Shopee Ads:

Basic Training Session

2022

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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)

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Three types of Shopee Ads to reach potential buyers

Search Ads Discovery Ads

Be on top Build brand awareness Reach new customers
Ensure shoppers see your Increase your shop traffic by Attract shoppers with strong
products first when they leading shoppers directly to your purchase intent in Shopee’s high
search for what you offer store or product collection traffic recommendation sections

Search Results Page Search Results Page

1. Product Search Ads - push your product to top of the search
result page
● Bid for keywords and your ad will appear on the search result page when users
search those keywords

● Auto Selected can be used to save the hassle of manually choosing keywords
and setting bid prices and scale up ads quickly

○ Mass set-up up to 50 ads in one go

○ Automatic keyword set-up and optimisation - allow system to choose

suitable keywords based on products

○ Bids are adjusted automatically

Tip for new users:

If unsure about how to choose
keywords, toggle on
Auto-select and let Shopee
optimise for your ads for
you
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1. Product Search Ads - Manual vs Auto-Selection

Manual Selection Auto-Selected

Control and visibility of individual No control and visibility of

keywords selection and performance X individual keywords selection
allowing for optimisation and performance
Automatic keyword set-up and
Suitable for users comfortable optimisation
with search ads
Suitable for users unfamiliar with
search ads
XX Ads must be set-up one at a time
Mass set-up of up to 50 ads
possible for quick scaling
Manual keyword set up and Automatic optimisation of bid
X optimization for each Product Search prices according to users
Ads

Tip for advanced users:

Once familiarised with Product Search Ads, use of manual keywords selection on top of Auto-selection
is largely recommended for added visibility and more control over some keywords
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2. Shop Search Ads - showcase your shop at the top of the search
result page
● Bid for keywords and your shop profile will appear at the top on the
search results page

● Shop Search Ads is open only to Preferred Sellers,Official Stores (OS) on

Shopee Mall, and sellers with good sales performance

● You can now customise your Shop Search Ads by customising tagline, shop
profile picture and ad landing page (e.g. shop page, product collection page)

● You can also create multiple targeted Shop Search Ads campaigns at the
same time:

○ For different product lines/collections within your shop

○ For big campaign sales (e.g. 9.9, 10.10, Christmas Sales etc.)

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 3. 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:

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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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Summary of the three types of Shopee Ads
1. Product Search Ads
● Search results page
Placement
● Widen reach to potential shoppers
who are searching for keywords
related to your advertised listings
Advantage ● High control - control where your ads
show up and how much you spend by
setting a budget and a bid price per
keyword
● Match recommended bid price to
ensure top ad ranks
Tips
● Increase bid prices during sale
seasons and brand promotional
periods to maintain ad rankings
2. Shop Search Ads
● Top of search results page
● Grows brand awareness, with your
shop profile appearing at the top of the
search results
● Strengthens association between your
brand and the search term
● Utilise generic keywords (e.g matte
lipstick)
● No need to bid on brand keywords as
they should be reserved for the brand
3. DISCOVERY ADS
● Homepage - Daily Discover
● Product Details - You May Also Like
● Enhances product exposure by
displaying them in more locations
● Targets users based on their individual
interests and shopping behaviour
● Highest ease of set-up
● Create targeting ad campaigns for as
many products due to its smaller scale
and low bid prices
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How to set up Shopee Ads?

Follow a simple 4-step process to start running Shopee Ads

01 02 03 04

Log on to Top-up Ad Determine Ad Set-up and Run

Seller Centre Credits Objectives Shopee Ads
Log in to Seller Centre Top up ad credits on Determine your business Follow the step-by-step
and go to the Shopee the My Ads page within goals and ad objectives user guide to set up,
Ads page Seller Centre to ensure in order to identify the review and manage
there’s sufficient right type of Shopee Ads your Shopee Ads
budget

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How to set up Shopee Ads?

Step 1: Log on to Seller Centre

2 Click on Shopee Ads

1 Log in to Seller Centre

Username

1 Password

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How to set up Shopee Ads?

Step 2: Top-up Ad Credits

1 2

₱ 50,00

₱ 0.00

1 3
₱ 82.13 ₱ 842.35

1. “Ads Credits” shows how much credits you have in your Shopee Ads account Tip: Always maintain 7 days worth of
2. To top-up, click “Top Up” ad spending to keep your ads going!
3. Select the desired top-up amount and check-out Recommended minimum daily budget
4. Opt in for “Auto Top-up” to avoid your ads becoming inactive due to insufficient ad credits is around 20-100 pesos per Ad

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Payment Options for Topping Up Ads Credits

Shopee Ads on
Payment Channel Shopee Ads on app
browser
ShopeePay ✓ ✓

Over-the-counter ✓ ✓

Credit Card / Debit Card ✓ ✓

Online Payment ✓ ✓

Payment Center / e-wallet ✓ ✓

Shopee Wallet / Seller Wallet ✓ ✓

Manual Bank Transfer ✓ ✗

Top-Up and Shopee Ads FAQ
● What type of credit cards are allowed?

Currently, we only accept credit cards from local banks.

● Can I get a refund?

My Ads credits cannot be refunded after purchase as stated by the T&Cs stated here.

● Is this an e-wallet for me to purchase other items on Shopee?

No, these are credits that can be only used for bidding Ads on the Shopee platform.

● Can I buy ads credit as a gift for someone else?

Unfortunately, no. However, you can consider getting them something else from our platform as a gift!

● Will my ads credit expire after a period of time?

All free or paid ads credit may have an expiry date. Please go to "Transaction History" on Shopee Ads in Seller Centre to
check ads credit's expiry date. Our system will deduct ads credit in the following sequence:

1. Ads credit with an expiry date, starting from the earliest expiry date,
(Note: free ads credit will be deducted first if it has the same expiry date as paid ads credit),
2. Paid ads credit without an expiry date
How to set up Shopee Ads?

Step 3: Determine Ad Objectives

Ad Objectives Shopee Ad Types

Low
● For users with products in mind (generic
purchase
Increase keywords): Product Search Ads
intent
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 product
Consideration
● Discovery Ads to suggest your best-performing
listings
and new listings as alternatives in the listings

Capture and ● Product Search Ads to promote your product in search

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

Step 4: Set-up and Run Shopee Ads Select products for your Ads

1 Click on + Create New Ads 2 Click Search Ads

1
₱ 10,000

₱ 82.13 ₱ 842.35

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How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select products for your Ads

3 3 Select Products for your promotion

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4 Set a Budget for your Ad

● Set “No Limit” if you want your ad to have

sustained exposure
● Set a budget if you want to cap your ad
5 expenses.
○ The minimum daily budget
required is ₱20
○ The minimum total budget required
is ₱200

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How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select products for your Ads

5 Set a Time Length for your Ad

3
● You can choose no time limit or set a
4 start and end date.
● Set “No Time Limit” if you would like your
ad to have sustained exposure.

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How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select products for your Ads

5 Under Product Setting, click on the [+] button to add 6 Select your desired products and click on Confirm
products

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 How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select keywords for your Ads

6a When creating Ads for one multiple products you can only Add Auto
Selected Keywords. You can click on publish to ran your Ads. Seller Tips!

● With Auto-Selected Keywords, Shopee

will select relevant keywords for your
products and optimise them for you.
● Use this feature if you prefer to set up
and manage your ads with minimal
effort and time, or if you are unsure of
what keywords to choose.

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How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select keywords for your Ads

6b When creating Ads for one product you can add Manual Keywords Seller Tips!
by clicking on + Add recommended words
Our recommended keywords will give you
starting ideas about which keywords to bid
for, based on the product you are advertising.

By clicking + Add recommended words it will

add 20 Keywords. Do not publish if you do not
intend to use those keywords. You can delete
those keywords and add ones that you would like
to use before publishing your Ad.

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How to set up Shopee Ads?

Step 4: Set-up and Run Shopee Ads Select keywords for your Ads

6b After deleting and/or adding keywords you can publish your Ad.

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Understanding Bid Price & Cost Per Click for Manual Keywords

• Suggested Bid Price will ensure that their ad is displayed in a

good position
Suggested • Sellers can decide on the actual bid price to use. They can be
Bid Price lower than the Suggested Bid Price
○ Note: If the suggested bid price it too high, start with bid
price that you comfortable with and adjust after 1-2 weeks

• Sellers pay only when shoppers click on the ad

• Sellers can set the bid price for each keyword (i.e. the highest
Cost Per cost per click seller is willing to pay)
Click • The Cost Per Click is often less than your bid price, as the
system calculates and charges the minimum amount you need
to pay to hold your ad position
How to Choose the Right Products?

To increase exposure of new products

Choose new products to boost their exposure and test their market potential.

To grow sales
Focus on your bestsellers (>100 Monthly Sales) with great organic sales
performance and products with great sales potential, such as promotional products.

To boost profit
Focus on products that sell well, especially those with high organic profit margin.

Tip: Start out with

5-10 ads to make it
easier for you to
manage your ads
How to select keywords for your Shopee Ads?
Choose keywords that people might use when finding your products.

Branded Keywords Product Keywords Category Keywords Use Case Keywords

More examples: More examples: More examples: More examples:

L’Oreal, Samsung, P&G etc. Toner, Fridge, Sneaker etc. Stationary, Kidswear, Toys etc. Running Wear, Cake Baking etc.

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How to select keywords for your Shopee Ads?
Choose keywords that people might use when finding your products.

Be experimental with different Always check the search volume of a The use of Tagalog keywords is
keywords of similar nature. Use keyword on Shopee and avoid keywords highly recommended
variations, synonyms of existing with low search volume.
keywords and include descriptors
Exampe - “relo”, “pantalon”,
Example - “Watch” “kurtina”, “unan”, “pinggan”
Wrist watch, Black watch, mens
watch, ladies watch, hand watch,
watches, unisex watch

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Tip! How to Select Keywords?
Be Creative
Combine descriptors and characteristics of your products to come up with more specific
Keywords for your ads. Bid at least 10 Keywords when starting with your ad!
(Maximum of 200 Keywords)

Check the Quality Score & Search Volume

Select Keywords that have a Healthy Quality Score and High search volume (>1000) to
ensure that your ads will have a lot of impressions

Set your Match Type

➔ Set to Broad Match for Keywords that are Generic (i.e. phone case)
➔ Set to Exact Match for Highly Specific Keywords (i.e. Black iphone 12 phone case)
How is Average Ranking Determined?
Your ad ranking is an indication of your ads position in search results pages. It is determined by your ad rank score.
A higher rank score will allow your ad to be pushed to the top of the search results page.

Quality Score
The more relevant your
keyword is to the product
advertised, the higher the
quality score which improves
your ad ranking

Cost-per click bid price Quality Score Rank Score Ad Ranking

Seller A PHP 0.6 9 5.4 #1

Seller B PHP 0.7 7 4.9 #2

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How is Ad Ranking Determined?
There are 10 ad slots per page, 5 on the top most row & 5 on the bottom row

Aim for an Ad Rank that is within the Top 10-20

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How to allocate budget for each ad type?

1. PRODUCT SEARCH ADS 2. DISCOVERY ADS 3. SHOP SEARCH ADS

● Typically 70-90% of ad expense ● Typically 10-20% of ad expense ● Typically 10-20% of ad expense

Budget ● Most costly ad type but the most ● It should be utilised to supplement ● Lower competition compared to Product
Allocation effective in securing conversions for Keywords Ads to ensure a wider reach Search Ads as it is only available to
with multiple placements on Shopee Official/Preferred Sellers
top selling products

● Daily budget: ● Daily budget: ● Daily budget:

○ Minimum daily budget for new ad ○ Minimum daily budget for new ● Minimum daily budget for
Suggested targeting ad listings (PHP
listings (PHP 20.00) new shop ad listings (PHP
Daily
10.00) 25.00)
Budget
and Bid ● Suggested starting bids:
Price ○ Start are minimum bid price (PHP ● Suggested starting bids: ● Suggested starting bids:
0.48) and gradually increase for ○ Min. bid price (PHP 0.30) and ○ Recommended to match suggested
optimisations gradually optimise based on bid price
○ Start at suggested bid price for performance ○ Avoid bidding for low quality score
competitive keywords keywords

Suggested daily budgets and bid prices are NOT to be used a one-size fits all strategy but as a guideline to help you begin your ads management. Finding the
sweet spot in the bids and budget will happen over time after multiple optimisations over time for your client’s brand.

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How to set up Shopee Ads?

LIVE DEMO

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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

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)

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Introduction to Shopee Ads Metrics

Metrics Metric Description Formula

Impressions The number of times your ad is being seen by shoppers

Awareness The average ad ranking amongst other ads for the chosen keyword
Metrics
Average Ranking ➢ Indication of how visible your ad is on the search results page
➢ This is only relevant for Search Ads

Clicks The number of clicks garnered by your ad

Engagement The percentage of time shoppers click your ads after seeing them.
Metrics CTR ➢ Indication of how relevant your ad is to the keyword bidded Clicks ÷ Impressions
(Click-through-rate)
➢ Benchmark CTR 2.5%

Cost Metrics Expense The total amount of money spent on ads

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Introduction to Shopee Ads Metrics

Metrics Metric Description Formula

The total amount of money generated by shoppers from purchasing the

GMV (Gross
advertised product and other products from your shop within seven
merchandise value)
days of an ad click

The return of your ads spends, by measuring the revenue, your ads bring
ROI (Return on for every dollar spent on ads. Ads GMV ÷ Ads
investment) ➢ Indication of how effective your ad is in generating revenue Expense
Conversion ➢ Benchmark ROI 7
Metrics
CIR (Cost Income The percentage of your ad spend relative to the revenue generated by Ads Expense ÷ Ads
Ratio) your ad from the sales of your shop's products. Benchmark CIR 30% GMV

The percentage of shoppers who purchase from your shop after clicking
CR (Conversion Rate) your ads Conversions ÷ Clicks

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Optimising Ads Performance

To increase exposure To increase sales To increase profit

- Impressions - GMV - Cost-Income-Ratio (CIR)

Metrics to Monitor - CTR - ROI - ROI
- Average Ranking

● Increase bid price

● Add manual KW
● Increase Bid Price for good
How to optimise? impressions and CTR
● Stop or lower bid price for
KW w/ both low
impressions and CTR
● Switch from exact to broad
match
● Stop KW with low roi
● Increase bid price for KW
with lower CIR
● Lower bid price for KW with
higher CIR
● Switch from exact to broad
match for KW with higher
CIR
How to optimize Shopee Ads?

LIVE DEMO

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

The 3 Types of Ads

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Product Search Ads

Shop Search Ads

Discovery Ads

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 SUMMARY #2

Shopee Ad Placements

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Product Search Ads - Search Results Pages

Shop Search Ads - Top of Search Results

Discovery Ads - (DD and YMAL)

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 SUMMARY #3

The Position of your Ad in Search Results

Pages

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 Ad Ranking

(1 Highest - 60 Lowest)

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 SUMMARY #4

How long should you Run ads before

optimizing them?

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 1 - 2 Weeks

Ensure you have sufficient data before

adjusting your bids & budget

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

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