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Ferramenta de promoções

O que é a ferramenta de promoções?

A ferramenta de promoções é um recurso simples que ajuda o vendedor a configurar vendas e promoções.

É fácil vender como um profissional: incentive os compradores a comprar mais itens e aumente o valor médio dos pedidos.

No momento, a ferramenta de promoções está disponível somente para contas com Loja eBay, independentemente do tipo de assinatura. Contudo, o eBay pretende ampliar essa oportunidade para mais vendedores.

Clientes que querem economizar

75%

of buyers look for discounts and special offers

42%

of buyers look for free or discounted shipping

11%

Sales growth seen by eBay sellers when using Promotions Manager

Fonte: National Retail Federation (США), 2013; estatísticas internas do eBay.

Quais são as vantagens para você?

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Atraia mais compradores na hora certa

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Aumente o valor médio dos pedidos

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Venda todo o seu estoque

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Reduza os custos de frete com um maior número de itens por pedido

Tipos de promoções

With Promotions Manager, you can set up 5 types of promotions for buyers:

1. Descontos por tamanho do pedido

Descontos de acordo com o tamanho do pedido ou do valor gasto pelo comprador. Você também pode criar promoções, por exemplo: compre um item e ganhe outro grátis.

2. Preço por volume (Volume Pricing)

Descontos para clientes que fizerem pedidos de várias unidades de determinado item.

3. Shipping Discounts

Frete grátis ou com desconto em pedidos que correspondam às condições que você definir.

4. Sale Event + Markdown

Redução promocional de preços para os itens ou as categorias selecionados.

5. Coded Coupons

Uma nova opção para oferecer descontos aos compradores dentro e fora da plataforma do eBay por meio de um código de cupom.

Como a ferramenta de promoções funciona?

1

Acesse a Ferramenta de promoções (Promotions Manager)

Ao selecionar a guia Marketing no Portal do Vendedor

2

Selecione um tipo de promoção e os itens

Siga as instruções apresentadas na ferramenta

3

Lance sua campanha

Defina as datas e comece sua campanha

Para que um item se qualifique para uma promoção, o anúncio deve ser em formato de Preço fixo com a opção Comprar já!

Como criar e editar suas promoções

Para criar uma promoção:

  1. In the Seller Hub, click the Marketing tab.
  2. From the left menu, select Promotions.
  3. From the drop-down menu under the Create a promotion button, select one of five options. By default, the promotion will have a unique name, but you can always change it to find it faster among others.
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  4. Set the basic conditions of the promotion depending on its type. For example, discounts or free shipping on select items.
  5. Select items for this promotion:
    • Click Select items if you want to add items manually — up to 500 SKUs or IDs.
    • Select the Create rules option if you want the items that meet the specified criteria to participate in the promotion: eBay or seller Store category, filter by price, condition, brand, etc. At the same time, you will have the opportunity to set exceptions for items.
  6. Check that all information is correct, set start and end dates for the promotion.
  7. Complete the setup by clicking Launch or Save for later. PM_02.jpg

Painel de promoções

Todas as promoções, tanto as ativas quanto as que foram salvas para mais tarde, encontram-se na guia Promoções (Promotions) .

Você pode usar o menu suspenso Ação (Action) para Pausar, Copiar ou Editar uma promoção ativa, bem como Continuar (Continue), Excluir ou Editar uma promoção pausada ou Excluir (Delete) uma promoção concluída.

Assim que você pausa uma promoção ativa, os clientes não veem mais o desconto, e ele não se aplica mais ao itens no carrinho. Você pode retomar a promoção a qualquer momento, selecionando Continuar (Continue) no menu suspenso Ação (Action).

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Na guia Promoções (Promotions) , também são apresentados os dados das vendas:

  • Vendas básicas: vendas de itens que não fazem parte de nenhuma promoção ativa.
  • Vendas promocionais: vendas de itens que fazem parte de uma promoção, liquidação ou outra oferta especial.

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Além disso, você pode Baixar relatórios (Download reports) para analisar os resultados das suas promoções e decidir o que deve ser ajustado para que as próximas promoções tenham máximo impacto.

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Como planejar sua estratégia de marketing

Confira os exemplos de promoções no guia do vendedor iniciante: quais campanhas e quando promover seus itens para milhões de compradores da maneira mais eficaz.

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Perguntas frequentes

How many items can I offer in my Sale event + markdown campaigns?

You can list up to 10,000 items in your markdown campaigns. For other promotions created using rules, the number of items is not limited.

If I create a markdown sale event with Promotions Manager, when will my items be discounted?

Unlike Order Size Discounts, where the discount isn't applied until checkout, when you mark down an item, the item's price on eBay reflects the markdown and a buyer sees it in the listing. When your sale ends, eBay will mark your items back up to their pre-markdown prices, which may take several hours.

Where can buyers see my discounted listings?

Buyers will see a special strike-through price treatment in the following places:

  • Item Page (plus Free Shipping, if offered)
  • Cross-Promotions on the bottom of the View Item Page
  • eBay Stores Promotion Boxes
  • Search results
  • In-Store Search results (this is the Search within a particular Store)
  • Items I'm Watching (if the item has gone on sale after it was added to the buyer's watch list)
  • Items I'm Watching Ending Soon Email

The Sale price will be displayed as the Buy It Now price (including in the main eBay search results).

What kind of listings would qualify to be part of an offer?

The minimum requirements for qualification in a special offer are:

  • Items must have PayPal as one of the valid payment options.
  • Items must have a Buy It Now option. 

No Auction types are supported. Best Offer type with a Buy It Now component is supported, but discounts will only be applied if a purchase is made through Buy It Now. Once the buyer has made a "best offer bid" and that bid is accepted, the item is no longer eligible for order discount offers.

  • When entering or selecting SKUs for SKU based offers, multi-variation (color, size, style, etc.) items/listings must include the parent SKU ID to be eligible for the offer. Child variation IDs do not need to be added and will automatically be fetched per the parent SKU ID. If only the child SKU ID is included in the offer, this item will be ignored.

In what order will items for my offer be displayed on the item pages?

In order to enhance the relevance of cross-sold items that are displayed on the Item page, the eBay promotions tool will use an algorithm based on item price, shipping price, and quantity sold to determine the order in which your configured items are displayed. If your items are new and do not have sales history on eBay, the promotions tool will use the order in which you provided the SKUs to determine the display position.

Is there a way I can configure the event to surface inventory in the order I prefer?

There is currently no way to change the order. The order is determined based on sales over impressions, so the best performers get the prime placements.

  • Large inventory sets: If offer is a storewide offer or maps to multiple categories, Promotions Manager fetches the other items in the offer for the same category and then displays the item based on popularity (impressions / sales).
  • Small inventory sets: If the number of eligible items is less than 500, Promotions Manager grabs all of the eligible items and displays based on popularity (sales / impressions).

What is the limit of SKUs that can be listed in an offer? Is this limit going to change?

You can list up to 500 SKUs with each Order Offer. The limitation is not in scope for the future adjustments yet.

I have more than 500 SKUs that I need to put on a promotion. How can this be done?

If you have more than 500 SKUs for the promotion, the best practice is to select items by Store category. You can also create a second Store category for items to be placed in a promotion. If you cannot create new Store categories, you will need to separate the items into different order size promotions.

How are the discounts distributed?

The total discount from your special offer will be applied to the buyer's order subtotal. The order discount is then itemized across all items (primary and related) applicable to the offer on a cost weighted basis. This is an industry standard that's designed to protect sellers from buyers getting an item for a steep discount when returning the more expensive item. To prevent buyers from getting any discount when returning part of the order and no longer satisfy the discount conditions, you can change your return policy to not accept partial returns.

Can I schedule my offer in advance?

Yes, Promotions Manager allows you to set offers to activate at a future date/time and specify the date/time when the offer should automatically deactivate. Once an offer is live you can also edit it, put it on hold, or end it prior to the specified end date.

Can I schedule when to place my offer on hold or when to reactivate my offer?

The eBay tool for creating and managing promotions does not currently support the ability to schedule offers to be held or reactivated at a specific time. When you choose to pause an offer or resume an offer, it will take effect within 15 minutes.

How do I exclude SKUs from a promotion?

You can exclude up to 100 SKUs from a promotion on an item by item basis or by exclusion rule using eBay or seller Store category.  This can be done during offer creation: select Create exclusion rule when you pick up items for your offer.

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