eBay Promotions Manager - Highlights from 5/5/15 Webinar

[val2525]

First, key points:

* Promotions Manager only available to store owners.

* Promotions can be used with 3rd party listing services (Autiva, Ink Frog etc) but must be managed thru the eBay Promotions Manager dashboard.

* Can be set to start immediately or set to start at a later date/time.

* Can have a specific ending date, or if you want to reuse simply place promotion 'on hold' and 'resume' when you want to reuse it.

* Works with Markdown Manager and Shipping Promotions set via Shipping Site Preferences. Meaning buyer will get Promo special AND MM price, so keep this in mind when setting up.

* Codeless Coupons are sent to buyer (or buyers) and have their own URL.

* Promotions will NOT show on your storefront view. They will show on individual listings (on eligible items).

[val2525]

Types of Promos you can run:

[val2525]

Per eBay, most effective discount is order discount:

[val2525]

Example of a BOGO discount:

[val2525]

Example of % discount with purchase of X quantity:

[val2525]

Example of discount on related item(s) purchase:

[val2525]

Important notes on discount promos:

* If buyer buys required quantity, then returns item(s) (but keeps part of order), buyer will be refunded the discounted price. Example, you run a BOGO 50% off deal. Items are $10 each. Buyer paid $15 (first item at 100% of $10 and second item at 50% of $10). If buyer returned one item they would be refunded $7.50. This is because a BOGO 50% off is really 25% off each individual item.

* Discount promos work with MM. If you have both running, buyer will receive both. Example, you have MM of 10% off on all items, and you run a promo for $10 off $100 purchase. Buyer purchases 5 items at MM discounted price of $22, for a total sale of $110. Buyer will ALSO receive the $10 off of total purchase, meaning they owe you $100.

[/i]

[val2525]

Examples of bad promos (and why):

This one offered a multiple buy promo, but it was on unrelated items. Discount promos work better when they're on related items. Goal is to encourage buyer to buy more of what they're looking at.

[val2525]

Another bad promo - offered low discount on multiple purchases of higher priced items. Possible high shipping costs as well, due to size.

[val2525]

When you run a promo, eBay will show the promo info to the buyer in multiple locations:

[val2525]

When should you use promotions?

[val2525]

Things to consider when designing your promotions:

[val2525]

This was NOT part of the presentation today, but the topic came up on another discussion here, and is actually related.

Shipping rules and promotions that are set up via the Site Preferences are NOT the same thing. These are any shipping specials that show on the shipping tab of your listings:














This type shipping promo is set using Site Preferences and is available to all sellers. A store is not required.

[val2525]

One VERY BIG reason you should consider running promotions - they showcase YOUR stuff on YOUR listing.



This seller is NOT running any promos. Notice the other items on her item page - those are from other sellers.

[val2525]

This seller, OTOH, is running a promotion and HER other stuff shows on the listing. Also note how the discount is shown to a buyer (right side, green circled area). Very visual motivator to take advantage of the promo:

[val2525]

Where to go on eBay for more info:







EBay is supposedly sending a link to the presentation via email, but I haven't received it yet. When it comes in, I'll add it to the topic here.

[val2525]

Additional comments from the webinar:

* Promos ONLY work with Fixed Price items. They do NOT work on auction listings.

* It appears the buyer must use the eBay cart to get the deal. (Personal thought here - many buyers still don't know eBay has a cart, so you may need to add some wording on your storefront/listing etc. about this.)

* The promos are meant to encourage the buyer to buy more while they're shopping from you. (Personal thought here - they won't necessarily drive more traffic, just increase sales from existing buyers.)

* Promos can be used to develop repeat buyers. Send a new (to you) buyer a Codeless Coupon with a discount. The coupon can have an expiration date if you wish, you can also suggest the buyer pass it around. (Personal thought here - maybe send the coupon out AFTER the buyer has left feedback for you ).

* Promo will only show on the site you are registered on. Example, you are registered on US site; buyer is viewing your item on the UK site. They will not see the promo. However, if they are registered on the UK site but log into the US site, they will see the promo then.

* You can run multiple promotions. In this case, the promotions will be shown to the buyer in this order (assuming you have all these types running): order size promos, related item promos, selling event promos, shipping promos.

* Try to make your promotions relevant to your average buyer and based on your average selling price. Example, if you sell $200 items, a $5 off promo won't accomplish much and it may even annoy the buyer. Or, you set up a $20 off discount for $100 or higher purchase, but your average item price is only $4. That's a lot of stuff for a buyer to buy, and it may not encourage more buying. OTOH, if your average selling price is $50, and you run a promo for 15% off entire order of $75 or more, a buyer will see that as a good deal.
[/i]

[Shirley U Geste]

WOW thanks for taking the time to post all this Val, that is great info. 

If buyer buys required quantity, then returns item(s) (but keeps part of order), buyer will be refunded the discounted price. Example, you run a BOGO 50% off deal. Items are $10 each. Buyer paid $15 (first item at 100% of $10 and second item at 50% of $10). If buyer returned one item they would be refunded $7.50. This is because a BOGO 50% off is really 25% off each individual item.

Glad to see this and that they have it set up right. To me that means they actually thought ahead, which is unusual for ebay. 

[Pantlandia]

May 6, 2015 23:50:16 GMT val2525 said:

* It appears the buyer must use the eBay cart to get the deal. (Personal thought here - many buyers still don't know eBay has a cart, so you may need to add some wording on your storefront/listing etc. about this.)

This is the one biggest hindrance of the promotions. I have had buyers buy multiple items and wonder why they didn't get the discount. I usually put MUST ADD TO CART in the promo, but they still don't get that they have to put it in the cart...

[val2525]

I know I sent this as an ASQ during the seminar - "eBay really needs to inform buyers about the cart, MANY still do not know we have one", etc. I added it as a comment in the survey afterwards too.

I wish eBay would make use of the cart mandatory for all purchases except auctions, but I think eBay likes getting the extra FVF since many sellers probably don't request a FVF credit.

[mupcycledcouture]

Thank you Val for giving us this info!

and I have to say, it seems Ebay did a good thing with this one. I know we complain about a lot of Ebay stuff but once in a while they do pull something out of their asses.

[Deleted]

Mucho gracias Val, for putting this all together for us!

[zoesam]

Can't they do anything right? So, I try my first promotion. Buy 3, get 1 1/2 off. I select that they have to buy 3 in 2 places. But the text says Buy 2, get 1 at 50% off.

I think what they're attempting to say is 'buy 2 get the 3rd one at 50% off'. I guess I'll find out if anyone takes advantage, whether the actual promo is wrong or just the wording. I think it's the wording, b/c when I changed the quantity, the text changed accordingly & incorrectly.

Is it just me? With that wording, would you not expect to only have to buy 2 items?

[val2525]

Link to webinar:

event.on24.com/eventRegistration/EventLobbyServlet?target=lobby.jsp&eventid=978770&sessionid=1&partnerref=followup&key=21AEA45D369A34EB07942B3254451650&eventuserid=117319768

[Strawberry.fox]

This was incredibly useful, thank you so much for taking the time to post all of this great info!!

[kritter]

But the text says Buy 2, get 1 at 50% off

Yep, I can see where someone would think that one of the two that they buy is 50% off.

If the wording is confusing to us, just think how far out on the limb the average buyer will be.

[val2525]

If it's set up right, it should read that you a)must buy 3 items, and b) the third item is 50% off. Were you watching the preview when you set it up, zoe?

[zoesam]

May 12, 2015 2:17:49 GMT val2525 said:

If it's set up right, it should read that you a)must buy 3 items, and b) the third item is 50% off. Were you watching the preview when you set it up, zoe?

Not at the same time, but I can rewatch that part of it. I'm confident that I did it right though.  A-I'm a computer person, B-there were 2 dropdowns to select the number of items to buy & I chose 3 in BOTH of them, so it was pretty basic.  I will take another look when I can, I'll be gone most of tomorrow.  

eta; Wait, do you mean the little "preview box" or the presentation?  I WAS watching the preview box.  When I select 3, this is how it reads.  Also, if I select 2, then it reads "Buy one, get one at 50% off', so it seems that it completely intentional on EBay's part.

[zoesam]

May 12, 2015 0:56:34 GMT kritter said:

But the text says Buy 2, get 1 at 50% off

Yep, I can see where someone would think that one of the two that they buy is 50% off.

If the wording is confusing to us, just think how far out on the limb the average buyer will be.

Well, I showed DH the wording & asked him how many items total the person would have to buy & he said 3. So I think it's one of those things that may depend on how you look at it.    If that's the case, Ebay would figure it would look more attractive to buyers, if worded this way.

[Desire]

Thank you, Val!