Groundbreaking strategies for reaching millions of customers online and boosting traffic, sales, and profits This full-color, seminar-in-a-book presents a proven plan for maximizing your online profits by leveraging the top three services: eBay, Yahoo! and Google. Youll learn to: expand an existing eBay business to reach millions of targeted buyers; Open a Yahoo! store to build a thriving direct-to-customer business; and send more customers to their online retail business with improved search engine placement and targeted adword buys using Google. How to Make Money Online with eBay,Yahoo!, and Google explains how to use cross-merchandising and integration strategies to promote sales and manage inventory across multiple sales channels.




Contents at a Glance
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