I get frequent emails from my newsletter readers wondering why
their eBay auctions aren't working.
You might have the most brilliant auction description page with
a fantastic set of pictures offering a superb item at an
incredible price. But the page counter shows after seven days of
your auction that it's only been seen by 3 people. Has that
happened to any of your auctions?
If it has, I always start at the same point. The auction title.
In 99% of cases, the reason for low viewing figures is that your
auction title isn't smart enough.
Here are a few facts. At the end of this small list you'll
understand the secret power of eBay auction titles:
a) 79 million times each day buyers use eBay's search box to
locate items in which they are interested.
b) eBay's standard search system takes the search words keyed
in, and compares them with the titles in its database of 10
million auctions. (Note it doesn't compare them with sub-titles,
or auction descriptions)
c) If an auction title doesn't contain the words keyed into the
search box, the auction won't get returned in the search results
list. And that's another of the 79 million searches you've
missed out on!
d) If an auction isn't returned in a search list, it can't be
clicked on to have the auction description viewed.
So, the whole of eBay's default search system relies on matching
keywords with auction titles. And that's the secret power of
auction titles. If your title contains words which buyers are
searching upon, your auction will be returned time and again in
search return lists. Let's say you want to create a new auction.
Remember, your auction title has three functions:
1) To contain keywords. (Number one on this list for the reason
you now know!)
2) To persuade buyers to click through to your auction
description page
3) To convey what the item is
To decide on the keywords to use, you have to think like a
buyer. What words would be used by a person interested in
searching for an item like yours?
At this stage, just list them. Don't put the words into a
sentence yet. Spend as long as you like on this exercise. The
more effective you are with this, the less likely you are to
have one of those sleepy auctions that rarely gets a visitor.
Having listed as many keywords as you can think of, you have to
decide which are the strongest. Remember, you only have 55
precious characters for your auction title.
Taking your best keywords, you now create your auction title.
It's not an English exam, so it doesn't matter if it doesn't
scan like a sentence.
You can add a power word or two if you've space. By this I mean
words like stunning, limited edition, unique, rare, new,
one-off, exclusive, distinctive, dramatic etc. These are words
which can influence buyers to click through to your auction
description. They won't be searched on by buyers, so use them
sparingly. For the same reason, I don't advocate the use of
"clever" words like l@@k or w0w!
Finally, do the words in your title convey what the item is? If
so, that's it. You've created a powerful and compelling auction
title. And your title will appear more often in search return
lists. And, as you know, that's the key!
If you can get your auction to appear more often in search
return lists, more buyers will view your auction description
page. The more people that visit your auction description page,
the more likely you are to make a sale at an acceptable price.
Now you know the secret power, why not create a new title today
for one of your auctions? If you do, believe me you'll get your
fair share of the 79 million eBay daily searchers.
About the author:
Brian McGregor is an eBay and internet entrepreneur. He recently
created the 'eBay Master Class' for eBay sellers. For your free
copy, please go to
http://www.work
winners.com/ebm-request.htm
