there is a seasonality of the request, this can also be viewed in the wordstat.
You are looking at the past, and you are betting on the future. That's how we live)