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*NEW!* Building Your Ebay Traffic The Smart Way | Use Froogle, Datafeeds, Cross-Selling, Advanced Listing
BUILDING YOUR EBAY TRAFFIC THE SMART WAY Edition 2
by Sinclair, Joseph T.
Contents
Acknowledgments ....................................................................xv
I. Introduction to eBay Marketing Plus . . . . . . . . . . . . . . . . . . . 1
1. Introduction ........................................................................... 3
eBay Plus ............................................................................................. 4
Conclusion ........................................................................................ 12
2. The New Datafeed Marketplaces ......................................... 15
How It Works ................................................................................... 16
Froogle and Yahoo ........................................................................... 16
Other Marketplaces .......................................................................... 18
II. The Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
VIII CONTENTS
3. Customer Service ................................................................23
What Is Customer Service? ............................................................. 24
Personal Touch ................................................................................ 25
Cost-Effectiveness Review ............................................................... 25
4. Copy Writing ........................................................................27
Guidelines ......................................................................................... 28
Cost-Effectiveness Review ............................................................... 35
5. Writing Titles .......................................................................37
Writing to Be Found ........................................................................ 38
Cost-Effectiveness Review ............................................................... 41
6. Advanced Photography Techniques ....................................43
Why Good Photographs? ................................................................ 44
Cameras ............................................................................................ 45
Better Photographs ........................................................................... 46
Efficient Workflow ........................................................................... 53
Cost-Effectiveness Review ............................................................... 57
III. Beyond the Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
7. Data, the Key to Business Success .....................................61
Data Basics ........................................................................................ 64
Catalogs ............................................................................................. 68
What Database? ............................................................................... 73
Cost-Effectiveness Review ............................................................... 74
8. eBay Auctions and Stores ...................................................75
eBay Auctions .................................................................................. 75
eBay Stores ........................................................................................ 77
CONTENTS IX
The Datafeed Duo ........................................................................... 78
An eBay Store as Your Website ....................................................... 78
Cost-Effectiveness Review .............................................................. 80
9. Creating Froogle Ads ........................................................... 83
Details ............................................................................................... 86
Results ............................................................................................... 89
Cost-Effectiveness Review ............................................................... 90
10. Creating Yahoo Ads ........................................................... 93
Details ............................................................................................... 94
Cost-Effectiveness Review ............................................................... 95
11. Creating Ads for Other Marketplaces ................................ 97
Example Marketplaces ..................................................................... 99
Cost-Effectiveness Review ............................................................... 99
IV. Making It All Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
12. Auction Management Services ........................................ 103
Datafeed Devices ............................................................................ 105
What Are They Doing Now? ....................................................... 107
Cost-Effectiveness Review ............................................................. 107
13. eCommerce Software ...................................................... 109
Independent Websites .................................................................. 111
Cost-Effectiveness Review ............................................................ 112
14. Developing a Datafeed Strategy ...................................... 113
Datafeed Party ................................................................................ 113
Benefits and Burdens ..................................................................... 115
Cost-Effectiveness Review ............................................................. 116
CONTENTS XI
Non-Marketing Participation ....................................................... 155
Sponsorship .................................................................................... 155
Cost-Effectiveness Review ............................................................. 158
19. Cross-Selling ................................................................... 159
Location .......................................................................................... 160
Expand Your Inventory ................................................................. 162
Cost-Effectiveness Review ............................................................. 163
20. Advertising ...................................................................... 165
Advertising Links ........................................................................... 166
Banner Ads ..................................................................................... 168
Website Sections ............................................................................. 168
Keyword Ads ................................................................................... 173
Compensation ................................................................................ 174
eBay Advertising ............................................................................. 174
Offline Advertising ......................................................................... 175
Cost-Effectiveness Review ............................................................. 176
21. Publishing ....................................................................... 177
What’s the Point? ........................................................................... 179
Written Presentations .................................................................... 179
Audio and Video Presentations ..................................................... 182
Multimedia Presentations ............................................................. 185
And Now for the Finale ................................................................. 188
Cost-Effectiveness Review ............................................................. 188
22. Web Portals .................................................................... 189
Everything ....................................................................................... 191
Affiliation ........................................................................................ 193
X CONTENTS
15. Developing a Multi-Domain Website ...............................119
Website Visitors .............................................................................. 120
Servers ............................................................................................. 120
Your Online Retail Business ......................................................... 122
Portal Website ................................................................................ 124
Making It Work .............................................................................. 127
Cost-Effectiveness Review ............................................................. 128
V. Special Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
16. Getting Found by the Search Engines ..............................131
Website Optimization .................................................................... 132
Cost .................................................................................................. 132
eBay Stores ...................................................................................... 133
Portals .............................................................................................. 134
Search Engines ............................................................................... 135
Cat and Mouse ............................................................................... 135
An Alternative ................................................................................. 136
Cost-Effectiveness Review ............................................................. 136
17. Email Marketing ..............................................................139
Email Techniques .......................................................................... 140
It’s the Database… ......................................................................... 144
Cost-Effectiveness Review ............................................................. 147
18. Marketing in Communities ..............................................149
Internet Programs .......................................................................... 150
Passive Participation ...................................................................... 152
Active Participation ........................................................................ 152
XII CONTENTS
Cost-Effectiveness Review ............................................................. 194
23. International Selling ........................................................195
Extracurricular Problems .............................................................. 196
Receiving Payment ......................................................................... 196
Customs Procedures ...................................................................... 198
Cost-Effectiveness Review ............................................................. 201
24. Other Online-Marketing Techniques ................................203
Web Malls ....................................................................................... 204
eBay as a Mall ................................................................................. 207
Affitliate Programs ......................................................................... 210
Sales Management ......................................................................... 211
Categories ........................................................................................ 214
Satisfaction Guarantee ................................................................... 215
Link Trading .................................................................................. 215
A Contest ......................................................................................... 219
A Sale ............................................................................................... 219
Points ............................................................................................... 221
Surveys ............................................................................................ 222
CRM ................................................................................................ 223
Trade Shows ................................................................................... 224
eBay’s Hidden Market ................................................................... 225
Craig’s List ...................................................................................... 226
Cost-Effectiveness Review Procedures ......................................... 228
25. Building Your Brand ........................................................231
What Will You Brand? .................................................................. 232
How Do You Brand? ..................................................................... 232
CONTENTS XIII
Aesthetics ........................................................................................ 244
More on Branding .......................................................................... 244
Cost-Effectiveness Review ............................................................. 245
26. Analytics ......................................................................... 247
Web Servers .................................................................................... 248
Other Analysis ............................................................................... 251
Avoid Bad Practices ........................................................................ 255
Cost-Effectiveness Review ............................................................. 256
Epiloque ................................................................................ 257
Appendix The Top 14 Tips for Building eBay Traffic ............. 259
Glossary ................................................................................ 261
Index ..................................................................................... 263
XV
Tags: ecommerce software, web site analytics, website optimization
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