Deep-dive into Shopee On-platform Ads

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Introducing Shopee
On-Platform Ads

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Shopee On-platform Ads
Two types of ads to reach your potential buyers through different targeting and
placement on Shopee
Shopee Search Ads Shopee Discovery Ads
Showcase your product or shop at the Place your product in prime
top of search result page recommendation sections

Boost visibility of your product or shop in

high traffic spots of Shopee

Push your product or shop to high- purchase

intent customers when they perform a
related search in Shopee

Shop Search Ads Product Search Ads

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Shopee On-Platform Ads Offer Multiple Benefits
Increase
Exposure
Show your products or shop in
prime position in high traffic areas
of Shopee (e.g. homepage, search
result page, product details page)
Pay-Per-Click
Impressions are free. Pay only
when users click on your ad
Drive Conversion
Your product shows up when
users perform a related search
in Shopee, which leads to
higher conversion potential
Obtain Full Control
You have total control and
flexibility to set budget and the
bid price
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Shopee Search Ads - Product Search Ads
Showcase your product SKU at the top of search result page

Bid for different types of keywords that are related to your

product SKU for it to appear on top of the search result page

Branded Product Category Use Case

Keywords Keywords Keywords Keywords

Examples: Examples: Examples: Examples:

Samsung, Fridge, Pot, Stationary, Toys, Running Wear,
Adidas etc. Sneaker etc. Cookware etc. Party decor etc.

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Shopee Search Ads - Shop Search Ads
Showcase your shop at the top of search result page

Bid for different types of keywords that are related to your

shop offerings for it to appear on top of the search result
page

You can customise

your ads by setting
shop tagline, profile
picture and ad landing You can also create
page multiple ad
campaigns at the
same time for
different product
Open only to Shopee collections or
Mall sellers, Preferred
campaigns
Sellers and selected
Sellers with good track
record in sales and
ratings

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Where will Shopee Search Ads be shown at?
On mobile:
Product Search Ads
are displayed as the
first 2 product listings
in the search results
page. Thereafter, 1 ad
is displayed after
every 3 listings.
On desktop:
Product Search Ads
are displayed as the
first 5 product listings
in the search results
page. Thereafter, 5
ads are displayed
after every 40 listings.
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Shopee Discovery Ads
Place your product in prime recommendation sections
Leverage on Shopee’s recommendation engine to place your product in:

Similar Products:
1
Ad appears at the
bottom of a product
details page that is
similar to your
product
3 Daily Discover:
Ads appears on
2 You May Also the homepage
Like: Ad appears under Daily
at the bottom of a Discover
product details
page that is
complementary to
your product

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Where will Shopee Discovery Ads be shown at?

Similar Products:
In the first 35 Similar Products positions, you can
see up to 13 ads. The exact ad position might vary.

Daily Discover:
In the first 55 Daily Discover positions, you can see
up to 26 ads. The exact ad position might vary.

You May Also Like：

In the first 35 You May Also Like positions, you can
see up to 12 ads. The exact ad position might vary.

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 |

Success Story: Lysol maximised conversions during Super Brand Day

through Shopee On-Platform Ads (1/2)
To fully take advantage of the visibility boost during their Super Brand Day on June
2021, Lysol ran Shopee On-platform Ads to enable their product listing to show
up at the top of search results page in Philippines. Interested shoppers were able
to locate the product on the platform easily and purchase within a few clicks.

The Results (Super Brand Day in June 2021)

2.3X 33%
average uplift in average uplift
GMV from Shopee in ROAS
On-platform Ads

1 week before Super Brand Day 1 week before Super Brand Day
Super Brand Day in June Super Brand Day in June
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 |

Success Story: Lysol maximised conversions during Super Brand Day

through Shopee On-Platform Ads (2/2)

Bid for a variety of keywords, such as brand,

product and competitor keywords
Optimize effectiveness of Search Ads by
placing campaign promotion banner and best
sellers at the top of shop landing page
“Shopee On-platform Ads has enabled us to
gain more conversion during Super Brand
Day. We were able to fully capture
consumer interest through their search
behaviour and record significant leaps in
store sales.“

— Aya Yamaminami, E Business

Development Manager
Determine the desired ad performance target
and allocate more budget towards performing
keyword type

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Setting up Different Types of
Shopee On-Platform Ads

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Select the Right Type of Ads Based on Your Objectives

Ad Objectives Shopee On-platform Ad Types

Low Shopee Search Ads Shopee Discovery Ads

purchase
Increase ● For users with ● For users with no
intent
awareness of your Awareness products in mind products in mind
product and store
Awareness (generic keywords)

● Push specific product ● Suggests your

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

Purchase
Capture and ● For users with products in
secure purchase mind (specific keywords)
intent from
Conversion
High ● Promote your product in
purchase potential buyers search results or drive
intent users to your store when a
relevant search is performed
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Select the Right Type of Ads Based on Your Objectives

1 2

1 Shopee Search Ads

a Product Search Ads

b Shop Search Ads

2 Shopee Discovery Ads

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Setting up Shopee Search Ads - Product Search Ads

Shopee Search Ads

Shopee Discovery Ads
Product Search Ads Shop Search Ads

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4 Steps to Set Up Product Search Ads

01 02 03 04

Set a bid price &

Select the product Set your budget and Choose relevant
match type for each
you wish to advertise duration keywords
keyword

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Budget：Set a daily budget or total budget.

Select “No Limit” if you want your ad to have
sustained exposure, or if you are not sure how
many clicks you must get to yield an order.

Time Length：Select “No Time Limit” if you

would like your ad to have sustained
exposure.

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Choose relevant keyword with high quality

score and search volume.

Quality Score：How relevant your ad is to

the shopper searching for your keyword.

Search Volume：The number of times a

keyword has been searched in the last 30
days.

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Auto Selected：Shopee will select

relevant keywords for your products and
optimise them for you.

* Do note that you will not be able to

view the keywords selected

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

If you would like to have control and

performance visibility of your keywords,
you can select your own keywords
and bid prices for your ads.

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Be creative and experimental with different Always check the search volume of a keyword
keywords of similar nature. Use variations, on Shopee and avoid keywords with low
synonyms of existing keywords search volume

Example - “Watch”
Wrist watch, mens watch, ladies watch, hand
watch, watches, unisex watch

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Shopee Search Ads - Product Search Ads:
Manual vs Auto-Selected Keywords
Manual Selection Auto-Selected

Suitable for users comfortable with search ads Suitable for users unfamiliar with search ads (new
(advanced users) users)

Control and visibility of keywords selection X No control and visibility over keywords selection

Visibility over each keyword’s performance, allowing

for optimisation X No visibility over individual keyword performance

Mass set-up of up to 50 ads possible for quick

X Ads must be set-up one at a time
scaling
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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

If you are running

Search Ads for this product,
Potential keywords to bid for

Brand Keyword Adidas, Stan Smith

Shoes, Sneakers, White Shoes,

Product Keyword
Unisex Sneakers

Category Keyword Shoes, Kid Shoes

Sport Shoes, Outdoor Shoes,

Use Case Keyword
Running Shoes

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

The higher your bid price, the

higher ad rank you will get.

Your actual cost per click may be

less than your bid price,
depending on the bid price of
other ads in the auction.

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Use the Suggested Bid to secure

the top position for your keyword.

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Shopee Search Ads - Product Search Ads
Product Budget & Duration Keyword Bid Price & Match Type

Broad Match：Your ad appears when buyers search for

relevant variations of your keywords, even if their
searches do not contain your keywords.

For example, if you bid for "socks", your ads may appear on
searches for "socks", "running gears", "ankle socks",
"socklets".

Exact Match：Your ad is shown when buyers search for

your exact keyword.

For example, if you bid for “dress”, your ad may only

appear on searches for “dress”, “DRESS” and “Dress”

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Shopee Search Ads - Product Search Ads
How is Ad Rank determined?
Cost-per-click bid price is the highest
price you are willing to pay when a
Your ad ranking is determined by your ad rank score.
shopper clicks on your ad.
A higher rank score will allow your ad to be pushed to
● The higher the bid price, the
the top of the search results page. higher the rank score
● The actual price charged is often
less than your bid price

Quality score is determined by:

● How relevant your product is to your
chosen keywords
● Your ad's click-through-rate
(Click-through-rate is higher for
ads with attractive pictures,
relevant titles and good product
ratings)

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Summary of Shopee Search Ads - Product Search Ads

Select the product you Set your budget Choose product relevant Set a bid price & match
wish to advertise and duration keywords type for each keyword

Choose products with the Ads will stop showing once the 3 key metrics to consider when The higher your bid price, the
‘thumbs up’ icon in the budget is depleted. choosing your keywords: higher ad rank you will get.
product selector. ● Suggested Bid
To ensure sustained exposure ● Quality Score Use the Suggested Bid price
These items are for your ads, select ● Search Volume to enable your ads to show up
recommended for ads as ● Budget: No limit higher on the search results
they have high sales and ● Time Length: No time page.
conversion rates. limit

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Setting Up Shopee Search Ads - Shop Search Ads

Shopee Search Ads

Shopee Discovery Ads
Product Search Ads Shop Search Ads

*Only available for

Shopee Mall, Preferred
Sellers & sellers with a
very good track record

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4 Steps to Set Up Shopee Search Ads - Shop Search Ads

01 02 03 04

Craft ad details Set a bid price &

Set your budget and Choose relevant
(image, tagline, match type for each
duration keywords
landing page) keyword

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

Budget：Set a daily budget or total budget.

Select “No Limit” if you want your ad to have
sustained exposure, or if you are not sure how
many clicks you must get to yield an order.

Time Length：Select “No Time Limit” if you

would like your ad to have sustained
exposure.

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

Tagline is the custom messaging that

you set to convince shoppers to click
your Shop Search Ads.
● Keep it concise and user benefit
oriented.
● Highlight new or seasonal
product collection

Landing page determines the page that

shoppers will be directed to after clicking your
ad.
Review how your Shop Search
● Choose shop page if you want shoppers
Ads will look to shoppers using
to explore your store.
the App Ad Preview or PC Ad
● Choose product collection page if you
Preview.
sell diverse product categories or if
you want to boost sales for specific
featured products.

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

Keywords determine if your ad will

appear in a Shopee search. Choose
keywords that are similar to the words or
phrases people might use when
searching for your products.

Our recommended keywords will give

you starting ideas on which keywords to
bid for, based on your shop profile and
the products you sell.

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

What are Reserved Keywords?

Reserved Keywords are

keywords
which cannot be used to create
Shop Ads, such as brand name.

For brands on Shopee Mall, your

brand name has been reserved
for your Shop Ads.

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

Bid Price indicates the highest

amount you’re willing to pay for
each click on your ad.

Bid price is taken into account

to calculate your ad ranking.
The higher your bid price, the
higher ad rank you will get. For
Shop Search Ads, your ad will
only appear in search results if
its ad rank is 1.

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Shopee Search Ads - Shop Search Ads
Budget & Duration Ad Details Keyword Bid Price & Match Type

Broad Match displays your ad when buyers search

for phrases that contain your keyword.

For example, if you bid for “dress” using Broad

Match, your ad may appear on searches for “dress”,
“dresses”, “shirt dress”.

Exact Match displays your ad when buyers search

for your exact keyword.

For example, if you bid for “dress” using Exact

Match, your ad may only appear on searches for
“dress”, “DRESS” and “Dress”.

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Summary of Shopee Search Ads - Shop Search Ads
Set your budget and
duration
Use default mode of "No
Limit" for your budget and
"No Time Limit" for
sustained ad exposure.
Ensure that your budget is
sufficient for your desired
exposure and click volume;
your ad will stop running
once your budget is depleted.
Craft ad details (image,
tagline, landing page)
Create a compelling tagline that
best describes the ad landing
page (i.e. your shop or product
collection).
Use an attractive picture that
best represents your store.
Choose relevant
keywords
Use keywords that match your
ad's tagline, picture and
landing page.
Add relevant keywords with
high search volume, including:
● Variations or
synonyms of relevant
keywords
● Keywords that describe
product use cases
Set a bid price & match
type for each keyword
Match Type:
● Use Broad Match if
you want to reach a
wider audience.
● Use Exact Match if you
have highly relevant
keywords.
Bid Price:
● Bid competitively
● Use Suggested Bid
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4 steps to Set Up Shopee Discovery Ads

Shopee Search Ads

Shopee Discovery Ads
Product Search Ads Shop Search Ads

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Shopee Discovery Ads

01 02 03

Select the product

Set your budget and Set premium rate
you wish to
duration and display location
advertise

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Shopee Discovery Ads
Product Budget & Duration Display Location

Audience Setting allows you to target the most relevant

With Auto Optimisation mode, Shopee dynamically adjusts
your bid price based on your real time ad's performance to
ensure a healthy Return on Investment (ROI) for your ad.
*Note: This feature is currently on beta mode, and is only
available for selected users.
buyers for your products, and drive better sales
conversion. You can set the target audience for your ads
based on age, gender, location, interest category or
behaviour.
*Note: This feature is currently on beta mode, and is only
available for selected users.
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Shopee Discovery Ads
Product Budget & Duration Display Location

Premium rate allows you to increase bid

price for each ad display location.

Your bid price will be raised by the

premium rate to obtain better traffic for the
chosen display location. The final bid price
is the maximum cost you pay per click.

Status allows you to set where to display

your Discovery Ads.

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Summary of Shopee Discovery Ads
Select the product
you wish to advertise
Choose bestsellers and new
products, especially those with high
profit margin.
These products work best for
Discovery Ads: As compared to
similar products by competitors,
● Product with a lower price
but equal quality
● Product with more and
higher ratings
Set your budget and duration
Use default mode of "No Limit" for
your budget and "No Time Limit"
for sustained ad exposure.
Ensure that your budget is
sufficient for your desired
exposure and click volume; your
ad will stop running once your
budget is depleted.
Set premium rate and
display location
Premium rate allows you to
increase bid price(s) for each
display location during set up to
obtain better ad traffic.
Set a competitive premium rate if
the advertised product(s) has
high selling potential and high
profit margin.
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Reporting & Monitoring

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After successful ad set-up, how to monitor Shopee On-platform Ads
performance?

Review data after running Shopee On-platform 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 90 days

Track and optimise your ad according to your ad objectives

Look at the right and relevant metrics when you evaluate ad performance
- To increase awareness: Impressions, Clicks, Click Through Rate (CTR)
- To boost sales: Order, Items Sold, GMV, ROI, Cost Income Ratio (CIR)

Use attractive visuals distinct to your brand to capture interest

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Monitoring Key Performance Metrics of Shopee On-Platform Ads

Option 1: Via Shopee Seller Centre Option 2: Via Shopee Marketing Solutions Portal

Reporting + Ads Management For reporting only

45
Monitoring Key Performance Metrics of Shopee On-Platform Ads
1. Via Shopee Seller Centre

Select/unselect any metrics to change the metrics displayed in

the table report

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Monitoring Key Performance Metrics of Shopee On-Platform Ads
1. Via Shopee Seller Centre
AD TYPE LEVEL ADS DATA PRODUCT & KEYWORD LEVEL ADS DATA

Download
report in Excel

47
Monitoring Key Performance Metrics of Shopee On-Platform Ads
2. Via Shopee Marketing Solutions Portal

Download
report in Excel

48
Understanding Key
Performance Metrics

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Understanding Key Performance Metrics of Shopee On-Platform Ads
Category Metric Description Formula

Awareness Impressions The number of times your ad is being seen

Metrics
The average ad ranking amongst other ads for the chosen keyword
Average Ranking
➢ Indication of how visible your ad is in the search results page

Clicks The number of clicks garnered by your ad

Engagement
Metrics
The percentage of time shoppers click your ads after seeing them on the search result
CTR (Click-through-rate) page. Clicks / Impressions
➢ Indication of how relevant your ad is to the keyword bidded for.

GMV (Gross merchandise The total amount of money generated by shoppers from purchasing your advertised product
Conversion value) within 7 days of clicking on your ad
Metrics
The return of your ads spend, by measuring the amount of revenue your ads bring for every
ROI (Return on
dollar spent on ads. Ads GMV ÷ Ads Expense
investment)
➢ Indication of how effective your ad is in generating revenue

Cost Metrics
Expense The total amount of money spent on ads

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Best Practices &
Optimization Tips

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Shopee On-Platform Ads Do’s & Don’ts
DO’s
● Bid for keywords with high relevance to your product
● Consider using [Broad match] on your keywords to
enable Shopee to match relevant search queries to
your ad
● Adopt a mix of Keyword, Shop & Discovery Ads in
your Shopee On-Platform ads strategy to improve
overall shop and product visibility
● Set a daily budget if you want to control your ad
spending
DON’TS
● Bid aggressively for less relevant keywords on your
ad (e.g “iphone” for audio products) to encourage good
CTR and ad quality score
● Set bid prices that are beyond your expense
capacity.
● Bid for long-tail keywords (> 4 words) as they are
likely to bring in limited search traffic and clicks
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Optimising Your Shopee On-Platform Ads
Ad Objective: Increase Exposure/Awareness

Impressions Clicks Click Through Rate

Focused Metrics Keep track on the Gauge consumer % of clicks from ad
exposure interest views

● Ensure sufficient daily ad budget for your ad to run without getting paused mid-day once daily
Ad Level budget is exhausted
Optimisation ● If product has generated high impressions but low CTR%
○ Evaluate the relevance of the keywords bidded

● Consider using “Broad match” bid type to encompass more variations in user searches
Keyword Level ○ Reduce usage of long-tail specific keywords with low search volume (e.g. maybelline
Optimisation pink matte lipstick)
○ Incorporate generic keywords that are relevant to your product (e.g body wash)

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Optimising Your Shopee On-Platform Ads
Ad Objective: Increase Sales

Purchase made within 7 day attribution window

Focused Metrics Orders Items Sold GMV Cost-Income- Return-on-

# order # items Sales Ratio Investment
made by bought by created by % of cost Effective revenue
buyers buyers ads from advertising per dollar spent

Ad Level ● Increase budget for ads with good ROI performance or set to 'Unlimited'
Optimisation ● Halve budget for ads with poor ROI performance

● For keywords with good ROI:

○ Increase bid prices to improve visibility and garner higher conversions
○ Switch from exact to broad match to capture more search terms and increase reach
Keyword Level ● For keywords with poor ROI (if clicks > 50):
Optimisation ○ Remove keywords with no orders after receiving a substantial amount of clicks
○ Consider switching to Exact Match and/or lowering bid price
■ Lower bid price gradually to reduce cost-per-click while monitoring impression and
clicks to ensure they are stable
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How to optimise your Shopee On-platform Ads campaign?
Boost shop and product attractiveness to convert more clicks: Product Detail Page

1 Product Naming:
Give your product Product Description:
4
a structured and - Include product
accurate name specifications

2 Visual: Choose
- Share product uses
engaging images /
and benefits
videos of high
resolution and no
- Specify warranties if
watermarks
applicable

3 Price: Ensure your

products are priced
competitively
amongst similar
products
Product Image Product Specification
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How to optimise your Shopee On-platform Ads campaign?
Boost shop and product attractiveness to convert more clicks: Landing Page

3 Landing Page:
1 Visual: Use a clear Showcase best-sellers
image of your shop with high quality and
logo if your ad relevant product
landing page is images
your shop page
- Choose engaging
images of high
2 Tagline:
resolution and no
- Highlight
watermarks
upcoming sales
- Focus on user
- Use key visual that
benefit
best represents your
shop

Shop Search Ads Shop Page

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How to optimise your Shopee On-platform Ads campaign?
Turn on Campaign Day Bid Price Optimisation

Turn on Campaign Day Bid Price

Optimisation.

This enables Shopee to automatically

adjust the manual keyword bid
prices for your Product Search Ads on
major campaign days and ensures
that your ads have good ranking and
still display to shoppers.

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How to optimize your Shopee On-platform Ads campaign?
Mega Campaign Pacing
Capture peak purchase
demand
● Increase budget by
Ensure your ads are appearing in front 200% on peak day
Gather sufficient data for of shoppers ● [Search Ads] Turn on
optimisation ● Increase budget by 50% “Campaign Day Bid
● Run both Shopee throughout big campaign period Price Optimization”
Be aware of the upcoming Search & Discovery ● [Discovery Ads] Turn on “Auto
big sales season Ads Optimisation” / Set “Premium
● Shopee Big ● [Search Ads] Switch to rate”
Regional “Broad Match”
Campaigns: 9.9, ● [Discovery Ads] Set
10.10, 11.11, 12.12 Target Audience
● Big Festive
Holidays:
Christmas, New
Year, etc.
Planning Set-up & Testing Scaling Up Peak

D-21 D-14 D-7 D-day

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THANK YOU
Contact Us

Shopee Marketing Solutions: marketing.solutions@shopee.com