eBay has installed a new
feature that lets you promote your Shop alongside listings
returned when someone searches for specific products through the
company’s search engines. This means, for example, if someone
searches for CD cases and you have an eBay shop specialising in CD
cases, then your promotion can be shown alongside appropriate
listings from eBay’s search engine. It works a bit like Google’s
AdWords where you only pay when someone clicks on your promotion
and you bid alongside other advertisers up to the maximum amount
you are prepared to pay per click.
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There are three things that put
me off using the new system right now:
1) The system is not easy to understand and I found no way to
locate decision-making information without actually signing up to
the offer. And once I sign up I could find myself bombarded with
offers to increase my spend on keywords used to trigger my
promotions. And it’s sometimes hard to refuse, like AdWords
there’s always the temptation to spend a little more for promises
of more traffic and greater profits. Only …
2) Like AdWords you could find the system sometimes costs more
than it will ever generate in profits.
3) There are many far more effective ways to generate traffic to
your eBay Shop that cost absolutely nothing! Hence the reason this
articlefocuses on ways to promote your eBay Shop for free.
Those of you marketing elsewhere online will be pleased to know
these techniques work just as well for driving traffic to
virtually any type of Internet presence as they do at getting
people to visit your eBay Shop.
Techniques listed here work long term, meaning they are best used
to drive traffic to your Shop front or to product categories but
not to individual products in your Shop or auction and Buy It Now
listings which might quickly disappear from eBay and waste all
your valuable traffic.
Let me take you through a handful of many easy ways to promote
your eBay Shop totally free of charge:
* Search engine optimise your eBay Shop to respond to searches
outside of eBay by using words in Shop names and categories, also
long term product listings, which resemble those words and phrases
people actually key into search engines to locate products such as
you are selling. Carefully optimised eBay sites often rank top of
Google and other search engine listings even for short term
auction listings. That’s because Google and other search engines
are quick to list properly search engine optimised pages on high
ranking sites like eBay. So you’ll need to add high frequency
keywords, those that are keyed most often into search engines, to
your Shop name, product categories and product listings. Determine
what those words are by visiting www. freekeywords.wordtracker.com
and key words into the search box that describe your product.
WordTracker will provide a list of phrases that feature your
keyword suggestion along with the number of times those searches
take place each day. You should use highest frequency – as long as
they are also appropriate – key words and phrases in your Shop and
product category names, also long term product listings titles.
Here’s another way to choose effective keywords to help your Shop
rank high in outside eBay search engine returns. Go to Google and
key in words to describe your product, use a lot of different
suggestions and take your time carrying out this exercise. Check
listings returned organically by Google, namely those on the main
list and not including AdWords promotions. Look for eBay listings,
look through the first five or six pages or so and take time to
study eBay sellers concerned. Look for reasons why they rank high,
study Shop names, category listing names, listing titles,
descriptions, and so on. Then use similar words to search engine
optimise your Shop. Be careful not to copy trademarks and
copyright items or you could be expelled from eBay.
* Write articles about the kind of products you sell on eBay and
link back to your eBay Shop or individual product categories and
long term product listings. Incoming links from high ranking
article directories like Ezine Articles can grow your search
engine ranking even if no one ever reads your article. As an
example, if I have an eBay Shop selling pet foods and health
products, I could write short articles about specific types of
pet, individual breeds, the many aspects of caring for a pet,
various ailments common to specific animals, and so on. At the end
of each article I’d say something like ‘Avril Harper is the owner
of SHOP NAME and prides herself on providing top quality food and
healthcare products for all popular species of pet, and some
unusual ones also. Go to SHOP URL for everything you need to help
your pet live a long, happy and healthy life.’
* Start a blog focusing on the overall theme of your Shop or a
specific product category. Give it a name that reflects your
product type and try to post to your blog at least two or three
times a week with each post hyperlinked to your eBay Shop front or
individual product categories and long standing product listings.
Regular posts and backlinks from high profile blogging platforms
like Blogger and Wordpress help raise your site in search engine
rankings. Here’s another good tip: make your blog interesting and
the longer people spend reading your posts, also the more return
visits you get, the higher your blog will appear in search engine
returns and consequently the greater the number of people who
eventually visit your shop.
* Visit forums populated by people likely to be interested in your
products. In my pet shop case I might visit forums populated by
dog lovers or people with pets suffering specific problems such as
epilepsy, for example. Spend a few days reading what other people
say and get a feel for the kind of products that might satisfy
their needs. These can be products you already stock in your eBay
Shop or you might obtain a few items you think might appeal to
forum members. Once ‘accepted’ by fellow members, meaning you did
not begin marketing to them the minute you joined the forum, you
can begin offering tips and product recommendations and giving
your Shop url as the location for buying those items. Some people
suggest this type of blatant self-promotion is less profitable
than using a fictitious ID for the forum, but if you choose that
latter option you must be very careful to keep your real identity
secret. Find forums by searching Google for ‘forum + subject’,
where ‘subject’ is the focus of the forum, such as ‘forum + dog +
epilepsy’ for forums such as I visit.
* Do write-ups about the theme of your eBay Shop, also individual
products, at social media sites like Digg, Stumbleupon, YouTube
and FaceBook, with your Shop url hyperlinked somewhere prominent.
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