How to Use Ads

This article contains tips on optimizing Shop Search Ads based on your business goals. If you are setting up Shop Search Ads for the first time, read our Setting Up Shop Ads Right article. 

We recommend that you run your ad for a minimum of 2 weeks. This allows you to have sufficient data for ad optimisation. If you have expense concerns, you may wish to reduce your bid prices earlier or set a daily budget.  

Here are some optimization tips based on your business goals:

1. To increase exposure

Monitor these metrics for your Shop Search Ads, on both ad level and keyword level: 

1. Impressions and Clicks to understand how effective your Shop Search Ad is at driving exposure and traffic to your shop 
2. Product Impressions and Product Clicks to understand how much exposure your products get from shoppers who click on the Shop Search Ad.

How to optimise your Shop Search Ads if increasing exposure is your goal:

1. If you have low Impressions:

1. If you have less than 10 active keywords, add more keywords, especially those with high search volume and high relevance to your shop.
2. Switch keyword match type to Broad Match (if you are using Exact Match) so that your Shop Search Ad can display on more search results.
3. Identify keywords with no Impressions, increase the bid price by increments and monitor if the keyword's Impressions improve.
4. If you see no improvement in Impressions, or the bid price to get Impressions is too high, consider removing the keywords given limited budget.

1. If you have low Clicks:

1. If Clicks are low for all or most of the keywords, review your Shop Search Ad's picture and tagline. Make sure that they are relevant to the keywords you’ve bid for. 
2. If only a few keywords have low Clicks, they may be irrelevant to your Shop Search Ad; consider deleting the keywords or lowering your bid price by increments, especially if the keywords also bring low Shop Impressions.
3. If you find keywords with low Product CTR:
4. They may be irrelevant to your Shop Page; consider deleting the keywords or lowering your bid price by increments.

2. To increase profit

Monitor these metrics for your Shop Search Ads, on both ad level and keyword level:

1. GMV to see the sales revenue from your Shop Search Ad.
2. ROAS to understand which keywords are bringing revenue effectively per dollar spent on advertising
3. ACOS to understand your overall ad expense compared to your ad sales 

How to optimise your Shop Search Ads if profit is your goal:

1. For keywords with high ROAS:
2. Maintain competitive bid price to ensure your Shop Search Ad displays in Shopee search results. You can check whether your Shop Ad is showing by looking at the trend of Shop Impressions over time. 
3. If your Shop Search Ad is not showing, you may bid more competitively and monitor if impressions improve. You can use the suggested bid price to gauge how other sellers are bidding. 

1. For keywords with low ROAS:  
2. Switch keyword match type to Exact Match (if you are using Broad Match) to limit your Shop Search Ad display to only the keyword you're bidding for. 
3. Lower the bid price by increments to decrease your costs. If ROAS does not improve, consider deleting the keyword.

1. For keywords with no ROAS:
2. Check their ad display rate by looking at the trend of Impressions over the last 7 days. 
3. If there are no Impressions, your Shop Search Ad is likely not displaying in search results. Consider increasing the bid price by increments to see if Impressions and ROAS improve.
4. If there are Impressions but no Clicks, consider deleting the keyword to save your costs.

1. If ROAS is low across all or most of your keywords, review your landing page 
2. Check that the products shown are appealing and relevant to your keywords.

Last updated: 3 May 2023