How to Make Money Online with eBay, Yahoo!, and Google,9780072262612

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

by Kent, Peter; Finlayson, Jill K.
Edition: 1st
ISBN13: 9780072262612
ISBN10: 0072262613
Format: Paperback
Pub. Date: 2005-11-28
Publisher(s): McGraw Hill
List Price: $46.00

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Summary

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.

Table of Contents

Acknowledgments xxi
Introduction xxiii
PART I Building an eBay Business
How Your Business Fits Online
3(10)
Why Three Services?
3(2)
What Makes a Good Online Product?
5(2)
The Perfect Online Product
7(1)
Understanding the Price Sensitivity of the Online Buyer
8(2)
To Ship or Not to Ship
10(3)
Creating Your eBay Presence
13(16)
Why Sell Through eBay?
13(1)
Registering as an eBay Member
14(1)
Setting Up a PayPal Account
15(4)
Using My eBay
19(1)
Creating an About Me Page
20(5)
Using ID Verify
25(1)
Getting Help
26(3)
Preparing to Sell
29(10)
Learning How to Buy on eBay
29(1)
Understanding the Selling Formats
30(2)
Using Buy It Now---BIN
31(1)
Different Quantity Options
32(1)
eBay Fees
32(2)
Selling Strategies
34(1)
Timing Strategies
35(1)
Setting Your Preferences
35(4)
Planning Your Shipping
39(12)
The Internet Shipping Revolution
39(1)
Picking Packing Materials
40(3)
Packaging ``Best Practices''
43(1)
Who Will You Ship With?
44(1)
Estimating Shipping Costs
44(2)
Calculating a Packaging and Handling Fee
46(2)
Considering ``Shipping Strategies''
48(2)
Shipping Overseas
50(1)
Listing Your Items Effectively
51(20)
Creating Your Photographs
51(1)
Taking Great Photographs
52(1)
The Selling Process
52(1)
Choosing a Selling Format
53(2)
Selecting a Listing Category
55(1)
Creating a Title and Description
56(3)
Entering Pricing Information
59(1)
Specifying When the Item Will Sell
60(1)
Specifying Item Quantity and Location
61(1)
Adding Photographs
62(2)
Hosting Your Own Pictures
63(1)
Specifying the Listing Layout and Options
64(2)
Providing Payment, Shipping, and Returns Details
66(4)
Entering Your Shipping Information
68(2)
Reviewing and Submitting Your Listing
70(1)
Monitoring, Modifying, and Managing Sales
71(8)
Checking on Your Listings
71(1)
Changing a Listing
72(1)
Canceling and Rescheduling Listings
73(2)
Reviewing the Auction Status
75(2)
Canceling a Member's Bid
77(1)
Blocking Bidders
77(2)
Payment, Shipping, and Feedback
79(14)
Viewing Your Sales
79(1)
Completing a Sale
80(1)
Calculating the Final Charge and Asking for Payment
80(4)
Receiving Payment
84(1)
Shipping the Product and Sending a Notification
85(2)
Leaving Feedback
87(2)
Handling Nonpaying Bidders
89(4)
Using the Unpaid Item Process
89(1)
Relisting the Item
90(1)
Doing a Second Chance Sale
90(3)
Automating and Scaling
93(14)
The Different eBay Tools
93(2)
Using Turbo Lister
95(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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