How to Calculate View Rate in Google Ads

Step 1: Understand View Rate and Its Formula

View rate is a crucial metric in Google Ads that measures the percentage of impressions that resulted in views. It helps you gauge the effectiveness and resonance of your video ads. The formula to calculate view rate is:

View rate = (Number of views / Number of impressions) x 100

For example, if your video ad received 1,000 views and 10,000 impressions, your view rate would be:

(1,000 / 10,000) x 100 = 10%

This means that 10% of the people who saw your ad impression actually viewed the video.

Step 2: Know What Counts as a View and an Impression

To accurately calculate and interpret view rate, it's essential to understand what qualifies as a view and an impression in Google Ads:

• View: A view is counted when someone watches your video ad for at least 30 seconds or engages with it, whichever comes first. For videos shorter than 30 seconds, a view is counted if someone watches the entire video.
• Impression: An impression occurs each time your video ad is served, regardless of whether it was clicked or viewed.

Knowing these criteria helps you understand how your view rate is determined and what it represents.

Step 3: Find Your View Rate Data in Google Ads

To locate your view rate data within the Google Ads platform, follow these steps:

1. Log into your Google Ads account.
2. Navigate to the Campaigns, Ad groups, or Ads tab, depending on the level of data you want to analyze.
3. Click on the Columns icon and select Modify columns.
4. In the "Videos" section, check the box next to View rate.
5. Click Apply to add the View rate column to your data table.

Strategies to Improve View Rate

1. Optimization Tactics

Improving your view rate requires a multifaceted approach that focuses on delivering relevant, engaging content to your target audience. Here are some key tactics to optimize your video ads:

• Enhance ad relevance through targeted content. Ensure your video ad speaks directly to your intended audience's interests, pain points, or desires. Use audience targeting options in Google Ads to reach the right people with the right message.
• Improve video quality to boost engagement. High-quality video content is more likely to capture and hold viewers' attention. Invest in professional video production, including clear visuals, good lighting, and crisp audio. Keep your videos concise and engaging, ideally under 60 seconds.
• Optimize ad placement to match audience viewing habits. Place your video ads on YouTube channels, videos, or websites that align with your target audience's interests. Use Google Ads placement targeting to choose where your ads appear based on topic, keyword, or specific video placements.
• Include a clear call-to-action (CTA). Encourage viewers to take a desired action after watching your video ad. Use clear, compelling CTAs such as "Learn More," "Sign Up," or "Shop Now" to guide users to the next step in your conversion funnel.
• Experiment with different video ad formats. YouTube offers various ad formats, including skippable in-stream ads, non-skippable in-stream ads, bumper ads, and overlay ads. Test different formats to see which ones resonate best with your audience and yield the highest view rates.

2. Benchmarking View Rate

To gauge the effectiveness of your video ad campaigns, it's essential to understand industry benchmarks for view rate. Benchmarks provide a point of reference to assess your performance and identify areas for improvement.

According to a study by WordStream, the average view rate for YouTube ads across all industries is 31.9%. However, view rates can vary significantly by industry. For example, the average view rate for the beauty and fitness industry is 38%, while the average for the technology industry is 28%.

When comparing your view rate to industry benchmarks, consider factors such as your target audience, ad format, and campaign objectives. A view rate that falls below the industry average may indicate a need for optimization, while a view rate above the benchmark suggests strong performance.

3. Continuous Improvement and Monitoring

Achieving and maintaining a high view rate requires ongoing effort and attention. Regularly review your video ad performance metrics, including view rate, to identify trends and opportunities for improvement.

Some strategies for continuous optimization include:

• A/B testing: Experiment with different video elements, such as thumbnails, titles, or CTAs, to determine which variations drive the highest view rates.
• Audience refinement: Continuously analyze audience engagement data to refine your targeting. Focus on audience segments that demonstrate high view rates and engagement.
• Content refresh: Keep your video ads fresh and relevant by updating content periodically. Align your ads with current trends, seasonal themes, or evolving audience preferences.