Picking The Right Title

Any experienced DVD producer knows the importance of picking the right topic to produce a video about. That only makes sense. If no one is interested in the subject of the DVD then no sales will be coming your way.

Almost as important is picking the right title for the DVD.

The title of your dvd is the "headline" of your product. It is either going to instantly catch someone's attention or lose the sale right off the bat.

If you don't catch their attention with a good headline, they will never look further and consider buying the dvd.

The ironic truth is that a far majority of dvd producers do little if any testing of what the best title should be for their dvd. They may assume that the first one that comes to mind is the best.

This can end up being a costly mistake that they never find out about.

They just assume the topic wasn't as hot as they thought or they lose interest in promoting the product as much as they could. Imagine the surprise they would have if they discovered that a different title could pull several hundred percent more sales.

The Title Proving Grounds

This is a powerful insider secret that I have used not only on my dvd's, but also in my web site development work. It involves using google adwords to show me which title attracts the most attention to my target audience.

I have talked about using google adwords in previous articles and it is quite effective in generating sales for me.

Undocumented Google Tactic

There is an tactic for using Adwords that Google never intended.

It has to do with the amount of tracking that Google does with your ads.

Google tracks the "Click Through Rate" (CTR) of different ads that you have in each ad campaign you are running. For example, you may have an ad campaign for "dog toothbrushes" and have three separate ads which will rotate each time the phrase is searched for.

Let's say for a moment that these are your three ads:

Dog Dental Tips DVD Here's an excellent source for dog dental hygene.

Inexpensive Dog Toothbrushes Looking for low cost dog toothbrushes. Try these.

Dog Dental DVD For K9 Health Keep your dog healthy with this dog dental dvd.

Google will keep track of which ads perform better than the others. It will then show you the separate ads and how well each one did.

Notice at the bottom of this particular ad, it shows how many clicks and what the Click Through Rate is (CTR). In this case it means that for every 100 people that viewed this site, 1.1% of them clicked through on it.

This can be important information. It is showing you how appealing your ads were. The more appealing your ad, the more people are clicking on it.

The CTR of different ads could vary dramatically. Some may be 3.5% CTR while others are only .6% CTR. Obviously the 3.5% CTR ads are much more effective. This is usually because your headline and ad copy that you wrote for the ad is more appealing.

With the made up example above, you may be surprised to find that "Dog Dental DVD for K9 Health" significantly outperformed the other ads. This is important information for you to find out because it can help strengthen the sales on your web site or even help you decide if that should be the title of your DVD

Here's The Tip

By paying attention to the information that Google presents, you are getting direct feedback on the effectiveness of headlines that you are writing.

When you find certain titles or text that really out perform the others, it is time to apply this information in another way that will help you. Its time to apply it to your DVD.

A lot of people simply scan ads or titles very quickly. Studies have shown that many simply read the headlines unless something catches their eye.

The top performing ads in an ad campaign frequently make very good titles for your DVD.

If you've had an adword campaign that has been running for awhile, take a look at the results.

Try consider putting the top performing ad copy on your DVD. You are very likely to see an increase in the effectiveness of DVD sales.

Taking It A Step Further

Since you now know this, the smart thing to do is take advantage of this situation. Create as many ads in your google campaigns as you can. Even make small variations in ads with the wording. Let google tell you which ad copy is the most effective and then use it to your advantage.

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