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How to Make Money Online with eBay Yahoo and Google
Authors: Peter Kent, Jill K. Finlayson. PART I Building an eBay Business 1 How Your Business Fits Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2 Creating Your eBay Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 3 Preparing to Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 4 Plann...
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Authors: Peter Kent, Jill K. Finlayson.
PART I Building an eBay Business 1 How Your Business Fits Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2 Creating Your eBay Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 3 Preparing to Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 4 Planning Your Shipping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 5 Listing Your Items Effectively . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 6 Monitoring, Modifying, and Managing Sales . . . . . . . . . . . . . . . . . . . . . . 71 7 Payment, Shipping, and Feedback . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 8 Automating and Scaling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 9 Opening an eBay Store . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 10 Marketing, Keywords, and Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 11 Power Selling, Consignment Selling, and Analyzing Your Business . . . . 127
PART II Building Your Yahoo! Store 12 Getting Started with Yahoo! Merchant Solutions . . . . . . . . . . . . . . . . . . . 139 13 Adding and Importing Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 14 Working in Store Editor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 15 Creating the Home and Section Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 16 Modifying Page Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205 17 Customizing the Site Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217 18 Defining Payment Methods and Your Checkout Process . . . . . . . . . . . . . 231 19 Configuring Shipping, Taxes, and Inventory . . . . . . . . . . . . . . . . . . . . . . . 243 20 Processing Orders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261 21 Promotion Strategies and Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273
x How to Make Money Online with eBay, Yahoo!, and Google
PART III Using Google Pay Per Click and More to Grow Traffic 22 Google AdWords and Other Pay Per Click Programs . . . . . . . . . . . . . . . . 289 23 Setting Up a Google PPC Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303 24 Managing Your PPC Campaigns and Measuring Results . . . . . . . . . . . . . 319 25 Selling Through Shopping Directories: Froogle, Yahoo! Shopping, and More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333 26 Improving Natural Search Engine Ranking . . . . . . . . . . . . . . . . . . . . . . . . 339 27 Using Affiliate Programs and Other Marketing Techniques . . . . . . . . . . . 355 28 Selling Through Amazon and Other Merchant Programs . . . . . . . . . . . . . 365 29 Cross-site Merchandising and Promotions . . . . . . . . . . . . . . . . . . . . . . . . 375
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiii
PART I Building an eBay Business CHAPTER 1 How Your Business Fits Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Why Three Services? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 What Makes a Good Online Product? . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 The Perfect Online Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Understanding the Price Sensitivity of the Online Buyer . . . . . . . . . . . . 8 To Ship or Not to Ship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 CHAPTER 2 Creating Your eBay Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Why Sell Through eBay? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Registering as an eBay Member . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Setting Up a PayPal Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Using My eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Creating an About Me Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Using ID Verify . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Getting Help . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 CHAPTER 3 Preparing to Sell .