Managing a social media advertising campaign requires commitment and an obsessive attention to details like cost-per-view (CPV) and click-through-rate (CTR.) Once a campaign has started, you need to take the time to study the advertising metrics that matter most to you. Next, after you have a firm grasp on the metrics, figure out what is working and not working within your campaign ad groups and then take the necessary steps to remedy the situation as warranted.

A low view rate is one thing that could go wrong with your video ad campaign. As a refresher, view rate is the total number of views of your video ad, divided by the number of people the ad was served to. Video view rate is an important gauge of your ad's appeal to the YouTube viewer. The higher the view rate, the greater the engagement shown by the audience.

You want your video to be viewed, not skipped or ignored. But, what can you do to improve views?

Optimizations to boost your view rate

  1. Perhaps your bid is too low, and you are losing out at auction. Your ad bid has to be competitive to be served. Increase your auction bid and cross-compare to see if views go up.
  2. Maybe you identified the wrong target audience or perhaps your ad parameters are too restrictive? Either one could lead to low ad views. Improve your targeting by reviewing your targeting methods and adjusting as necessary. It can take a lot of dialing up or dialing down before you discover exactly who and what to target for campaign success.
  3. This may sound obvious, but having a good ad is always a plus. Ad quality can lower your CPV rate as the ad auction places a high value on ads that command a user’s willingness to view-through. Improve your ad creative to boost ad view.
  4. Consider your ad’s length. Shorter ads tend to have higher view rates. The Internet (and viewers) value brevity. Remember, your ad is keeping someone from accessing the content they selected. Your ad is in their way of fueling their need! Your ad needs to be so riveting that the viewer momentarily forgets his destination.
  5. Your campaign could be suffering from ad fatigue. While there are measures in place to ensure that your ad isn’t repetitively served to the same customer, it isn’t always foolproof. Infuse your campaign with other quality ad creatives if available.

Taking the time to examine each possibility for poor view rate, you can start to diagnose and correct to achieve future campaign success.

Related: How to optimize your Google AdWords account

Lynn Pedotto

Lynn Pedotto

Lynn Pedotto is a writer who holds an MS from Medill. In addition to covering all things social, she’s a policy wonk who loves to write about government.