University of South Wales, City CampusTuesday, 25 March

2014 6: 30pm

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1. How Multichannel/Omnichannel Retailing can help your business Grow ?    6:45 - 7:20

This talk aims to emphasise importance of selling through various platforms in order to succeed online. 

Speaker: Karl Ciz from StoreFeeder gives advice on selling multichannel and profiting from Omnichannel routes to market.

2. How to get in top of eBay Search Results ?    7:25 - 7:50

Best Match is eBay’s default sort order for search results. It helps buyers find exactly what they're looking for from sellers they can trust.

Speaker: Matthew Ogborne from Understanding E loves eCommerce and helping Small & Medium Business Succeed Online with eBay & Amazon.

3. ALL New Google Shopping ! How to Increase your Sales with Google Product Listing Ads ?  7:55 - 8:20

Speaker : Prabhat founded Online Seller Wales with an aim to educate online sellers and encourage small retailers to sell online through reputed channels like eBay and Amazon.

Topics / Speakers/ Q & A

Let us know How you are Engaged Online !

Omnichannel Retailing

How Multi-channel sales can revolutionise your business.

Karl Ciz – Director - StoreFeeder

1. Multi-channel Vs Omnichannel

• What is Multichannel• What is Omnichannel

• Examples – Tesco / Chat / Facebook

• How do retailers benefit from “touching” the client more than once?

Practical considerations

• Logistics

• Stock Control

• Market analysis / Profit

• Platform rules and regulations

• Real-time Data / Suppliers

• Design / Marketing

• Consistency Vs Demographics

Strategy

1. Plan ahead2. Select markets on research3. Choose appropriate Automation tools4. Implement and test5. Segment your product lines – start with

the top sellers6. Secondary routes to market7. Internationalise

Markets to consider

• eBay

• Amazon

• Play / Rakuten

• Tesco Marketplace

• Website – your own platform!

• Social

• International sites - platforms

Should I go MultiChannel?

• The most successful sellers online are all multichannel sellers. Simple exposure of your product to wider audiences will yield higher sales levels. Multi-channel sales will drive your business forward.

• Omnichannel is something to consider during your planning for Multichannel, it will drive further sales.

Conclusion

• Mutilchannel will increase exposure / Footfall

• Omnichannel will allow for cross promotion

• Plan ahead – do your research

• Implement step at a time

• Suppliers – automate where possible

• Remember – Marketplaces Differ

Thanks!

Karl CizDirector

www.storeFeeder.com

Tel: 0115 973 8074

Email: karl@storefeeder.com

Best Match 101

Visit us at: UnderstandingE.com

eBay Best Match 101

In this discussion you’re going to be learning the following:

●The history of Best Match●What Best Match anyway?●A special note on “Hacks”●How Popularity, Relevance & Reputation impact Best Match●What things eBay use to rate a listing and a ratio they use●Why every listing is created equal (ish)

In the old days, all listings were shown in date ending order. So if you had listings ending right now, you were at the top.

Since 2008 Best Match has been the default method with which eBay show listings on search result pages.

Love it or hate it, it’s here to stay.

The History of Best Match

Note: eBay Best Match is a proprietary search algorithm as such we are unlikely to know exactly how this works right now, in the past or in the future.

Cassini is eBay’s latest search engine which is taking over from the Voyager engine.

Key Points:

●Voyager would only read the 80 characters in the eBay title.●Cassini will now read everything, including the full description●Cassini will also show results dependent on that individual buyers past buying habits and preferences●Cassini was first released in June 2013 ( although some sellers believe it was earlier than this ) and was completely rolled out by the end of 2013 on the eBay.com site●International sites are to follow throughout 2014

The Introduction of Cassini

● Returning the right products to buyers to make sales

● Nothing more

● Nothing less

● It’s all about the buyers

What is “Best Match”?

All eBay does is return all the results for your search on eBay

So if you searched for “Camera” and you have a camera listed, you will be in one of the ~450,000 search results

Best match also searches item specifics for matches to your search term.

When you make a search

● They typically start with a search● Some buyers carry on making more searches to

refine their original search● Others use the left hand navigation to drill down

into categories and item specifics

How do customers search on eBay?

THERE ARE NO LONG TERM “HACKS”

quality always wins

eBay measures how your buyers interact with your listings:1.Clicks to view an item pageThey leave the main search to view your product2.Whether a buyer purchasesThe ultimate goal3.Bids on an AuctionAnd made a bid action4.Watches a listingAt least they made an action!

Popularity

Insight●Each time your listing is displayed in a search result, ebay counts this.●It doesn’t matter if you’re #1 or #50 in the list●Then when a clicks through to your item, this is also tracked

Why?1.A high click through rate could indicate a desirable product2.A poor click through rate could indicate a undesirable product (or at least a miss-fitting one)

Clicks to view an item page

Insight●More sales = A decent listing

Why?1.Someone bought it!2.Someone bought it!3.Someone bought it!

Whether a buyer purchases

Insight●More bids = A decent listing

Why?1.Someone wants to buy it!2.Someone wants to buy it!3.Someone wants to buy it!

Bids on an Auction

Insight●More watches, indicates buyers are interested

Why?1.The customer has saved it for later

Note:●Expect the follow action to become a factor too

Watches a listing

In short you are being measured

Popularity Summary

Bids & Purchases

Clicks

Views

WatchesMaybe follows too

Basically eBay wants buyers to engage with your listings, through bids, buys, clicks and watches.

The good news is many things impact this, such as:

●Categorisation●Item specifics use●Multi variations ( special note on this next )●Description●Images●Handling time●Free shipping

What does this mean for you?

● Listing titles● Low handling time● Fast shipping● Delivery options ( click & collect )● Sales history● Proven seller

Views : Clicks : Sales

The Ratio

Views : Clicks : SalesThink about variation listings for a few moments....

More products on one product page = A higher number of chances to make a sale

PS. More recent sales = higher rankings

The Ratio

eBay wants to return your products at the top of the search results.

But only when the listing is relevant.

Relevant by:

●Category ( Choosing the right one )●Keywords ( Title & Item specifics )●Pricing●History●eBay Catalog

Relevance

you can’t build a reputation on what you are going to do

Henry Ford

eBay wants you to be at the top of the search results.

However eBay doesn’t want to put a seller at the top of eBay search that is unproven or has proven not to be a “great” seller. That’s not great for buyers

Things to consider:

●Selling history in your category●eTRS ( top rated seller )●Policy compliance ( understand them, it’s your responsibility )●DSR’s ●Feedback●Disputes●Soon to be “Defect Rates” ( Aug 2014 )

Reputation

Brand new listings are given a chance in the search results to be viewed and to gain...●Clicks●Watches●Bids●Purchases

And yes your “Popularity”, “Relevance” and “Reputation” will impact all of these.

Rating Zero

We learned the following:●Best Match is nothing scaryIt’s about returning the right products to the right buyers●eBay wants you to sell productsThey use a ratio & other metrics to measure you●It’s about being popular, relevant and trusted ●New listings are given a fair ride●There are lots of things that you can do to go higherTitles, images, descriptions, cheat sheet etc...

Summary

Thank You!

@day2dayeBay

Google Product Listing ads replaced Google Product Search in the UK and around the world staring on the 13th February 2013.

 These new commercial formats will be labelled as “Sponsored” and appear in the space currently occupied by Adwords ads

STEP 1: CREATE AND SET UP GOOGLE MERCHANT CENTRE

Create a Google account or use existing one and log into www.google.co.uk/merchants. After a short registration process your account is ready to go.

•Store name & verify your domain choosing one of four verification methods. You can do so in your Merchant Centre Settings ->General tab. •Business information, customer support information and contact information

•Enter shipping information in Settings ->Tax and shipping. This ensures customer see shipping charges with your product price. There are two options for shipping:

•Set a flat shipping rate or specify free shipping•Customise shipping costs, based on the number of items, total weight or cart price.

STEP 2 – CREATE YOUR GOOGLE PRODUCT FEED

You can create product feed in two ways. • One is to create a file from your eCommerce

Platform All Shopping Carts have Google Shopping Plugin

• Create the product feed using spreadsheet program.

Follow Google Feed Specification to create Feed.

Required attributes

• ID – An identifier of the item

• Title – Title of the item

• MPN – Manufacturer’s Parts Number

• EAN / UPC - Barcodes

• Description – of the item

• Product Image

• Google Product Category – Google’s category of the item

• Product Type – Your category of the item

• Link – URL directly linking to your item’s page on your website

• Image Link – URL of an image of the item

• Condition – Condition or state of the item

Simply follow Google’s feed specification to populate your product feed file and save it in Tab delimited (.txt) file. The next step is to upload the file using “Manual Upload” on your dashboard. Please note it will take up to 24 hours for the feed to process.

• Products failing to fulfil specification will be disapproved and failing to follow shopping policies will result account suspension which can happen within few days of warning!

You can view this on your Merchant Center Account Dashboard. When you encounter this situation start working on individual issues and resolve them.

STEP 3 – LINK YOUR MERCHANT CENTRE ACCOUNT WITH YOUR GOOGLE ADWORDS ACCOUNT

• Your products feed is ready in your Merchant Centre Account. Linking it with Adwords account allows you to create your Product Listing Ads with product data.

Linking from Adwords Account• If you already have Adwords Account Click on the blue “Set

Up Product Listing Ads Campaign” button to start linking Merchant Center with your Google Adwords. If you have not got account simply create one

Linking from Merchant Centre Account• You can also link an Adwords account to your Merchant

Centre account in order to create your Product Listing Ads. Simply enter the AdWords Customer ID for that account and click “Link Account” in your Merchant Centre Account. Once linked, you can then sign in to AdWords and set up campaigns.

Simply Select “Shopping” from the Campaign Drop Down Menu

STEP 4 – CREATE YOUR FIRST GOOGLE SHOPPING ADS

Google uses information in your Merchant Center products and shows relevant products when customers look for your products on Google search and Google shopping.

Enter Campaign Details including what you are willing to Pay

Enter Ad group Name and “Promotional Text”

You can always change Promotional Text

Here’s How Promotional Text Appear

Your Google Shopping Ads are READY.

Click on “ + “ under Product Group to see Categories

Now you can Select Either All products or Certain Category

Here’s Example of Selection of a Category

You can Assign Different Bids for Different Categories

Google Shopping Ads

STEP 5 –MONITOR YOUR GOOGLE SHOPPING ADS RESULT

The snapshot below shows Google Shopping Ads Conversion Rate 8.31% for a store with Google organic conversion of 4.70 %.

Definitely gives you better ROI.

Click to Start Your Campaign

*Spend £25.00, New Account Only

30th April – University of South Wales, Newport

@day2dayeBay

daytodayeBay@gmail.com

M: 0751 8839 629

DaytodayeBay for Tips and Tricks of Selling Online

Available on Skype prabhat.shah1

Connect with Me on LinkedIn http://uk.linkedin.com/in/prabhatshah