Shopee Ads:

Advanced Training Session

2022

1
Agenda

1 Shopee Ads
2 Optimising Product Search Ads
3 Using Discovery Ads right
4 Boost Ads
5 Strategy for Big Campaigns

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What is Shopee Ads?

Benefits of using Shopee Ads

1 Boost exposure by pushing your

Shopee Ads is paid reach products to the front in high traffic areas
that increases awareness
to potential buyers on 2 Increase sales by displaying your ads to
Shopee, boosting sales shoppers with high purchase intent

conversion opportunity.
3 Proven, effective marketing investment
with measurable ROI (Return on
Investment)

Visit Shopee Ads Website for more details

User guides: 1) In English and 2) in Chinese (CB version) https://myads.shopee.ph/learn/faq/62/45
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Objectives in Setting up Ads
Ad Objectives Shopee Ad Types
Step 3: Determine Ad Objectives
Low
purchase ● For users with products in mind (generic
intent Increase keywords): Product Search Ads
awareness of your Awareness Shop Search Ads
product and store ● For users with no products in
mind:
○ Discovery Ads

● Product Search Ads to push specific product listings

Attract potential such as your store's unique product or top-selling
buyers with product to top search results
competitive Consideration
product listings ● Discovery Ads to suggest your best-performing
and new listings as alternatives in the listings

Capture and ● Product Search Ads to promote your product in

secure purchase search results
intent from Conversion
High
● Shop Search Ads to drive users to your store when a
potential buyers
purchase relevant search is performed
intent

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After successful ad set-up, how to monitor Shopee Ad performance?

Review data after running Shopee ads for at least 1-2 weeks
Ensure you have sufficient data before you even start ads optimisation

Export and save your data regularly

You can only access data up to the last 180 days

Track and optimise your ad according to your ad objectives

5
Agenda

1 Shopee Ads
2 Optimising Product Search Ads
3 Using Discovery Ads right
4 Boost Ads
5 Strategy for Big Campaigns

6
Optimizing Shopee Search Ads

Increase Exposure Increase Sales Increase Profit

Increase exposure of your Increase sales by closely Increase profit by

products by maximizing monitoring GMV and ROI optimizing ads based on
impressions and clicks of your products their ROI

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Optimizing Shopee Search Ads

1 Increase Exposure
2 Increase Sales
3 Increase Profit

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How to Optimize Search Ads to Increase Exposure
Metrics To Monitor
Metric Description

Impressions The number of times your ads are seen on the search results page by logged-in shoppers. The
higher the impression, the wider the reach of your ads to potential shoppers.

Clicks The number of times logged-in shoppers click on your ads to view your product detail page,
after seeing your ads on the search results page.

CTR (Click-through-rate) The percentage of time shoppers click your ads after seeing them on the search result page (A
healthy CTR will be around 2.5%)

Tip for advanced users:

Monitor CTR at keyword level because of the following::
a. Keywords that are relevant to the advertised product tend to have higher CTR
b. Keywords with high CTR are more likely to have a higher ad quality score and better Average Ranking which can enhance impressions
How to Optimize Search Ads to Increase Exposure
1. Products that have not met the desired impressions level Switch to broad match if you are using exact match
How to Optimize Search Ads to Increase Exposure
1. Products that have not met the desired impressions level Add new keywords with broad match
How to Optimize Search Ads to Increase Exposure
2. For keywords with both good impressions and CTR Increase bid price, if there is room to improve their
Average Ranking

1. Check impressions and CTR

2. If those metrics are high, increase bid price
1 1

2
How to Optimize Search Ads to Increase Exposure
3. For keywords with both low impressions and CTR If you are on a limited budget, stop or lower bid price

1. Check impressions and CTR

2. If those metrics are low, decrease bid price or stop keywords
1
1

! Reminder: Deleting a keyword will not

Tip: Choose multiple
remove it from the list but will only stop
keywords with low
keywords from running
impressions and CTR
then click Mass Delete
to save time
Optimizing Shopee Search Ads

1 Increase Exposure
2 Increase Sales
3 Increase Profit

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 Tip: High expense can
be avoided by editing
the bid prices depending
How to Optimize Search Ads to Increase Sales on your preferences or
deleting low performing
keywords
Metrics To Monitor
Metric Description

GMV (Gross Merchandise measures the total amount of money generated by shoppers from the purchase of the
Value) advertised product and other products from your shop within 7 days of an ad click.

measures the total amount of money spent on your ads. Make sure your expense is within
Expense
your advertising budget. (Note: Make sure expense is within your advertising budget)

indicates the return from your ad spend, by measuring the revenue generated from your ads
ROI (Return of Investment) from the sales of your shop's products relative to every dollar spent on your ad.
(ROI = GMV ÷ Expense)
How to Optimize Search Ads to Increase Sales

1. For Keywords with good GMV and if there is room to

improve their Average Rankings Increase bid price

1. Check if keyword has Good GMV and Average Ranking can be improved
2. Increase bid price as you see fit

2
Tip: Arrange keywords
from highest to lowest GMV
by simply clicking the arrows
beside GMV to easily identify
keywords with good GMV.
How to Optimize Search Ads to Increase Sales

2. For keywords with Good GMV Switch Exact Match to Broad Match

1. Check if keyword has Good GMV

2. Switch from Exact Match to Broad Match
1

Tip: Choose multiple

keywords with high GMV
and click Mass Edit
Match Type to save time
How to Optimize Search Ads to Increase Sales

Stop keywords with low ROI which bring less revenue

3. If you are on a limited budget
per advertising peso spent

1. Check ROI of a specific keyword

2. If ROI is low, delete keyword

! Reminder: Deleting a keyword will not Tip: Choose multiple

remove it from the list but will only stop keywords with low ROI
keywords from running and click Mass Delete to
save time
How to Optimize Search Ads to Increase Sales
If products continue to have low GMV despite ad optimisation at keyword level:

● For advertised products that are low-priced, re-allocate advertising budget for higher-priced
products that sell well
● Update product detail page with an attractive title, pictures and descriptions, and ensure that
your price is competitive
● For products that are not low-priced, if GMV does not improve after enhancing your product
detail page and lowering your price, re-allocate advertising budget to other higher-priced
products that sell well
Updating Product Detail Page

update pictures

attractive title and

clear product description

competitive price
Optimizing Shopee Search Ads

1 Increase Exposure
2 Increase Sales
3 Increase Profit

21
How to Optimize Search Ads to Increase Profit
Metrics to monitor
Metric Description

The percentage of your ads spend relative to the revenue brought by your ads.
CIR = Expense ÷ GMV x 100% (Try to maintain a CIR below 30%)
CIR
(Cost-income-ratio) A lower CIR is better.

indicates the return from your ad spend, by measuring the revenue generated from
ROI (Return of your ads from the sales of your shop's products relative to every dollar spent on
Investment) your ad.
(ROI = GMV ÷ Expense)
How to Optimize Search Ads to Increase Profit
Increase the bid price if there is room to improve
1. For keywords that have high ROI
Average ranking

1. Check ROI of a specific keyword.

2. If the ROI is good, increase the bid price.

Tip: Try to aim for an

Average Ad ranking
that is within 1-10
How to Optimize Search Ads to Increase Profit

2. For keywords that have low ROI Lower the bid price

1. Check ROI of a specific keyword.

2. If the ROI is low, lower the bid price.
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2
How to Optimize Search Ads to Increase Profit

2. For keywords that have low ROI Switch to broad match if you are using exact match

1. Check ROI of a specific keyword.

2. If the ROI is low, switch to broad match if you are using exact match
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2
How to Optimize Search Ads to Increase Profit
If manual keywords have low ROI, switch to auto
3. Use Auto selected keywords
selected

1. Turn on auto selected keywords, especially if manual keywords have low

ROI
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How to Optimize Search Ads to Increase Profit
If your advertised products continue to have many keywords with low ROI even after they
have been optimised:

● Update product detail page with an attractive title, pictures and descriptions, and ensure
that your price is competitive, to convert more clicks (which you are charged for) into
conversions
● If your ROI does not decrease after following the steps above, re-allocate advertising
budget to other products that sell well
Listing Optimizer
Data > Business Insights > Product > Listing Analysis

● Helps you identify

products that can be
improved

● Once you click edit,

it will take you to
product details page
Optimising Ads Performance

To increase exposure To increase sales To increase profit

- Impressions - GMV - Cost-Income-Ratio

Metrics to Monitor - CTR - ROI (CIR)
- Clicks - Expense - ROI

● Add manual KW ● Increase bid price for ● Increase bid price for KW
● Increase Bid Price for good manual keywords with high with lower CIR
How to optimise? impressions and CTR ROI and GMV ● Lower bid price for KW with
● Stop or lower bid price for ● Switch from exact to broad higher CIR
KW w/ both low match ● Switch from exact to broad
impressions and CTR ● Pause KW with low ROI match for KW with higher
CIR

Tip: Adjust bids in

small increments -
25% at a time
Agenda

1 Shopee Ads
2 Optimising Product Search Ads
3 Using Discovery Ads right
4 Boost Ads
5 Strategy for Big Campaigns

30
 Discovery Ads - place your product in prime recommendation sections

● Leverage on Shopee’s recommendation engine

to place your product in the following 2
recommendation sections:

2
1. You May Also Like: ad placed at the
bottom of a product details page that is
complementary to your product
Ad
2. Daily Discover: ad placed on the 1
homepage under Daily Discover

Ad

Discovery Ads Update:

Shopee is phasing out the Similar Products section.
1. Ads in the You May Also Like section will now generate more
impressions and orders
2. Impressions and other metrics for Similar Products will eventually
decrease to zero

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Setting up Discovery Ads: Use Auto Optimisation Mode
1 Click on Create New Ads and choose Discovery Ads
 Setting up Discovery Ads: Use Auto Optimisation Mode
2 Use Auto Optimisation mode to let Shopee manage the bid prices of your Discovery Ads

Seller Tips!

● With Auto Optimisation mode,

Shopee will manage the bidding
for your Discovery Ads across all
display locations.

● Set up and manage your ads with

minimal effort and time, or if you
are unsure of how to set the bid
price.

As a rule of thumb, these products work best for Discovery Ads:

1. Products with a lower price but equal quality, compared to products of competitors
2. Products with higher and more ratings, compared to products of competitors
 Setting up Discovery Ads: Use Auto Optimisation Mode
3 Set Budget and Time Length
Seller Tips!
4 Click Publish Ads
Budget indicates the maximum ad expense you are willing to pay.

● Set a daily budget of around ₱50-100 for new ads.

● Set “No Limit” if you want your ad to have sustained
exposure, especially for best sellers

Time Length indicates the length of time your ad is active.

● You can choose no time limit or impose a start and end

date.
3 ● Set “No Time Limit” if you would like your ad to have
6 sustained exposure.

4
 Setting up Discovery Ads: Set Bid Price Manually
5 Toggle off Auto Optimisation

6 Set Bid Price Seller Tips!

Bid Price indicates the highest amount you’re willing to
pay for each click on your ad.
5 Cost per Click will start at ₱0.30 per click, and increases
depending on the demand.

6 6 ● Start at minimum bid and increase in small

increments for more exposure

● Use Suggested Bid Price to be competitive with

your Discovery Ads

● To mass edit the bid prices, select the relevant

products and click Mass Edit Bid Price.

₱ 6.20 - 8.50

3. SETTING UP DISCOVERY ADS

Setting up Discovery Ads: Set Audience Setting
(For Selected Shops)
7 Click Add Advanced Settings to customise audience and display location setting
Customise your audience setting based on age, gender,
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locations, interest category or behavior*
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Seller Tips!
Setting a target audience allows you to target the most relevant buyers for
your business and products.
● “Locations” select for single or multiple locations based on
geographical zone and States/cities within geographical zone
● "Interest Category" of users are determined by their past product
view and click behaviours
● Use the "Behaviour" field to target buyers with the highest buying
potential (added shop's products to cart)/ For this criteria, Shopee
will adjust your bid prices to be more competitive for the buyers
with chosen behaviour
If you don't set a target audience for your ads, your ads will be shown to a
wider audience who still have high intention to purchase, achieving greater
exposure.

*Audience Setting is currently still on beta mode, and is only available for selected users

3. SETTING UP DISCOVERY ADS

Setting up Discovery Ads: Set Ad Display Locations
8 Set Premium Rate Seller Tips!

9 Set Status Premium rate allows you to increase bid price for each ad
display location. The final bid price is the maximum cost
you pay per click.
10 Click Publish
● If your bid price is ₱0.50 and your premium rate is
50% for You May Also Like, your final bid price for
You May Also Like is ₱0.75= ₱0.50x (100%+50%).

● Follow Suggested Bid Price to be competitive

Final Bid Price Range shows the minimum and maximum

bid prices for all the products after premium rate
adjustment.

Status allows you to set where to display your Discovery

Ads.

● Toggle off status for locations that are not

performing well or have low ROI

3. SETTING UP DISCOVERY ADS

How should I review and optimize my Discovery Ads?
Auto Optimization Mode

1. For ads that have good ROI

● Double or triple the daily budget.

2. For ads with no conversions after 100 clicks:

● Use manual mode and increase bid price or premium rate or simply just pause the ad

Manual Mode

● Increase the bid prices and premium rate for ads with conversions and good ROI
● Lower the bid prices for ads where the Cost Income Ratio (CIR) has exceeded your product's
profit margin, or switch off the ad
● Toggle off Status of the Ad for Display Locations where there are no conversions and expense is high
Agenda

1 Shopee Ads
2 Optimising Product Search Ads
3 Using Discovery Ads right
4 Boost Ads
5 Strategy for Big Campaigns

39
 Boost Ads (For Selected Shops)
With Boost Ads, sellers can increase their products' exposure in multiple high traffic areas at once and relax while Shopee
automatically optimises your ads to maximise sales.

Fuss Free Ads Management

Shopee automatically optimises your ads to maximise
exposure and sales

Budget Control
Sellers can set the total budget for your Boost Ads
campaign and how long it runs for. (promote your
product(s) for 7 days, 14 days, or Custom Boost)

Seller Tips!
We recommend Boost Ads for:

1. A new user who is not familiar with how to set up and optimise Ads
2. A busy seller who does not have the time to manage their Ads
3. A user who is unsure how to allocate budget product search ads and
discovery ads for their products
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Setting Up Boost Ads

1 Click on + Create New Ads 2 Click Boost Ads

3 ₱177.30
4

₱10.8k ₱1k

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 Setting Up Boost Ads

5 Choose a plan for your Boost Ads campaign Seller Tips!

● Choose a 7-day plan to increase

your products' exposure for only
7 days
● Choose a 14-day plan if you like
to maximise your outreach and
scale up your sales
5 ₱ 200.00 ₱ 400.00
● You can customise the ad
duration and total budget for your
Boost Ad campaign by selecting
₱ 200.00 Custom Boost.
○ Set "No Limit" for budget
and time length if you
want your ad to have
sustained exposure
○ Set a total budget to
control your expenses

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 Setting Up Boost Ads

6 Choose product(s) to promote

7 Click Boost to publish your campaign

Seller Tips!

● Use the search or filter

function to look for your
desired product easily.
₱ 200.00 ₱ 400.00 ● Choose products with the
‘thumbs up’ icon in the
product selector. These
₱ 200.00 items are recommended for
ads as they have high sales
and conversion rates.
6
7

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Agenda

1 Shopee Ads
2 Optimising Product Search Ads
3 Using Discovery Ads right
4 Boost Ads
5 Strategy for Big Campaigns

44
How to prepare for Big Campaigns with Shopee Ads?

Plan Ahead Scale Up Early Optimise for Results

● Be aware of the upcoming ● Start early with at least 1-2 ● Increase budget due to higher
big sales season weeks prior to the big click volumes during big
campaign launch campaigns
● Shopee Big Regional ○ Increase budget by
Campaigns: 9.9, 10.10, ● Set-up Shopee Ads in bulk 50% throughout big
campaign period
11.11, 12.12 and gather enough data to
guide optimisation ○ Increase budget by
● Big Festive Holidays: 200% on peak day
Christmas, New Year, ● Make full use of all three
Lunar New Year, Ramadan types of Shopee Ads ● Switch budget to “No Limit” to
etc. with your best-selling ensure continuous ad running
products and customised
● Raise keyword bid prices for
shop information your best-selling products

● Use campaign-related
keywords (e.g. 9.9, brand box)

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TO LEARN MORE, GO TO https://ads.shopee.ph/

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