Winning With Promoted Listings. Kathy Terrill I Love To Be Selling

Transcription

1 Winning With Promoted Listings Kathy Terrill I Love To Be Selling

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3 Creating a Campaign CHOOSE : You can put all your listings in one promotion BUT it makes it harder for you to sort the data. The tighter you categorize your Campaign the simpler it will be for YOU. You will want to analyse your data. A tightly categorized campaign makes it easier to do this. ebay's Promoted Listings Team has a great video on setting up your Promoted Listing Campaign:

4 NAME IT : When setting up your Campaigns in Promoted Listings, NAME THEM. This helps you know what the Campaign is all about. Men s Shirts Trending Rate. Women s Clothing Trending Rate, Collectibles 1% over Trending Rate etc. You can change the name of the Campaign. Just click the name. It's recommended that you don t set an end date.

5 RATE : Overall, using ebay s Prevailing Rate is recommended for your Promoted Listings Campaigns. Advanced Tip: Split a category into three segments. Do one Campaign slightly below the trending rate, one at the trending rate and one slightly above the trending rate. Compare results. See what works best for you. END IT : To be able to delete a Campaign, it has to have an end date. If your Campaign has no end date, which is recommended, edit it and then add an end date. Once the end date passes, then you can edit and delete it.

6 Running a Winning Promoted Listings Campaign! TIME TO LOVE YOUR DASHBOARD : The Trending Rate changes daily. For that reason, it s recommended that you check your Campaigns Trending Rate WEEKLY as it may go up or down. Advanced Tip: For VERY popular categories, you may want to check the Trending Rate several times a week, or daily.

7 Click EDIT on your Campaign and re-click apply Trending Rate. This keep your Campaigns running with the most current Trending Rate. At some point in the future there will be an auto pilot feature where once you accept the Trending Rate it will adjust automatically, but for now checking it regularly is recommended.

8 COOL STUFF : The numbers you see across the top of your dashboard are for ALL your Promoted Listings Campaigns. To get Impression number for each individual Campaign click the NUMBER of LISTINGS or the Number SOLD. You ll get numbers for that Individual Campaign of Impressions, Clicks, and Solds!

9 If you Click the SOLD number you ll see what date(s) items sold. This is SUPER helpful if you re running a sale or social media campaign. Facebook has MILLIONS of daily users. An optimized Facebook Business Page gives you access to these potential customers.

10 Use my The Ultimate Guide To A Facebook Business Page For Sellers Mini Course, to expertly set up and MAXIMIZE your page quickly for SALES. Click HERE for yours. Promoted Listings combined with an optimized Facebook Business Page gives you a 1-2 punch to ignite your ebay sales!

11 SHOW ME THE MONEY : A quick way to find out what sold without downloading a report is to click the EDIT. It s under the MANAGE tab on the right of each campaign. When you click EDIT, you ll see each item in the Campaign. Under each item you ll see the number of Impressions for each item and how many sold. It s interesting to see how many Impressions (views) an item gets before it is sold!

12 CHECK UP TIME: At least once a month download reports for each of your Campaigns. This is the AMAZING data! Look at ALL the columns and learn about your listings! Column I How many TOTAL SOLD including Promoted Listings. Compare I with M- how many sold ONLY through Promoted Listings!

13 Column K is Impressions HOW MANY TOTAL VIEWS. Remember you only pay for the sale from a click. N Promoted Listings sold - total dollar amount. O Average Cost per SALE. Tightly group your Promoted Listings to make the data analysis easier for you.

14 Extra Juice For Your Promoted Listings! If you are not seeing solds from Promoted Listings do the following. 1 - CHECK SOLDS on ebay for similar items as what you have listed and in your Promoted Listing Campaign. Is this item selling for anyone? If buyers are NOT looking to buy your product no amount of promoting is going to sell it.

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16 3 - Be aware that your item might be in demand in only one color, size or style. Check ALL the particulars for sold items. With ebay's Advanced Search you can filter your research search by keywords. ebay s Advanced Search data goes back 60 days; Terapeak #ad has ebay sold data going back three years. It is normal to have a lot of impressions compared to clicks and solds. If you have thousands and thousands of impressions with only a few clicks take a long hard look at your title, item specifics, pictures, keywords, and descriptions.

17 3a - Examine your title. ebay gives you 80 characters. 75 or more is best. Give Promoted Listings keywords to find and index your listing. Promoted Listings uses the words in your title, item specifics, and description to know what your item is, so it can showcase it to the right buyers. The more information you give Promoted Listings, using good keywords, the better. Keyword are: brand, style, detail, pattern, size, period, color. type, usage etc. Think, what words would a buyer use to find this item?

18 If you are missing even one to two crucial keywords, it can make a huge difference. Your keywords help Promoted Listings know what your item is and showcase it to the right shoppers. Unsure of good keywords? Have a seller buddy help you, a Facebook Group, or a coach. You are welcome to post listings for keyword help, after you do your own research in the Facebook groups I founded, ebay Selling Basics Nothing But Selling Basics or ebay Stores Nothing But ebay Stores.

19 3b - Look at your FIRST picture. Is it interesting? Does it clearly capture your item? Does it draw the shopper s eye? Ask seller friends to look at your pictures. Look at what big brands do with pictures. How can you do that on the scale you work at? Remember you want to get that click! 3c - Fully use your item specifics, THEY ARE CRUCIAL. FILL THEM IN. Color, brand, size, pattern, model, country of manufacture, product identifiers etc. You want Promoted Listings to know all about your listing.

20 Promoted listings scrapes data from your listing and then puts it through an algorithm to place you in promoted search. It scrapes the data from your title, item specifics, and description. Give it RELEVANT food in your keyword rich title, and fully filled in item specifics and well-written description. Help Promoted Listings help YOU get sales. 3d - Some items are what is called long tail items. This means it may take a long time to sell. That being said, some sellers find some of their long tail items are sold within a few weeks of being listed in a Promoted LIstings Campaign.

21 This is because the Promoted Listings algorithm found placements for the products from their excellent keywords and data, helping an interested shopper discover the item and BUY it. To help increase traffic and sales for your long tail or more unique items, it's a great idea to create a separate Promoted Listings Campaign just for them. Track which long tail items are getting impressions and clicks and which aren't. The ones that aren't getting clicks should be closely analyzed (see above information on titles, pictures, and item specifics).

22 Look VERY carefully at your title and item and item specifics, doing some extra keyword research. Please note, that you can have an excellent long tail item listing and it does not get clicks or a sale. You have not done anything wrong, rather you are waiting for the right shopper to come along and discover your product. Your excellent listing gives Promoted Listings and shoppers the opportunity to find your listing when your product fits the criteria of the shopper's search. Again, think like a buyer.

23 3e - Make sure your item is listed in the correct ebay selling category. When you go to list an item, what category is ebay suggesting for your product? Check solds for your item. What category is getting the most solds? Listing in the correct category is VERY important. 3f - The Promoted Listings team notes that items with strike through pricing (pricing ebay store owners get from running a sale) and items with free shipping get a better click through rate. Consider those choices for your listings.

24 3g - Increase the Trending Rate on a slow moving Campaign. If you are in a very competitive category going above the Trending Rate can give you the competitive edge you want. Are you frustrated because you don't see your listing in Best Match or not often? All sellers that are in Promoted Listings have their items indexed by Promoted Listing's algorithms.

25 Similar listings at the same Prevailing rate, let s say Blue T shirts, are cycled through various parts of search by Promoted Listings. So if two listings for the same product are being sold by two different sellers, Promoted Listings will rotate those items through search. Best Match is ONE area your item can be featured by Promoted Listings.

26 Many areas on ebay are GREAT places to have your items shown to shoppers. Best Match is only one placement Promoted Listings features your listing. You can be shown to shoppers after they pay for an item. Your item can be in Product Showcase buttons to the right of search, where shoppers search brands or styles. Promoted Listings showcases your listings in related items modules all across ebay. Sellers get sales from Promoted Listings from many different kinds of placements, all good.

27 Promoted Listings WANTS your item sold

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29 In closing, a well-crafted listing helps Promoted Listings accelerate your sales results. Promoted Listings is not a magic pill to sell items that shoppers don't want. Check the category you have your item listed in. Make SURE to fully optimize your titles, item specifics, and pictures. Select a picture that makes shoppers want to stop and click. Size, brand, color, and product identifiers are crucial to help Promoted Listings promote you to relevant shoppers.

30 Use your Promoted Listings dashboard to improve your listings. If you are getting very few clicks and sales, analyse your listings. If you sell long tail items, put them in a separate Campaign and track which items get clicks and which don't. Promoted Listings is still used by the minority of ebay sellers that qualify. It is a great way to give your listings a competitive edge on ebay. Here's to sales rolling your way using ebay's Promoted Listings!

31 Enjoy the sales Promoted Listings Done right can bring you. Regularly check the Prevailing Rates on your Campaigns once a week. At least once a month look at your reports and analyze your results to see how you can improve. Add a maximized Facebook Business page with The Ultimate Guide To A Facebook Business Page For Sellers Mini Course and you are on your way to maximizing your ebay sales!

32 A Little Bit About the Author Kathy Terrill is a New York-based professional actress who has more than 25 years of experience in brick-and-mortar retail and over 6 years as an on-air product presenter for QVC, the shopping channel. Kathy started her ebay selling in small way. Kathy sold items from her Manhattan NYC apartment while caring for sick family members. Kathy s ebay business has grown and she is now an ebay influencer and Top Rated Silver Powerseller.

33 You'll find Kathy regularly on Facebook as the founder for the seller group ebay Stores Nothing but ebay Stores which has over 3500 global members, ebay Selling Basics Nothing but ebay Basics, Etsy Shop Nothing But Etsy Shops and Online Selling Nothing but Online Selling. Kathy is an in demand speaker and private sales coach. She enjoys sharing her expertise at ebay and ecommerce events all across the US.

34 Kathy loves to help sellers of all levels increase sales with practical tips she gleans from her extensive retail experience. The author is not an employee of ebay Inc. or Etsy or any of its affiliated companies. Views expressed in this publication are the author s own, and do not reflect the views of ebay Inc., its employees, affiliates, or indeed anyone else.