How to Use Ads

What is "Campaign Surge"?

One-Stop Campaign Management during Campaign Days: During the big campaign days, sellers tend to have increased sales, while in the meantime competition is getting tighter in the peak season, Campaign Surge is designed to automatically optimize ad settings to maximize sales during campaign days. This includes adjusting bids, increasing budgets, and optimizing ROAS targets based on real time strategies. By automating these adjustments, the feature aims to boost GMV and order uplift, allowing sellers to capitalize on high-potential traffic in a more efficient way.

How to enable "Campaign Surge"?

1. Enter Shopee Ads: From the Shopee Seller Center homepage, navigate to the Marketing Center and select Shopee Ads.

2. Enter Smart Shop Booster: Click the "Boost" button on the "Smart Shop Booster" module to enter the toggle page.

3. Activate toggle: Turn on the toggle of "Campaign Surge Optimization" and click the "Confirm" button.

What are the changes to the ads by turning on Campaign Surge?

The following adjustments will take effect starting from 12 AM on the campaign day:

1. Increase Bid Price
2. Manual bidding adjustments will continue as in the "Campaign Day Bid Price Optimization" (Manual Product Ads and Manual Shop Ads).
3. The algorithm will update your bid price during the campaign day or period based on the ROAS performance for the last 7 days before the campaign.
4. Increase Budget
5. Your budget for good performing ads will automatically increase by 20% when you've run out of budget, up to a maximum of 5 times per day.
6. Good performing campaigns are the ones fulfilling ROAS target for the last 7 days before the campaign.
7. Decrease ROAS Target
8. System will lower down your Target/Estimated ROAS for good performing campaign to capture more traffic and sales during campaign day.
9. GMV Max Custom: ROAS Target will decrease by up to 30% (but no lower than the lowest recommended ROAS value).
10. GMV Max Auto Bidding: Estimated ROAS range will decrease by 10%.
11. Similar to the budget adjustments, ROAS adjustments will be applied to good performing campaigns which fulfilling ROAS target for the last 7 days before the campaign.

How can I check if the feature is active?

You will be able to see the ongoing or upcoming campaign through the Smart Shop Booster setup page.

Campaign Surge Optimization Toggle is on during a campaign	Campaign Surge Optimization Toggle is on when there is no campaign at the moment

The "View Ads" section will provide clear breakdowns of ROAS target adjustment per tab, allowing for more granular review of system-initiated adjustment during campaign period.

GMV Max Custom ROAS	GMV Max Auto Bidding

How are sellers informed about their Campaign surge status?

Shopee will send pop-up notifications in Seller Center to remind sellers of the status of Campaign Surge

For sellers already opted in Campaign Period Bid Price Optimisation: A pop-up notification will encourage you to keep on the feature, right after you are whitelisted for the feature.	If you have already opted in: A pop-up notification will inform you about upcoming adjustments for the campaign, 3 days before Campaign Day and on the Campaign Day.	If you have not yet opted in: A pop-up notification will encourage you to turn on the feature, explaining the expected GMV and Order uplift, 3 days before Campaign Day and on the Campaign Day.
Important Notice: 1. Sellers will not enable the new Campaign Surge feature if they previously did not enable Campaign Period Bid Price Optimization. 2. Sellers previously enabled Campaign Period Bid Price Optimization, they will opt in the upgraded feature of Campaign surge and can change the setting in Smart Shop Booster later.

Latest Update: 23 July 2025

First Published: 30 June 2025