How to Make Money Online with eBay, Yahoo!, and Google

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ISBN: 9780072262612 | 0072262613
Cover: Paperback
Copyright: 11/28/2005

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Ideal for e-business entrepreneurs and brick-and-mortar business owners who want to take their businesses online and maximize sales 430,000 people make their living selling on eBay; Yahoo! powers one in eight stores on the Internet; Google delivers more than 200 million searches a day There are more than 33 million small businesses in the U.S., according to the U.S. Department of the Treasury.

Acknowledgments

xxi

Introduction

xxiii

PART I Building an eBay Business

How Your Business Fits Online

(10)

Why Three Services?

(2)

What Makes a Good Online Product?

(2)

The Perfect Online Product

(1)

Understanding the Price Sensitivity of the Online Buyer

(2)

To Ship or Not to Ship

(3)

Creating Your eBay Presence

(16)

Why Sell Through eBay?

(1)

Registering as an eBay Member

(1)

Setting Up a PayPal Account

(4)

Using My eBay

(1)

Creating an About Me Page

(5)

Using ID Verify

(1)

Getting Help

(3)

Preparing to Sell

(10)

Learning How to Buy on eBay

(1)

Understanding the Selling Formats

(2)

Using Buy It Now---BIN

(1)

Different Quantity Options

(1)

eBay Fees

(2)

Selling Strategies

(1)

Timing Strategies

(1)

Setting Your Preferences

(4)

Planning Your Shipping

(12)

The Internet Shipping Revolution

(1)

Picking Packing Materials

(3)

Packaging ``Best Practices''

(1)

Who Will You Ship With?

(1)

Estimating Shipping Costs

(2)

Calculating a Packaging and Handling Fee

(2)

Considering ``Shipping Strategies''

(2)

Shipping Overseas

(1)

Listing Your Items Effectively

(20)

Creating Your Photographs

(1)

Taking Great Photographs

(1)

The Selling Process

(1)

Choosing a Selling Format

(2)

Selecting a Listing Category

(1)

Creating a Title and Description

(3)

Entering Pricing Information

(1)

Specifying When the Item Will Sell

(1)

Specifying Item Quantity and Location

(1)

Adding Photographs

(2)

Hosting Your Own Pictures

(1)

Specifying the Listing Layout and Options

(2)

Providing Payment, Shipping, and Returns Details

(4)

Entering Your Shipping Information

(2)

Reviewing and Submitting Your Listing

(1)

Monitoring, Modifying, and Managing Sales

(8)

Checking on Your Listings

(1)

Changing a Listing

(1)

Canceling and Rescheduling Listings

(2)

Reviewing the Auction Status

(2)

Canceling a Member's Bid

(1)

Blocking Bidders

(2)

Payment, Shipping, and Feedback

(14)

Viewing Your Sales

(1)

Completing a Sale

(1)

Calculating the Final Charge and Asking for Payment

(4)

Receiving Payment

(1)

Shipping the Product and Sending a Notification

(2)

Leaving Feedback

(2)

Handling Nonpaying Bidders

(4)

Using the Unpaid Item Process

(1)

Relisting the Item

(1)

Doing a Second Chance Sale

(3)

Automating and Scaling

(14)

The Different eBay Tools

(2)

Using Turbo Lister

(7)

Using Selling Manager

102

(1)

Using Seller's Assistant

103

(1)

Using Third-party Tools

103

(2)

More Resources

105

(2)

Opening an eBay Store

107

(12)

Why Set Up an eBay Store?

107

(1)

Pushing People to Your Store

108

(2)

Selecting a Store Type

110

(1)

eBay Store Fees

110

(2)

Monthly Fees

111

(1)

Listing Upgrade Fees

111

(1)

Final Value Fees---Sales Originating Through eBay

111

(1)

Final Value Fees---Sales Originating Through Your Own Efforts

112

(1)

Setting Up Your Store

112

(3)

Customizing Your Store

115

(2)

Listing Your Items for Sale

117

(2)

Marketing, Keywords, and Promotions

119

(8)

Using eBay Keywords

119

(1)

Using Store Promotion Boxes

120

(1)

Setting Up Cross Promotions

121

(1)

Using eBay's E-mail Marketing Tools

122

(1)

Looking for Ways to Differentiate Your Listings

123

(1)

Using Your Store to Build Relationships

124

(1)

Selling Wholesale Lots

125

(2)

Power Selling, Consignment Selling, and Analyzing Your Business

127

(12)

Becoming a PowerSeller

127

(1)

The Five PowerSeller Levels and Their Benefits

128

(1)

Reviewing Your Sales Reports

129

(3)

Consignment Selling and Becoming a Trading Assistant

132

(3)

Becoming a Trading Post

135

(1)

Building Your Trading Assistant Business

135

(4)

PART II Building Your Yahoo! Store

Getting Started with Yahoo! Merchant Solutions

139

(14)

Choosing a Merchant Solutions Package

141

(2)

Do You Need a Web Site, Too?

143

(1)

Deciding How to Build Your Store Pages

144

(2)

Making Your Decision

145

(1)

Poor Man's Site Integration

146

(1)

And the Choice Is

146

(1)

Picking a Domain Name

146

(1)

Registering for a Yahoo! Merchant Solutions Account

147

(2)

Pointing Your Domain to Your Store

149

(1)

Pointing www to the Store

150

(1)

Finding Your Way Around the Store Manager

150

(1)

Creating a Store Security Key

150

(2)

Setting Up a Credit Card Merchant Account

152

(1)

Adding and Importing Products

153

(20)

Understanding the Product Database

153

(1)

Adding an Item to the Product Database

154

(8)

Working with Options---Monograms, Inscriptions, Incremental Pricing, and More

159

(2)

Modifying Items

161

(1)

Publishing Your Product Data

162

(1)

Viewing the Data in Your Store

162

(1)

Exporting Product Data

163

(1)

Importing Product Data

164

(9)

Dealing with Options

165

(1)

Creating Section Pages

165

(3)

Entering Inventory Quantities

168

(1)

Creating and Importing the Data File

168

(2)

Publishing Your Import Data

170

(1)

Importing Images

171

(2)

Working in Store Editor

173

(16)

Moving Around in Store Editor

173

(3)

Understanding Your Store Structure

176

(2)

Using the Contents Page

178

(1)

Learning the Edit Toolbar Buttons

179

(4)

Planning Your Strategy---to HTML or Not to HTML?

183

(6)

Creating the Home and Section Pages

189

(16)

Setting Up the Home Page

189

(8)

Using HTML in the Message and Other Text Fields

193

(1)

Moving and Removing Elements on the Home Page

194

(1)

Making a Product or Section a ``Special''

195

(2)

Creating and Editing Section Pages

197

(8)

Working with Images and HTML

200

(2)

Placing Other Products on a Section Page

202

(2)

Moving Products Between Sections

204

(1)

Modifying Page Layout

205

(12)

Modifying the Section Page's Head and Contents Layout

205

(2)

Choosing Product Layout with Contents-format

207

(1)

Picking Product Elements with Contents-elements

208

(1)

Overriding Head and Contents Settings

208

(3)

Using Leaf

209

(1)

Overriding Contents Layout

209

(2)

Placing Products on the Section Page Only

211

(1)

Creating and Editing Product Pages

212

(1)

Creating a ``Link'' Information Blurb

213

(1)

Creating a Product Accessory

214

(1)

Associating One Product with Another

215

(1)

Modifying Product Page Layout

216

(1)

Customizing the Site Design

217

(14)

Modifying the Store's Graphic Design

217

(1)

Quickly Selecting a Design

218

(1)

Modifying the Navbar Buttons

218

(5)

Switching to a Horizontal Button Bar

218

(1)

Adding, Removing, and Moving Buttons

219

(2)

Changing the Order of the Contents Buttons

221

(1)

Changing Button Designs

221

(1)

Changing Button Labels and Using Images

222

(1)

Changing the Function of the Y! Shopping Button

222

(1)

Adding More Buttons

223

(1)

Using the Design Variables Page

223

(5)

Adding Ancillary Pages

228

(2)

Creating a Feedback or Catalog-request Form

229

(1)

Creating More Pages

230

(1)

Publishing Your Work

230

(1)

Defining Payment Methods and Your Checkout Process

231

(12)

Setting Up a Credit-card Merchant Account

231

(4)

Credit-card Transactions Explained

231

(1)

Already Got a Merchant Account?

232

(1)

Merchant Account Fees

233

(1)

Setting Up Credit-card Transactions

234

(1)

Configuring Credit-card Verification (Risk) Tools

235

(3)

Understanding Address Verification

236

(1)

Understanding Card Verification Value

237

(1)

Selecting Risk Settings

237

(1)

Selecting Payment Methods: Credit Cards, PayPal, and More

238

(1)

Setting Up Your Order Forms

238

(3)

Setting Up Notification and Feedback Messages

241

(2)

Configuring Shipping, Taxes, and Inventory

243

(18)

Specifying Where You Ship---Foreign Orders

243

(1)

Setting Up Shipping Methods and Rates

244

(7)

Using UPS OnLine™ Tools

244

(1)

Creating Shipping Methods

245

(1)

Defining Shipping Rates and Creating Rules

246

(4)

Configuring Shipping Settings

250

(1)

Defining Shipping Confirmation Messages

251

(1)

Managing Sales Tax Rates

251

(5)

Setting Up Sales Tax in Merchant Solutions

253

(3)

Using the Shipping & Tax Test Tool

256

(1)

Configuring Inventory Options

256

(3)

Configuring Database Inventory

257

(2)

Entering Inventory Data

259

(1)

Opening for Business

259

(2)

Processing Orders

261

(12)

Reviewing Your Orders

261

(4)

Checking Flagged Orders

265

(2)

Processing Credit-card Payments

267

(1)

Modifying Charges and Canceling Orders

268

(1)

Processing Fax, Phone, and Mail Orders

268

(1)

Processing PayPal and Other Forms of Payment

269

(1)

Shipping Your Order

270

(1)

Shipping via UPS

270

(1)

Blocking Fraudulent Orders

271

(2)

Promotion Strategies and Tools

273

(16)

Submitting Data to Yahoo! Shopping

273

(5)

Preparing Product Data

274

(2)

Adding Data Fields

276

(1)

Categorizing Products

276

(1)

Creating the Product-url Field

277

(1)

Importing and Publishing Your Data

277

(1)

Using Coupons and Discounts

278

(1)

Creating Affiliate, Discount, and Tracking Links

279

(3)

Using E-mail Marketing

282

(1)

Setting Up Cross-sell Products

282

(7)

PART III Using Google Pay Per Click and More to Grow Traffic

Google AdWords and Other Pay Per Click Programs

289

(14)

What Is PPC?

289

(2)

The PPC Systems

291

(1)

Understanding the PPC Process

291

(1)

Understanding Conversion Ratio, Click Value, and ROI

292

(2)

Calculating Click Value and ROI with No Background

293

(1)

Calculating Gross Profit

293

(1)

Calculating Breakeven Click Value

294

(1)

What's the ROI?

294

(1)

Calculating Click Value and ROI Later

294

(2)

So, Can You Make Money?

296

(1)

Understanding Keywords

297

(1)

Broad vs. Narrow Terms

298

(1)

Doing a Keyword Analysis

298

(2)

Checking Bid Prices

300

(3)

Setting Up a Google PPC Campaign

303

(16)

Getting Started

303

(1)

Selecting a Location for Your Ads

304

(2)

Selecting the World or Specific Countries

305

(1)

Selecting a Region or City

305

(1)

Selecting a Very Precise Region

305

(1)

Creating Your Ads

306

(1)

Entering Keywords

307

(1)

Bidding on Keywords

307

(3)

Specifying Your Daily Budget

310

(1)

Entering Your Account Info

310

(1)

Modifying Keyword Characteristics

310

(5)

Changing Bid Prices for Specific Keywords

311

(2)

Changing Target URLs

313

(1)

Keyword Matching Techniques

313

(1)

Understanding Expanded Matches

314

(1)

Creating New Ads

315

(1)

Turning Off ``Content'' Placement

315

(1)

Writing Effective Ads

316

(1)

Google's Editorial Guidelines

317

(1)

Going ``Live''

318

(1)

Managing Your PPC Campaigns and Measuring Results

319

(14)

Viewing PPC Results

319

(4)

Managing Bad CTRs

323

(1)

Why Does Google Do This?

323

(1)

How to ``Fix'' Low CTRs

323

(1)

Tracking Conversions

324

(4)

Entering Conversion Values

328

(1)

Placing the Conversion-tracking Code into Your Site

328

(1)

Using Trackable Links

329

(1)

Using Other Tracking Tools

329

(1)

Using the Conversion Information

330

(1)

Watching for Click Fraud

331

(2)

Selling Through Shopping Directories: Froogle, Yahoo! Shopping, and More

333

(6)

How to Work with the Shopping Directories

333

(4)

Using Froogle

337

(1)

Using Yahoo! Shopping

338

(1)

Other Shopping Directories to Work With

338

(1)

Improving Natural Search Engine Ranking

339

(16)

Why You Must Understand the Search Engines

339

(1)

Understanding Search Engines

340

(3)

Understanding the Keywords

343

(1)

Making Sure Search Engines Can Index Your Pages

344

(1)

Avoiding the Basic Mistakes Before You Start

345

(3)

Frames

345

(1)

Invisible Navigation Systems

345

(2)

Images and an Absence of Text

347

(1)

Macromedia Flash

348

(1)

File and Directory Names

348

(1)

Optimizing Pages for Particular Keywords

349

(2)

Understanding the Role of Links

351

(2)

Getting Links to Your Site

353

(1)

Registering with the Search Engines

353

(2)

Using Affiliate Programs and Other Marketing Techniques

355

(10)

Using Affiliate Programs

355

(3)

Using Coupon and Discount Sites

358

(1)

Promoting Through Newsletters

359

(1)

Creating Your Own Newsletter

360

(1)

Content Syndication

361

(1)

Marketing Through Discussion Groups

362

(1)

Creating Your Own Discussion Group

363

(2)

Selling Through Amazon and Other Merchant Programs

365

(10)

Selling on Amazon.com

365

(3)

Different Ways to Sell Through Amazon

366

(2)

Becoming an Amazon.com Marketplace Pro Merchant

368

(1)

Using PriceGrabber

369

(1)

Using Half.com

369

(1)

Using Overstock.com

370

(1)

Using uBid.com

371

(1)

Using SmartBargains.com

372

(1)

Using Other Merchant Sites

373

(2)

Cross-site Merchandising and Promotions

375

(8)

Understanding Channel Conflict

375

(1)

Using Your Brick-and-mortar to Promote Your Online Site

376

(2)

Giving People a Reason to Visit Your Site

378

(1)

Using Your Online Site to Promote Your Brick-and-mortar

379

(1)

Using eBay to Push Visitors to Your Web Site

380

(1)

Using Your Site to Help eBay Sales

381

(2)

Index

383

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How to Make Money Online with eBay, Yahoo!, and Google

Summary

Table of Contents

Supplemental Materials