If you’re buying YouTube video somewhat blindly, you might be gobbling-up the lesser expensive skippable units. Clients like low CPMs, and most don’t think to ask about video view rates; their video either plays or it doesn’t, right?

Historical experience says that a 25% increase in CPM is likely going to lend a 100% increase in complete video views, maybe more. I’m rounding, but you get the idea. The last time I tested them, tolerating a 28% increase in CPM lent to a 52% decrease in cost per Video View (user either interacts with your ad or watches the full :15 video that I was using).

That’s not intuitive, so it can really pay to look around and test things like this. We try to as often as we can but of course, client approvals, communication, and such hamper that a bit. It’s a good reminder that focusing on the proper KPIs is what’s critical.