LAZADA

SPONSORED
SOLUTIONS
THERE ARE MORE
CONNECTED PINOYS

73 M 10 HRS 5 HRS
PINOYS ONLINE ONLINE EVERY DAY ON MOBILE INTERNET
EVERY DAY

Source: Hootsuite We are Social State of Digital 2019/2020

 AND MORE PINOYS SHOPPING
ONLINE THAN EVER BEFORE
8/10
URBAN FILIPINOS ARE ONLINE
92%
ARE SHOPPING ONLINE BY 2025

SHOPPERS ARE BUYING THESE TOP 5 CATEGORIES

33% 28% 25% 25% 24%

Source: AC Nielsen Ecommerce Snapshot Philippines 2019
SHOPPING FESTIVALS (11.11, 12.12)
DRIVING BEHAVIOR CHANGE

+3X +75%
INCREASE IN AVE.
GROWTH IN SEARCHES
ORDER VALUE
FOR 11.11 & 12.12
PER BUYER

$27 $47 $44

BUSINESS
AS USUAL 11.11 12.12
Source: Google Temasek Report, 2019. MOE, Iprice group, SimilarWeb, Dec 2019
THEN ECQ HAPPENED.
 72% OF PINOYS HAVE SWITCHED
OR EXTENDED THEIR SPENDING
TO E-COMMERCE
BUYING GROCERY ITEMS, HOUSEHOLD ESSENTIALS & PERSONAL CARE

Source: COVID E-Commerce, Kantar, 2020

 ECQ HAS CHANGED
WHAT PEOPLE BUY ONLINE
GROCERIES CHOCO & SNACKS LAUNDRY SUPPLIES
15X 3X 5X
FIRST AID SUPPLIES BAKEWARE AIRCON
5.7X 13X 36X
Source: Internal Data, Lazada. ECQ (Apr-May) vs. Pre-ECQ (Feb)
HOW CAN YOU STAND OUT?
LAZADA SPONSORED SOLUTIONS USES
ADVANCED MARKETING TECHNOLOGY
TO HELP SELLERS OPTIMISE ROI

Sponsored Search (CPC)

Sponsored Search is an efficient and easy way to
help online shoppers discover your products
when they search on Lazada app. Drive high
intent traffic to your store & only pay when your
products are clicked.

Sponsored Affiliate (CPS)

Extend into our affiliate network & only pay for
conversions at guaranteed ROI.
SOLUTION THAT ADDRESSES CHALLENGES
ON DISCOVERABILITY AND STORE TRAFFIC

How do I increase
How do I get people reach and capture
to come to my audiences who are
product page? not aware of my
latest assortment?

How do I compete
with the larger
players?
FULL FUNNEL SOLUTION TO HELP YOU ACHIEVE
MULTIPLE MARKETING OBJECTIVES

Metrics/KPIs Solutions

Awareness & Consideration Sponsored Display: Onsite Banners

Reach, Unique reach, clicks,
Drive awareness and consideration across click through rate, Impressions,
Lazada Audiences PDP views
Automated Search
Sponsored Affiliate
Sponsored Products

ROI, Units Sold, Revenue,

Sponsored Search
Conversion Product Revenue Sponsored Affiliate
01 | Sponsored Display

02 | Sponsored Search

03 | Sponsored Affiliate

STRICTLY CONFIDENTIAL | ph.marketing.solutions@list.alibaba-inc.com 17

Sponsored Display
Drive awareness and engagement for your brand through our asset inventory
(FOR LAZMALL BRANDS ONLY)

VISIBILITY ON LAZADA, ACCORDING TO YOUR BRAND

NEEDS
• Drive consistent visibility on Lazada to ensure your brand is
always top of mind with consumers.

• Our non-campaign visibility options include premium

placements across Onsite, Social, CRM (such as the
Homepage Banner and CRM Push Notifications), such that
your brand can secure visibility when it suits you best.

Private & Confidential

Benefits of Sponsored Display

AMPLIFY BRAND CAPTURE BROAD CONFIGURATION PERFORMANCE &

AWARENESS AUDIENCE OPTIONS INSIGHTS

Drive brand exposure on the Leverage Lazada’s active Our assets can be configured to Get metrics across the
Lazada platform with our onsite users and capture a wide be personalized or manually consumer journey
asset inventory audience scheduled such that it suits
your brand objective

Private & Confidential

What’s eligible for Business-as-Usual (BAU) Packages?
You can buy a Sponsored Display BAU Package for:

Brand Campaigns Grand Launches Product Launches

What’s exempted from these packages?
These rates don’t apply to the following types of campaigns:

Super Brand Days Mega Campaigns A+ Campaigns

Since these campaigns were Since we have separate rate Since we will have
pre-selected by region based cards for the Mega different treatment
on marketing investment. Campaign Brand Program. per campaign.
What’s exempted from these packages?
These rates don’t apply to the following types of campaigns:

LazMall-initiated
Weekly Category Campaigns
multi-brand campaigns
How to get started

• Reach out to your Lazada Key Account Manager to know more about the packages rates and schedule availability
• You may also email the Marketing Solutions Team at ph.marketing.solutions@list.alibaba-inc.com

Private & Confidential

01 | Sponsored Display

02 | Sponsored Search

03 | Sponsored Affiliate

STRICTLY CONFIDENTIAL | ph.marketing.solutions@list.alibaba-inc.com 24

 Reach and engage online shoppers with ease using
Lazada Sponsored Search

GROW YOUR
ACCESS
PRODUCTS VISIBILITY
ONLINE SHOPPERS
AND SALES

Reach out to millions of buyers Show up when people search for what you
across markets are selling

PAY FOR RESULTS CONTROL YOUR

SPENDING

Only pay when your products are clicked Control how much you spend by setting a
budget and the amount you want to bid for
clicks.
ECQ HAS ACCELERATED
HOW TO WIN ON SEARCH

Be Be Be
Visible Valuable Optimized
Lazada Sponsored Search Positioning
Where our solution sits within the larger marketing tool ecosystem in order to support your business objectives

Level of Creative
Platform Solution Pricing Model Audience Expertise Resources Marketing Objectives
Required Required?

Sponsored Search CPC - Keyword bidding Lazada shoppers Low None Awareness and sales

CPM – Bidding Facebook and

Facebook Ads Medium Yes Awareness and sales
CPC – Bidding Instagram users

Search (SEM) CPC – Keyword bidding Google search user High Yes Sales

CPM – Bidding Google partners’

Google Display Network High Yes Awareness
CPC – Bidding inventories
MAXIMIZE YOUR LAZADA SHELF SPACE AS YOU
WOULD YOUR GROCERY SHELF

Eye level placement

Share of Shelf

Share of mind
INCREASE VISIBILIBILTY THROUGH AN OPTIMISED
SET UP, COMPETITVE BIDS AND RELEVANCY

Rank Bids x Quality Score x Relevance

Bid Amount a seller is willing to pay per click

Quality Score Keyword relevance, historical CTR
Algorithm Lazada’s algorithm matches your promoted search to
the likelihood of a user to click.

Winner [in the auction] will only pay the amount to beat the rank of auction peer 2.
High quality scores will help you get cheaper CPC vs. your bid amount you indicate
 TWO TYPES OF SEARCH CAMPAIGNS YOU CAN RUN
STANDARD
• Uses keywords to trigger your promoted search
• Bid granularly on a keyword level
• Flexible budget setting, you can opt not to
indicate a daily budget to keep campaigns active
throughout the day
• Review keyword level results
AUTOMATED
• Uses your product attributes, product title and
description to serve your promoted search
• Keyword-less search campaign management
• Bidding flexibility – you can choose to allow the
system to dynamically bid or you can also limit
your bids via a bid cap.
• Daily budget setting is required
 STANDARD
SECURE YOUR KEYWORD COVERAGE AND MAP
YOUR KEYWORDS BASED ON YOUR CUSTOMER
JOURNEY

BRANDED MAC LIPSTICK HUAWEI P20

CATEGORY LIPSTICK SMARTPHONE 2020

MARKET BEAUTY PRODUCTS SALE ELECTRONICS PROMO

Make sure that you have at least 40 highly relevant keywords per promoted item.
 STANDARD

ORGANIZE YOUR CAMPAIGNS BASED ON PRODUCT

GROUPS FOR EASIER MANAGEMENT

CAMPAIGN 1 - LIPS CAMPAIGN 2 - BROWS CAMPAIGN 3 - EYES

MATTE LIPSTICK BROW GEL PENCIL SHADOW

CREAMY LIPSTICK BROW PENCIL EYESHADOW
CREAMY LIPSTICK BROW TINT EYE LINER
LIPTINT BROWCARA

A cleaner structure allows you to easily apply keywords to the right products.
 STANDARD

TEST & LEARN DIFFERENT CAMPAIGN STRUCTURES

TO FIND OUT WHAT SET-UP WORKS BEST FOR YOU

PHASE I PHASE II
“Best Sellers“

Advance campaign set up after 1st phase and continue adding

Follow this set up in the 1st two weeks
Campaigns are organized by product categories
Budget across campaigns are equal
Bids for Branded are 20% higher than recommended bids
Bids for Generic are 30% higher than recommended bids
bestsellers every 7 days
Keywords that have the most units sold are moved to a
winning campaign.
Daily budget must be higher
Bids for Branded are 20% higher than recommended bids
Bids for Generic are 30% higher than recommended bids
ADAPT A DEFFEND/ATTACK FRAMEWORK WHEN DECIDING
KEYWORD PRIORITY AND BIDS. KEYWORDS WITH HIGH
SEARCH VOLUME CAN RESULT TO HIGH CPC
DEFEND
Branded keywords
Business Priority
ATTACK
Prioritize defending branded keywords to
avoid being diverted by a competitor. Bid
Category keywords
conservatively on keywords related to
Competitor keywords your brand ex. SNKRS, Footware
Product differentiators

Keywords that increase your market share

Attack keywords that will help expand
your business.

Keywords tightly related Sale/Promo Discount Bid Recommendation

to your brand Mega-sale keywords
2

DEFEND: 20-30% higher than the system

suggested bid
Keywords that expands your visibility
ATTACK: 30-50% higher than the system
beyond Branded & Category suggested bid

Bid Amount
 AUTOMATED

MAXIMISE YOUR CLICKS BY USING AUTOMATED

SEARCH. AUTO CAMPAIGNS ALLOWS YOU TO BID MORE
EFFICIENTLY AND HELPS YOU INCREASE YOUR CLICKS

- Spend less time on keyword management

Keyword-less - Lazada automatically matches product selection based on
shopper’s query

- Get more shoppers to visit your product pages by allowing auto

Automated bidding campaign to bid dynamically
- Option to control the maximum CPC

- Mandatory daily budget setting to ensure that you do not spend

Control Spending more than what you’re willing to
USE BUSINESS ADVISOR TO FIND OUT WHICH ARE YOUR
TOP SELLING AND LEAST SELLING PRODUCTS. WE
RECOMMEND PROMOTING YOUR TOP 20% BEST SELLING ITEMS
WHILE FOCUS ON IMPROVING YOUR LEAST SELLING ITEMS.

Realtime Ranking provides an easy view of your top selling items Use the performance tab to customize report based on
buyers, revenue, revenue per buyer, add to cart, units sold
etc.,
How will I be charged?

✓ Only charged when shoppers click on your promoted product: The cost is
deducted from your Sponsored Services credit when a valid click happens.

✓ Intelligent fraud detection: To protect brands, Lazada’s system auto-detects

invalid clicks. Invalid clicks are clicks on promoted product that Lazada
considers to be illegitimate, such as unintentional clicks or fraudulent or errors
by the system.
* Invalid clicks will be excluded from the charges.
Discover Sponsored Search on Seller Center
OVERVIEW
Performance overview and a snapshot of their
Items Sold, Revenue and Store ROI driven by
Sponsored Search.

CAMPAIGN SETTING
See all your promoted products and customize
your campaign schedules, product state and
keywords.

BALANCE AND BUDGET

Brands will be able to see their Sponsored
Services credit balance and the campaign daily
budget.

REPORTS & INSIGHTS

Brands have the option to view and export
different types of report to get various insights
down to keyword level.
Store-centric campaign management
Our Sponsored Search solution is integrated with your Lazada store, streamlining the process for easy campaign management

1. View & promote best

performing products
1 2

2. Tied to real time

inventory management

3. Ability to bid granularly

on keyword level for each 4 5
3
product

4. Search relevance &

volume insights based on
actual platform behaviour

5. Tailor bids based on

actual keyword
performance
Make data-driven decisions
View performance and optimize granularly at the product or keyword level

1. Track performance
metrics easily by product or
keyword level

2. Analyze and export

performance data

3. Evaluate sales
contribution at the product Search
Volume
or store level

4. Conduct real time

optimization based on
performance
Case Studies
 Get Started
01 with Sponsored Search
 Campaign Setup (1/6): Discover Sponsored Search
on Seller Center
1
After Login to Seller Center

2 1 Click on Sponsored Services

Lazada Sponsored Services helps you get more traffic and grow your business at every

Click on Sponsored Search under Sponsored

stage of customer’s journey. Set up your first search campaign in few clicks!
2
Services module

3 Accept the Terms and Conditions to continue.

*T&Cs will not be displayed once accepted

3 4 Click on Start Now

4
Campaign Setup (2/6): Discover Sponsored Search
on Seller Center
5 Click on Create Your First Search Campaign
to start promoting your products

Tips on product selection

Click on Learn More to access the training

materials related to Sponsored Search
Select product and keywords for Your promoted product might show in search
Sponsored Search result page on Lazada app

5
Campaign Setup (3/6): Set Budget, Campaign Type
and the Duration Follow the steps

1. Enter preferred Campaign Name

2. Choose a Search Campaign Type

1 • Use Automated Search for keyword
less campaign
2
• Use Standard for a Manual set-up
3 4
3. Set a Daily Budget
• This indicates the maximum amount
you’re willing to pay each day
• Required for auto campaign

4. Set Maximum Bid Price (FOR AUTO)

• This indicates the maximum amount
you’re willing to pay for each click
Tip: For the best results, choose Lazada automated bidding
that maximizes the clicks within the daily budget that you’ve
set.
Campaign Setup (4/6): Select Products
Your selected product will appear in a Lazada search result page

You can select 0

more products
bags for
bags for women
slingbag for
women
63 92 40
women

tote bag for

tote bag
Change this screen to show: 46 84 60 for
10
women
handbag for women
1. Select products screen women
bags for bags for
women 44 27 50 women
2. Better products available handbag for 1
women
3. Better text in the UI backpack for
women bags 25 18 40
backpa
ck for
4. Better metrics for women 1
women
tote bag for tote bag
women 17 34 60
handbag for for
women women
tote bag for
women handbag 9 79 60 tote bag
for women for
women

10 Select the products you want to promote, and

click on Confirm to continue
• 50 products for Auto Campaign
10
• 5 products for Standard Campaign but you can
expand later on.
If a product is shown as ineligible, this product cannot be promoted
in Sponsored Search. Learn more about our policy on Help Center.
Campaign Setup (5/6): Select Products

11 Click on Next to continue

11
Campaign Setup (6/6): Select Keywords

12 Select the most relevant keywords that you

would like to bid for

13 [Optional] Continue with recommended bid

price, or tailor bids by keyword
12 13
14 Click on Submit to complete campaign setup

14
Top-up your Sponsored Services credit to begin
running your campaign.
15 Click on Top Up to ensure that there is
15 sufficient Sponsored Services credit to start
your campaign
• Choose between Manual and Auto Top-Up

Manual Top-Up Payment Methods

- Get from your Store Earnings
- Choose from our partner E-wallets or Credit Card
schemes

Auto Top Up Payment

- Automatically top up from your store earnings once your
balance falls under the value you set.
 Top-up
02
Top Up
Topping up your Sponsored Services credit
To ensure your campaign is running without
interruptions, we recommend topping up your
Sponsored Services credit with sufficient amount.

1 At this time, 2 places can top up:

1 Successfully created pop-up

2 Sponsored Search overview page

Top-up Tips
2
• Sponsored Services credit is non-refundable
and has no expiry date
• The amount will be credited to your account 30
minutes after top up
Top Up
Topping up your Sponsored Services credit by transferring some of your store’s earnings

3 Type your preferred top up amount or pick

from a selection of top up amount

4 For your first top up, you will need to

3
acknowledge that you have understood that
all top-up is non-refundable.
5 Click Top Up to complete the top up process

4 Top-up Tips
5 • This top up method allows you to utilize up to
80% of the earnings available from your store
Top Up History
Reviewing your top up history

6 To view your top up history on Seller

Center, click on Top Up History.

Top-up Tips

• You will be able to view your top up history for

the last 90 days
CHECK YOUR TOP UP DETAILS ON ACCOUNT STATEMENT
Review Top Up details on your Account Statement

Follow the steps

1. You will see the amount used to top up on Sponsored

Search

2. In the Open Tab, the Payout Amount is the amount

available for top up
Tip: You are only allowed to utilize up to 80% of the Payout Amount under
Open status

© Lazada South East Asia Pte Ltd, [2020]

 Manage and Review
03 Your Sponsored Search
Review Your Campaign Performance
The campaign overview page shows the performance of all campaigns.

1 Pick a date range or set your own date range

2 Evaluate each campaign’s performance based

on your business goals
1 3 Click the campaign name to see how its
promoted products are performing
2
4 Modify your campaign’s budget according to
your business goals

5 Modify the campaign’s end date if needed

Campaign Duration Tips

3 4 5 • Run your campaigns for at least 2 weeks to

ensure that you have enough data to analyze
your campaign’s efficiency
Review Your Sponsored Search Performance
The promoted product overview page shows the performance of all promoted product.

6 Pick a date range or set your own date range

7 Evaluate the promoted product’s performance

based on your business goals
6 8 Click the name of promoted product to see how

7 its keywords are performing

Performance Review Tips

• You can sort your promoted products by the

metrics in descending or ascending order.
• Reports have a view of up to 90 days only.
8
Review Your Keywords Performance
The keyword page shows the performance of all keywords under a promoted product

9 Pick a date range or set your own date range

10 Modify your keyword’s bid price according to

your business goals
11 Evaluate each keyword’s performance based
on your business goals

9 12 Delete keywords if needed

13

10 11 13 To add more keywords, click on +New Keyword

12
Review Your Campaign Status
Checking and troubleshooting your campaign status

14 Your campaign status shows you whether

your campaign is running normally, and
how to fix any issues.

Campaign Status What it means

Active and can show promoted products
Inactive, and it could be due to multiple

=
reasons

To find the reason(s) for campaign inactivity, hover

on the status icon.

14
Review Your Campaign Status
Checking and troubleshooting your campaign status

Here’s our recommendation to fix issues easily:

Status What it means What to do

Campaign State Inactive because you paused it Activate your campaign
Your campaign serving may be limited due to
Budget Adjust your campaign's budget
budget constraints
Your campaign serving may be limited due to low
Account Balance Top up your credit
credit balance
1. Inactive but scheduled to begin at a future date 1. Change your campaign’s start date
Campaign Duration
2. Inactive because it's past its scheduled end date 2. Change your campaign’s end date
Inactive because there is no active promoted
Promoted Product State Activate a promoted product
product
Review Your Product Status
Checking and troubleshooting your product status

15 Your product status shows you whether your

product is running normally, and how to fix any
issues.

Campaign Status What it means

Active and can show promoted product
Inactive, and it could be due to multiple

=
reasons

To find the reason(s) for product inactivity, hover on

the status icon.
15
Review Your Product Status
Here’s our recommendation to fix issues easily:
Status What it means What to do
Promoted Product State Inactive because you paused it Activate your promoted product

Campaign State Inactive because you paused it Activate your campaign

Quantity Inactive because your product is sold out Adjust your products' quantity
Inactive because the product violates Lazada Sponsored Services
Eligibility Learn more about eligible products
policy
Inactive because the product violates Lazada Sponsored Services
Policy Learn more about Sponsored Services Policy
policy

1. Inactive but scheduled to begin at a future date 1. Change your campaign’s start date
Campaign Duration
2. Inactive because it's past its scheduled end date 2. Change your campaign’s end date

Budget Your product serving may be limited due to budget constraints Adjust your campaign's budget

Account Balance Your product serving may be limited due to low credit balance Top up your credit
05 FAQ
FAQ – Sponsored Search
Q Who can use Sponsored Search?
Sponsored Search is available to all Lazada brands. At this time, only whitelisted brands will have access to Sponsored Search.

Q Why should I use Sponsored Search?

Sponsored Search can help you achieve a variety of goals, such as generating awareness of your brand or your new product; promoting seasonal
items; and creating more demand for an item.

Q I have limited budget, is Sponsored Search suitable for me?

Sponsored Search is suitable for different budgets.

Q What products are eligible for Sponsored Search ?

At this time, Sponsored Search does not support adult products, used products, refurbished products, and products in prohibited categories.

Q How many keywords can I bid on in Sponsored Search ?

You may bid on up to 100 keywords per product.

Q Where are customers taken to when they click on my Sponsored Search ?

When customers click your promoted product, they will go to the product’s detail page.

Q Where will the Sponsored Search appear?

Sponsored Search may be displayed at the top or within search results. At this time, they only show up on Lazada App.
FAQ – Sponsored Search
Q How much does Sponsored Search cost?
Sponsored Search uses a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a customer
clicks your promoted product. The more competitive your bid is, the more likely it is that your promoted product will be displayed. You’re often
charged less than your bid price.
Q
How many products can I select?
You may select up to 5 products during campaign creation. After the campaign has been successfully created, you can add up to 50 products per
campaign.

Q What happens if my promoted product receives multiple clicks from the same user?
To protect our brands, Lazada Sponsored Services engine detects and filters illegitimate, accidental or machine generated clicks. You will not be
charged for such clicks.

Q Will I be able see keyword volume in Seller Center?

Yes, Lazada provides keyword Search volume in our Sponsored Search dashboard.

How does the demand for keywords impact the impressions for each brand?
Q
If there is higher demand for specific keywords, the impressions for each brand will be lower as there is higher competition for that
specific keyword.

Q How can I improve my quality score?

Quality score is a prediction of multiple variables including: query, keyword, product and user’s interest in Lazada.
Improve your quality score by making sure your promoted product is relevant to users with these factors.
FAQ - Topping Up Your Sponsored Services Credit
What are the top up methods available?
Q At this time, Lazada Sponsored Services support top up via transfer from your store’s earnings, credit card or e-wallet top
up.

Q How long does it take to reflect my new balance?

You should see your new balance within 30 minutes. Reach out to the seller support team if you are unable to see the
updated balance.

Q How do I check my balance?

You will be able to view your available credit balance from Seller Center → My Account.

Q Will my credit balance expire after a period of time?

No, your credit balance do not expire.

Q Can I get a refund?

At this time, credit balance cannot be refunded.
01 | Sponsored Display

02 | Sponsored Search

03 | Sponsored Affiliate

70

STRICTLY CONFIDENTIAL | ph.marketing.solutions@list.alibaba-inc.com

Introducing Sponsored Affiliate on Seller Center
Spend your marketing budget effectively by leveraging our best-in-class Lazada Affiliate networks

Leverage Lazada’s biggest channel

Grow your brand presence in the diversity of
More than 3,000 affiliates in the Philippines
digital space (content creators, bloggers, etc.)

Sponsored
Affiliates
Effective marketing investment
Fixed ROI on your store and selected SKUs Smart detection of fraud leveraging our data
science capability to guarantee that your brand
only pays for real sales and customers
Discover our extensive Affiliate network
We work with over 12,000 affiliate partners in Southeast Asia

NICHE AUDIENCE BROAD AUDIENCE

CONTENT CREATORS INFLUENCERS HIGH TRAFFIC WEBSITES LEADING AD NETWORKS TOP TIER CASHBACK &
REWARD APPS
Engage with our vast network of content creators and influencers Gain exposure on high traffic price Work with leading networks to Access top tier apps with 500K to
to generate sales for your brand comparison sites reach and convert high purchase 4.5M monthly active users to
(3.5M to 16.5M monthly visits) intent customers encourage conversions from
interested shoppers
Your Customer’s Journey with Sponsored Affiliate

1 2 3 4
CUSTOMER AFFILIATE LAZADA SELLER
Searches for products Creates niche content to Customer lands on Once the order is
online, browses blogs, promote selected on your store / successfully delivered to
social media, price products on Lazada. product page and the customer, you will pay
comparison sites etc. Customer visits an purchases product a commission to the
Affiliate site & clicks on Affiliate.
the offers.
How Sponsored Affiliate works on Seller Center
The solution is available in the Seller Center and will automatically promote your store’s offers to our Affiliate network.
Brand accesses Brand sets up campaign
Lazada Sponsored details including preferred
Affiliate in via ASC commission and period in
ASC
Min. duration: 7 days
Min. Commission Rate: 4%
Affiliate picks up Seller Customer makes a System records the Brand pays affiliate
campaign and sends purchase on purchase and details commission after sales
traffic to the brand participating brand of the transaction are validated
store or PDP store
Commission fee will be
deducted from store
earnings.
 All in one in Lazada Seller Center
Beyond your store management system with new sponsored solutions added-in
 Explore Sponsored Affiliate on Seller Center
MY ACCOUNT
View your Sponsored Solutions performance
to give you better understanding how each
solution works for you

AFFILIATE SOLUTION
Set up your affiliate campaign. Just few clicks
to blast out your store to all affiliate network

Sponsored
Solutions
PERFORMANCE REPORTS
Lead to more solid business decisions with
powerful data, allow for more accurate
decision making

CHANGE HISTORY
Activity Logs are useful tools to help you
track changes in your campaigns
Differences between AMS and Sponsored Affiliate
RECOMMENDED

Sponsored Affiliate in Seller Center Affiliate Marketing Solution in MSP

Availability ▪ Available to all store owners on ASC ▪ Available to MS partners
▪ Ability to create brand level campaigns

Payment ▪ Commission fee directly deducted from store’s ▪ Post-paid billing – commissions charged on invoicing basis
earnings

Level of expertise ▪ Simple and quick store-level marketing solution ▪ Advanced group-level marketing tool
▪ Budget control – ability to set monthly budget
▪ Landing page control – ability to set landing page

Commission Rate ▪ Flat minimum commission rate of 4% ▪ Minimum commission rate varies by category

INTERNAL & CONFIDENTIAL

2 Types of Sponsored Affiliate Commission
STOREWIDE BASE COMMISION PRODUCT COMMISION
(REQUIRED) (OPTIONAL)

▪ Minimum commission rate of 4% across all categories ▪ Will be applied to selected products
▪ Will be applied to ALL products in your store ▪ Commission will be on top of the storewide base
▪ As a best practice, we encourage brands to test and learn commission
through different commission rates to identify what works ▪ A product with a high commission rate has a higher
best for your brand. likelihood of being picked up by affiliates.
▪ Tip: Higher commission rates encourage Affiliates to ▪ Minimum product commission is 1%
promote your store over other sellers and to be more
hardworking in terms of generating sales.
Recommended
Category
Commission
Mobiles, Tablets and Computer
4%
Accessories
TV, Home Appliance, Audio, Gaming 6%
FMCG 10%
Fashion 5%
General Merchandise 5%
Others 10%
Lazada Sponsored Affiliate Positioning
Where our solution sits within the larger marketing tool ecosystem in order to support your business objectives

Solution
Platform Solution Pricing Model Audience ROI Marketing Objectives
Boosts…

Sponsored
CPS – Cost per Sale Lazada shoppers Guaranteed GMV Awareness and sales
Affiliates

CPM – Bidding Facebook and

Facebook Ads Not guaranteed Traffic Awareness and sales
CPC – Bidding Instagram users

Search (SEM) CPC – Keyword bidding Google search user Not guaranteed Traffic Sales

Google Display CPM – Bidding Google partners’

Not guaranteed Traffic Awareness
Network CPC – Bidding inventories
Affiliate executions come in different formats and sizes
BANNERS PRODUCT FEED
Affiliate executions come in different formats and sizes
CONTENT SOCIAL MEDIA ADS
Sponsored Affiliate Best Practices
Our recommendations for Sponsored Affiliates approaches for new users to optimize your brand’s performance

• Safe investment – Only charged when an order is delivered

• Maximize exposure with guaranteed ROI
ALWAYS ON • Give affiliates enough time to pick and promote your store
(allow for about 1-2 weeks lead time)

• Affiliates are an easy way to get an additional sales boost

ALIGN WITH • Apply the same conversion levers used on other channels –
COMMERCIAL STRATEGY vouchers / discounts / pricing to capitalize on traffic

TEST AND LEARN • Test and learn different commission rates,

promotions and durations to identify what works best
for your brand
Sponsored Affiliate: Case Study
Philips
OBJECTIVE
Philips wanted to increase sales during their special Lazada Super Brand Day

CONTEXT
Philips wanted to leverage Lazada’s Affiliate networks with super commission and super cashback
scheme

EXECUTION
Broad communication to all Affiliate partners to push the brand campaign with brand commission

RESULTS

Very good reception on the Affiliate side, 48 partners promoted the campaign
delivering strong order and GMV uplift vs. BAU

12x 43x 48
Daily Average Order $GMV Uplift Affiliate partners pushing
the campaign
Sponsored Affiliate: Case Study
Unilever
OBJECTIVE
Unilever wanted to drive awareness and generate sales for its special SHOP TO GIVE campaign
for the benefit of out-of-school youth.

CONTEXT
To be able to reach a broader audience, Unilever wanted to leverage on Affiliate partners by
offering super commission

EXECUTION
Broad communication to all Affiliate partners to push the brand campaign with brand commission

RESULTS

26x 36x 71
Higher than BAU orders GMV achieved Affiliate partners
promoting the campaign
Sponsored Affiliate: Case Study

OBJECTIVE
Raise awareness and drive additional sales for special limited edition M.A.C lipsticks

CONTEXT
M.A.C wanted to leverage a cultural moment National Lipstick Day to push a one day
sale on Lazada with its first Super Brand Day

EXECUTION
✓ Limited edition products in Singapore, Malaysia, Thailand and the Philippines
✓ Complimentary lipsticks, premium packaging and themed gifts
✓ Utilized Lazada affiliates to drive awareness, engagement and conversion for its
products via KOLs, web and app affiliates

RESULTS

10X 18X 10%

Higher Orders vs. GMV Uplift vs. BAU Commission rate
Average BAU
Campaign Setup

• Function Overview
• How to setup Storewide Commission
• How to setup Additional Product Commission
Affiliate Solution Management Overview

After the Seller accepts T&Cs

1 There are 2 main areas under Campaign Setup page

1.Affiliate Solution Introduction

This section talks about how the Affiliate Solution
works and its benefits

2 2. Affiliate Solution Management

This is where the seller can set up/modify an Affiliate
campaign. There are two different type of campaign
setup
1. Storewide Commission (Mandatory)
2. Additional Product Commission (Optional)
Campaign Setup (1/3): Discover Sponsored Affiliate
on Seller Center
• Log into Seller Center
• Under the Sponsored Solutions menu you
will see Affiliate Solution

NOTE:
Sponsored
• Only whitelisted sellers will have access to the Solutions

Affiliate Solution on May 28

• Full launch for all sellers will be on the 2 nd week of
June.
Campaign Setup (1/3): Discover Sponsored Affiliate
on Seller Center
Whitelisted sellers will see Terms & Conditions on screen

1 Accept the Terms and Conditions to continue.

1
2 Click on Start Now
2

Non-Whitelisted sellers will see a Coming Soon message on

screen
Campaign Setup (2/3): Discover Sponsored Affiliate
on Seller Center

3 Click on Set up My Affiliate

Campaign to start.

Click on Learn More to

download training document.

3
Campaign Setup (3/3): Input Campaign Details

4 Set a Start and End Date

By default, this is the next day.

Set an end date

Minimum campaign duration is 7 days. By default, your
4 campaign will be always on.

5 Input Storewide Base Commission Rate

5 The minimum commission rate is 4% and will be applied to
ALL products in your store.

6 Upload banners (highly recommended)

• These banners will be used by Affiliates to promote your
6 store.
• Please follow creative guidelines for the best output
7
and to avoid being rejected
• It is advised to provide at least 5 creatives to get the
most visibility
 Creative Guidelines
2
1
▪ Important banner elements:
1. Store/Brands logo and Lazada/LazMall logo
2. Date (if you have any specific campaign period)
3. Clear value proposition
4. Call to action
5. Hero SKUs
3 5 4
▪ Observe the 20% text rule and make sure banner
copies are readable on mobile
1
▪ Provide as many banner variations as you can.
Recommended sizes: 4
– 1200x628 – 428x90 – 1200x900
– 120x600 – 468x60 – 1090x1090
– 160x600 – 640x200 – 700x500 5
– 300x100 – 600x600 – 800x400
– 300x250 – 640x320 – 1200x1200
– 300x600 – 728x90 – 1400x428
– 320x50 – 1200x630 3
CONGRATULATIONS! You have successfully created
your Sponsored Affiliate Campaign!
Important

The storewide base commission successful

page means that all products in the entire
store have set commissions.

8 If you want to set extra / bonus product

8 commission for specific products, click “Set
up Product Commission”.

If not, the creation process has ended. You

can click on “Go back to Affiliate Solution
Homepage” button.
Affiliate Solution Management Dashboard

1 Update your campaign duration, Storewide

Base Commission Rate, and upload more
2 banners as needed.

1 2 Allows you to activate or pause your

campaign.

3 Set up Product Commission for select SKUs

3

Important

All commission and scheduling adjustments

need to be completed by 3pm in order to be
effective the next day at 12MN.
Product Commission Setup (1/2)
Additional product commission gives you highest visibility on Affiliate sites. This will be an extra boost for specific items that you would like to promote
on-top of overall store items. A product with a high commission rate has a higher likelihood of being picked up by affiliates.

There are 2 ways to set up Product Commission

1 “Set up Product Promotions”

button after campaign creation
1 2 Sponsored Affiliate overview page

Important
2
Product Commission will be applied on top
of the Storewide Base Commission
Product Commission Setup (2/2)
There are 3 main areas under Select Product page
1 3 Search Function
1
Allows you to search for all SKUs under your store by
•Product name
•Category
2 •Brand name
•SKU ID

Product Display area:

2 Displays all products that are available to promote. If
some of products are already part of an affiliate
campaign, the system will display status as “Existing”

Shows that the seller is already promoting this product

Product commission setup

3 Details on next slide
Product Commission Setup (2/2)
3.1 Displays how many products you have selected 3.2 Campaign period setup and product commission input
for the campaign

Select the Start and End Date

Minimum campaign period is 7 days

Minimum commission rate is 1%

3.3 Campaign summary

Summary of the commission rate breakdown by

• Storewide Base rate
• Additional product commission rate
• Total effective commission (Storewide rate + Product commission)

Click Submit to start campaign

Campaign will go live the next day
Additional Product Commission Overview
1 2
3

1. Batch Edit: Click to bulk edit Product Commissions

2. Create Product Commission: Click to start promoting additional products
3. Search Function: Allows you to search for existing campaigns by Important
• Product name
• Category
• Brand name All commission and scheduling
• Seller SKU adjustments need to be completed by 3pm
4. Campaign display area: Displays individual product campaigns containing the following info: in order to be effective the next day at
• Product information (product image and product name): Click to see full product details
• Total effective commission rate: Display store commission + Additional product commission
12MN.
• Commission Schedule: To display product campaign period (start – end date)
• Commission rate: product commission rate for that SKU
• Action: to manage product campaign click “Remove” = pause campaign.
Affiliate Solution
Performance Report
• Key metrics
• SKU report
Affiliate Solution Performance Report

1 Click “Report” under the

1 Sponsored Solutions menu
Affiliate Solution Performance Report
Data reporting is D+1 (any transaction that happens today, will be reported the next day)

Home > Sponsored Services > Reports

1. Function to select data period
1 • Yesterday • Day
• Last 7 days • Week
• Last 30 days • Month
• Custom
2
2. Metrics
• Est. Spend: amount you have spent on the solution
• Revenue
• Orders: Order sold by affiliate (Transaction level)
• Unit sold: SKU sold by affiliate (SKU Level)
• Est. ROI = Revenue/Est.spend
3
3. Interactive chart
• Chart will change based on period and metrics selected

4. SKU Performance
• Provides details of performance for each SKU with SKU
details (SKU name, SKU ID) and all metrics. There are
4 filters and export function to get data offline.
Billing
Affiliate fee will follow the current seller billing cycle
Q How do we charge?
We have a process to validate order status. We will charge Affiliate fee only when the order is delivered to customer.
Any order that is cancelled/returned within 30 days, will not be charged for and will be refunded back to seller.

Day 1 Day 3 Day 7

FAQ
FAQ: Sponsored Affiliate
Q Who can use Sponsored Affiliate?
At this time, key accounts can see Sponsored Affiliate on seller center. If you’re having issues accessing the solution, please contact
your Key Account Manager so we can look into it.

Q Can Lazada share the list of affiliates in your network?

No. We will not share the full list of affiliates in our network. We have shared examples of our affiliates in the earlier slides.

Q How does Lazada ensure brand safety to brands who join Sponsored Affiliate?
We have clear terms and conditions with our affiliates on engaging in poor traffic sources, an anti-fraud team to detect fraud activity,
pop-up ads domains and any unsuitable adult content domains. We have also implemented internal processes to clean up low quality
partners and publishers.

Q I set up my campaign but my budget is not spending, what should I do?

1. Check that your promotion has adhered to the best practices shared
• Keeping your campaign always on
• Aligning your Sponsored Affiliate strategy to your commercial strategy
• Providing banners and creatives
2. If your promotion is not being picked up, evaluate the attractiveness of your promotion and test out different commission rates,
commercial deals, creatives and timings

Q I’m still using AMS on MSP. Do I have to switch to Seller Center?

Yes, after 6.6, we will require ALL Marketplace brands and sellers to move to Seller Center.
Only brands on Retail will retain the tool on MSP. This is for easier monitoring.
FAQ: Sponsored Affiliate
Q How long does it take for an affiliate to see my campaign?
Your campaign will be displayed on Lazada affiliate platform in 24 hours

Q Is it possible to reduce the affiliate campaign duration?

The campaign needs to run for a minimum of 7days. This enables the affiliate to implement and communicate to the end customer.

Q What does the campaign duration option "no end date" mean?
Selecting this option will enable your affiliate campaign to run without campaign end date. This allows you to have the best visibility for your
campaign on affiliate platform along with the maximum ability for an affiliate to promote your products.

Q Can I reduce the minimum storewide commission rate?

You cannot lower the minimum commission rate. This enables your campaign to be competitive in the market and attract more affiliates to
promote the products

Q Should I create additional product commission?

Additional product commission gives you higher visibility on Affiliate sites. Consider it as a boost for a specific item thatyou would like to promote
on-top of overall store items. A product with higher commission rate has more chances of getting picked by affiliates.

Q If I have multiple brands in my store, can I create a promotion at brand-level?

No, promotions can only be created at store level and the commission will be applied to all products within the store.
 FAQ: Sponsored Affiliate
Q Does Lazada Sponsored Affiliate protect against the bad inventory from affiliate sites?
Yes. Lazada has an anti-fraud system to monitor traffic from bad source. The bad traffic sources will be automatically rejected once identified.

Q Will Lazada help with fraud detection to prevent fraudulent activity?

Yes. Lazada has fraud detection to detect fraudulent activity such as click high jacking.

Q Do I have to pay affiliate fee for every order status?

No. A seller will pay the commission for the order that is delivered to the customer.

Q If the customer returns the order, will I get a refund?

Yes. For any returned order Lazada will refund affiliate fee to the your store revenue.

Q What is the frequency of the performance metrics update for an Sponsored Affiliate campaign?
The data attribution is D+1 which means you would see the performance of the order the next day of the affiliate order contribution.

Q What is the conversion attribution window for Sponsored Affiliate?

Sponsored Affiliate follows a last click, 30-day attribution window for conversions so you may expect to see items sold and comm ission
payout attributed to your campaign within 30 days after pausing a campaign.
 FAQ: Sponsored Affiliate
Q How does payment work for Sponsored Affiliate?
Brands using Sponsored Affiliate solution on MSP will be issued an invoice based on how much they have spent. Brands and sell ers
using Sponsored Affiliate solution in Seller Center will have the spend recorded and deducted from their current billing cycl e once the
sale is recorded as a real transaction.

Q How does my brand know which creative performs well?

At this moment, Lazada does not provide performance for the creatives provided by the brands.
Appendix
Historical activity log
• Search function
• Task Details
Change History: Historical log of any changes you made

1 Click “Change History” under the

Sponsored Solutions menu
1
Change History: Historical log of any changes you made
Tools

2. Search Function: To allow you to search your Affiliate solution historical activities by
• Type: At this time, we will only display Affiliate Solution
• Activity : There is drop down to select if you want to search for storewide activity or individual product activity
• Item changed: Change details
• Date Period: Period of activity
3. Task Details: Display historic details of each activities
• Type: At this time, we will only display Affiliate Solution
• Activity : Subject of activity whether its storewide activity or product activity
• Activity Details: Full details of each activity, for example “Created 1 product commissions” or ”Adjusted schedule from 2020-01-16~2020-01-22 to 2020-
01-17~2020-01-24 and Additional product commission rate from 8% to 9%”
• Item changed: Storewide or products details (SKU name)
• Operated by: Changes made by the particular user
• Date and time: Period of change
Sponsored Solutions
Performance Overview
Overview: High level performance view of each
Sponsored Solution

1
1 Click “Overview” under the
Sponsored Solutions menu
Overview: High level performance view of each
Sponsored solution
Note: the current design is not final. More modules & metrics will be added when we launch new products in the future
1. Function to select data period
1 • Yesterday view • Day
• Last 7 days view • Week
• Last 30 days • Month
• Custom
2
2. Metrics
• Est. Spend: how much you spent with
Sponsored Solutions.
3 • Revenue
• Unit sold: SKU sold by affiliate
solution
• Est. ROI = Revenue/Est. spend

3. Interactive chart
Chart will change based on
period and metrics selected