A Short Introduction to Shopee Advertising Tools

August 26, 2021

What are Shopee Ads?

There are three types of paid ads you can use to advertise your products on Shopee:

  1. Keyword Ads
  2. Discovery Ads
  3. Shop Ads

You can access the Shopee Ads tool via both Seller Centre and Shopee App.


Keyword Ads

Keyword Ads are categorised as Search Ads. They show your products at prominent positions on the search results page when shoppers search for keywords that you have bid for. This helps to give your products more exposure.

1. On Shopee App

Keyword Ads are displayed as the first two product listings in the search results page. Thereafter, one ad is displayed after every three listings.


2. On Shopee Web

Keyword Ads are displayed as the first five listings in the search results page. Thereafter, five ads are displayed after every 40 listings.


Understanding Keyword Ads fields

Budget Per Ad

Setting a No Limit budget ensures that your ad will continue running until your current ads credit runs out.

You can also Set Budget and enter a budget amount to control your Daily Budget or Total Budget for each Keyword Ad.


Time Length Per Ad

You can let your Keyword Ads run with No Time Limit, or Set Start/End Date for the ads.

Keywords

You can edit this field on Seller Centre only if you select one product. If you select more than one product, Shopee will manage keywords for your ads automatically. The same budget and time length settings will apply to each ad.


Enable the toggle for Auto Selected to let Shopee manage your keyword bidding and optimisation.


Alternatively, you can Add recommended keywords under the Manually Selected section to edit the Bid Price and Match Type for each suggested keyword. Gauge your Bid Price with the Suggested Bid. It's calculated based on winning bids for ad placement at the top of search results.


Select Add Keywords to fill in your own keywords.

📍 Definitions

Bid Price: Maximum Cost Per Click (CPC) you are willing to pay for a keyword. Ads are charged per click.

Match Type: Match types can be Broad or Exact. This controls which searches on Shopee can trigger your ad.

1. Broad match: When a search includes your keyword, close variations, or additional words before or after, your ad will show.

2. Exact match: Your ad will show only when a shopper types the exact word or phrase you are bidding on.

⚠️ Note: The actual CPC you pay depends on the Bid Price of the ads next in rank. Increasing your Bid Price helps to increase your ad rank and may result in more buyers viewing your listing.

💡 Tip: Start with Broad match to reach a wider audience. For Keyword Ads with high impressions, but low conversions, consider changing them to Exact match to reach a more targeted audience.


Discovery Ads

Discovery Ads showcase your products to shoppers interested in products similar or complementary to yours. They can be seen in various sections on the Shopee platform, including:

1. Similar Products

Up to 21 Discovery Ads are displayed in the first 100 Similar Products positions on a relevant product detail page.

2. You May Also Like

Up to 12 Discovery Ads are displayed in the first 35 You May Also Like positions on a relevant product detail page.

3. Daily Discover

Up to 32 Discovery Ads are displayed in the first 70 Daily Discover positions on Shopee's homepage.

The exact ad positions vary based on ongoing performance optimisation.

Discovery Ads under the Similar Products and You May Also Like sections help you gain exposure to a targeted audience who is more likely to be interested in your products.

Discovery Ads under the Daily Discover section help you attract new customers, expanding your audience pool.


Understanding Discovery Ads sections


After selecting your products, you'll need to decide on your budget, the duration of your ads, Premium Rates, and where you want to display your Discovery Ads.


Set Budget and Duration

You can set your Bid Price, Budget and Time Length on this page.

1. Bid Price

The suggested Bid Price is filled in by default. You can edit the value to change the maximum amount you're willing to pay for each click.

On the Shopee App, this can be found under Display Locations.

2.Budget

By default, Discovery Ads are set to No Limit under Budget. Use this for sustained exposure as the Ad will continue running until your ads credit runs out. You can also select Daily Budget or Total Budget to have more control over your ad costs. After setting the budget, check your Discovery Ads after a week and increase the budget for those that perform well.


3. Time Length

No Time Limit is the default setting. If you prefer to run your Discovery Ads during a specific period, such as for festive seasons, select Set Start/End Date. To mass edit budget or time length, select the applicable products, and select Mass Edit Budget or Mass Edit Time Length.

4. Display Location Settings

You can add Premium Rates or choose to display your Discovery Ads only on certain display locations. Disable the toggle for Auto Optimisation and select Add Advanced Settings to access the Display Location Settings page on Seller Centre. On Shopee App, you can directly edit the Bid Price under Display Locations without setting Premium Rates.



5. Premium Rate

Adding a Premium Rate to your Bid Price for Discovery Ads can improve your ad ranking and exposure. You can choose the display location where you want your Discovery Ads to have a higher Bid Price.


For example, if your bid price is $0.10 for Similar Products and your Premium Rate is 50%, the final Bid Price for Similar Products is $0.15 based on the formula $0.10 x (100% + 50%).


Premium Rate settings are only available on Seller Centre. On Shopee App, you can set Bid Price for all selected products by display location.


6. Status

Enable or disable the toggle to opt in or out of displaying your Discovery Ads on the three display locations.

Shop Ads

Shop Ads are categorised as Search Ads. A Shop Ad shows your shop at the top of the search results page when shoppers search for keywords that you have bid for. This helps to give your shop greater exposure.


For example, if your shop sells hair care products, you can bid for the keyword "shampoo". Shoppers searching for "shampoo" will see your Shop Ad and can select it to visit your shop.

⚠️ Note: Shop Ads are only available for Mall sellers, Preferred Sellers and selected sellers with a good track record in sales and shop ratings.


Understanding Shop Ads fields

1. Ad Name

Label your ad according to your marketing purposes. This is for your reference, and will not be shown to buyers.

2. Budget

Select No Limit to ensure that your Shop Ad will continue running until your ads credit runs out. Selecting Set Budget lets you choose between Daily Budget or Total Budget for greater control over your ad spend.


3. Time Length

You can let your Shop Ads run with No Time Limit, or Set Start/End Date.


4. Ad Creative

Customise your Shop Ad image and messaging to attract shoppers.


5. Landing page

Shoppers will be directed to this page when they select your ad. Choose between your Main Shop Page or one of your Shop Category pages.


6. Ad Image

Instead of your usual shop profile image, you can choose an image that is relevant to the keywords selected for your Shop Ad. You can also use an image of a top-selling product from your shop to attract more clicks.


7. Tagline

The tagline will be displayed as the most prominent text in the Shop Ad.

A short and attention-grabbing sales message that describes or matches the landing page can attract more clicks and keep shoppers browsing for a longer time in your shop.


8. Keywords

You need to add at least one keyword for your Shop Ad. Select Add recommended keywords to edit the Bid Price and Match Type for each suggested keyword. Gauge your Bid Price with the Suggested Bid. It’s calculated based on winning bids for ad placement at the top of search results. Select Add Keywords to fill in your own keywords.

Want to learn how to maximize ROAS and Shopee ads using one solution? Get it touch with us here.

Related
How to Win in Retail Media
Who’s Driving the Increase in Retail Media?
The $100 Billion Media Opportunity for Retailers
Understanding Return on Ad Spend (ROAS)

Want more insights?

Stay ahead of the curve with the latest actionable insights for Marketplace sellers.
Sign up for our weekly newsletter: Botep.

Get in touch

Drive marketing ROI. Increase productivity. Make better decisions.

Epsilo moves the needle with AI-based solutions for turning insights into actions, and engaging your audiences through direct, custom integrations with the most important media today.

Find out why the world’s best brands rely on Epsilo for search, social and ecommerce marketing in our Testimonials.