• Sentient Authorized Partner
  • Google Adwords Certified Partner
  • Google Tag Manager Certified Partner
  • Google Analytics Certified Partner
  • Optimizely: Certified Partner

Showcase Serato – YouTube Video Promotion



Objectives & Results

The objective was to generate maximum video views whilst minimising avg. CPV Results:
  • 60% less media cost.
  • Gained a 145% increase in views.
  • Reduced cost per view by 84%.
  • Helped the first Icon Series Video break through the 1million viewer mark, at just pennies per view
  • In a single month, generated close to 500k views at less than $0.03 CPV


Serato creates world leading audio software for professional DJs and musicians. Serato is based in New Zealand and has partnerships with many highly regarded hardware, software, and record industry companies worldwide. The Icon Artist Series is a diverse, hand-picked collection of artists who represent and epitomise the Serato ethos. They include DJ's like Fatboy Slim, Erykah Badu, Mix Master Mike and The Gaslamp Killer. Given the popularity of video amongst the Serato and DJ celebrity fan base, as well as the reach and targeting potential of YouTube, YouTube Promoted Video was an obvious promotional platform choice to amplify and extend the reach of the Icon Artist Series Videos cost effectively.  


FIRST’s goal was aimed at generating maximum video views whilst minimising the average cost per view. (CPV) Read below to find out how we reduced cost per view by 84% while increasing video views by 145%  

Approach & Outcomes

By focusing on a few key elements, Serato & FIRST managed to gain some impressive exposure and reach very cost effectively for the launch of the first few Icon Artist series videos.

1. GREAT CONTENT – The foundation for success when promoting content is to focus on providing value to the end user. The Icon Series videos are very well put together and by working with true DJ’ing Icons they also leverage ‘star appeal’ amongst fans.

2. CREATE A COMPREHENSIVE PACKAGE – To maximise Serato’s presence on YouTube, the key was to develop multiple engaging videos and a channel to showcase them. Serato have a plethora of engaging videos and content to delight DJ enthusiasts.

3. ADS – Like other Google ads, Promoted Videos are managed through AdWords and follow a similar format to paid search. Where possible, the thumbnail of the Icon video’s and ad-copy reflected the nature of the video so as to attract the right audience. We used words and terminology consistent with the video content which would appeal to DJ enthusiasts.

4. KEYWORD CONSIDERATION – We used keywords that related closely to the Icon videos we were promoting.

5. BID MANAGEMENT – We set a cost per view goal to determine what our expected volume and budget would be each month. We managed to reduce bids significantly without sacrificing volume after the campaigns gained some momentum.

Serato Comments...

"Showing how Icons of the DJ'ing industry have embraced Serato software to enhance performance plays a big part in driving awareness and adoption by our target market. FIRST has driven a phenomenal amount of traffic to our YouTube promoted videos while driving the cost per view down through the floor ”

-MORGAN DONOGHUE, Chief Commercial Officer  


Key Insights to get the most from Promoting YouTube Videos
  • Paid views drive organic views over time
  • Interact with your audience. Participating in the conversation will help boost credibility, reach and brand positioning
  • YouTube visitors are looking for video content, so their search habits differ from traditional search. Just moving keywords from Search campaigns to target on YouTube is not advised.
  • Invest the time and resource to create killer content – success hinges on this.
  • Headlines that contained the Artists name tended to increase click to views.
  • The great thing about YouTube TrueView ad format is that you only pay when viewers choose to watch your ad

Contact Details

A. Level 4, 55 Anzac Avenue, Auckland 1010

P. +64 9 920 1740


Get in Touch


  • 2019 SEO Trends: Does Paid Search Steal Traffic from Organic?

    If you’re running both an SEO program and paid marketing campaigns, how exactly does the relationship work? Is it a symbiotic relationship? Is ranking in both the organic listings and the paid listings mutually beneficial? Or is there a cannibalistic relationship, where you end up paying for clicks that you should be getting for free? […]

  • eCommerce SEO: How to Deal with Products that are Out of Stock

    One of the biggest issues we’ve come across in ecommerce sites is the massive amount of 404 errors. This is usually rooted to deleted products that are out of stock. It comes as a surprise to us at FIRST Digital that many big companies in New Zealand – and around the globe, even – don’t […]

  • How to Create Calculated Metrics in Google Data Studio with Blended Data Source

    Or How to Create Bespoke Conversion Rates Last week, GDS released a new feature called chart-specific calculated fields. I decided to write a quick post to describe this as the documentation is pretty scarce… The main interest of this feature is that it works with blended data sources. Even if you can’t create a calculated […]