SHOPEE ADS

USER GUIDE

1
Table of Contents
Content Pages
1. What is Shopee Ads? 3 -9
2. Setting Up Product Ads 10-11
i. Setting Up an Auto Product Ad 12-21
ii. Setting Up Product Ads 22-41
4. Setting Up Shop Ads 42-43
i. Setting Up Shop Ad (Auto Bidding) 44-52
ii. Setting Up Shop Ad (Manual Bidding) 53-69
3. Boost Your Sales During Campaign Days 70-72
4. Setting Up Display Ads 73-88
5. Review and Modify your Ads 89-93
a. Review and Modify Your Product Ads 94-106
b. Review and Modify Your Shop Ads 107 -116
c. Review and Modify Your Display Ads 117 -121
6. Top Up and Billing 122-126
7. FAQ 127 -132

Table of Contents 2
1. WHAT IS SHOPEE ADS?

3
 What is Shopee Ads?

Shopee Ads allow you to advertise your 1 On Web 2 On App

products and shop on Shopee.

1 On the web, find Shopee Ads under

Marketing Centre in Shopee Seller
Centre. To login successfully, turn
off the ads blocker on your web
browser.

2 In the Shopee app, find Shopee Ads

in your shop profile section.
● Go to your "Me" page
● Tap on "My Shop" at the top
left.

1. WHAT IS SHOPEE ADS? 4

Shopee Ads on App

With Shopee Ads on Shopee App, users can:

● Top up ads credit
● View ads performance

For full Shopee Ads functionalities (e.g. manually adjusting keywords for Product Ads), please
access Shopee Ads via Seller Centre on the web.

More Shopee Ads functionalities will be released on app progressively.

1. WHAT IS SHOPEE ADS? 5

 Types of Ads

Product Ads Display Ads

Show your products in Display promotional banners on

search results and and the Shopee homepage carousel
recommendation and in search results
sections

Shopee
Ads

Shop Ads .. and more ad types

Advertise your shop, Coming soon!

products, and vouchers in
search results

1. WHAT IS SHOPEE ADS? 6

 Product Ads
Use Product Ads to increase your products’ exposure in multiple high traffic areas at once

What are Product Ads? Search Placement Discovery Placement

Product Ads are ads that appear in
search results an in prominent
recommendation sections.

Why use Product Ads?

● It allowed you to showcase
your products in high-traffic
spots on the search results
page.
● It helps you reach interested
shoppers for relevant
keywords.

Show your product in Show your product when Capture relevant audiences on
search results shoppers browse relevant You May Also Like
products in Daily Discover

1. WHAT IS SHOPEE ADS? 7

 Shop Ads
Use Shop Ads to boost your shop visibility and increase product sales

What is Shop Ads?

Shop Ads feature an image and tagline related to your
shop, as well as products most relevant to shoppers.

Why use Shop Ads?

● It helps to drive more traffic and help more
shoppers discover your shop
● It helps to attract relevant shoppers to your
shop’s product tab to purchase your products
● It helps to highlight your unique selling point
and promotion, connect with shoppers and
engage them to go to your shop page

Show your shop at the Promote your shop on

top of search result page Shopee Fruit Game

1. WHAT IS SHOPEE ADS? 8

 Display Ads
Use Display Ads to boost awareness to your products and shop

What is Display Ads?

Display Ads allows brands to reserve premium homepage banner slots to
showcase their brand or products to all shoppers and drive mass awareness
with guaranteed impressions.

Why use Display Ads?

● It helps to boost brand awareness and visibility on one of the in-app
spots with the highest exposure
● It allows brands to make reservation in advance for targeted dates
and pay by fixed cost-per-mille (CPM): the cost of 1,000 ad
impressions
● It allows brands to manage and view live campaign performance
easily on Seller Centre

Note:
● Display Ads is available only to selected Mall sellers. Mall sellers who would like to be Show your brand on
whitelisted can reach out to your account manager. homepage banner with the
● Display Ads is available in Indonesia, Malaysia, Philippines, Singapore, Thailand, highest exposure
Taiwan, Vietnam and Brazil.
● Display Ads runs on a post-paid offline payment model.

1. WHAT IS SHOPEE ADS? 9

2. SETTING UP PRODUCT ADS
SHOWCASE YOUR PRODUCTS AT THE TOP OF SEARCH RESULTS PAGE AND
ATTRACT RELEVANT SHOPPERS IN DAILY DISCOVER AND YOU MAY ALSO
LIKE SECTIONS

10
Setting up Product Ads

There are 2 ways to use Product Ads to advertise your products.

Set up an Auto Product Ad Set up Product Ads for

for your shop individual products

Go to Slide 12-21 Go to Slide 22 - 41

An Auto Product Ad will automatically
select high-potential products from your
shop to display to shoppers. Product
selection, keywords, and bids are fully
automated.
Create Product Ads for specific products
and get more control over the budget,
duration, placement, and bidding for each
Product Ad.

Try Auto Product Ad if you prefer to set up and

manage your ads with minimal effort and time spent.

2. SETTING UP PRODUCT ADS 11

Setting up an Auto Product Ad Auto

To start setting up your Auto Product Ad:

1 Log in to Seller Centre

Username

Password

2. SETTING UP PRODUCT ADS 12

Setting up an Auto Product Ad Auto

Shopee Ads

2 Click on Shopee Ads 3 Go to Shopee Ads, Click on + Create New Ads

4 Click Promote My Products

2. SETTING UP PRODUCT ADS 13

Setting up an Auto Product Ad: Budget Auto

Seller Tips!

Budget indicates the maximum ad expense you are willing to

1 Set Budget pay. Once the budget amount is reached, your ad will stop
showing. You can choose not to set a budget limit or to set a
daily budget.

● Set “Unlimited” 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.
● Set a Daily Budget if you want to cap your ad daily
expenses.

2. SETTING UP PRODUCT ADS 14

Setting up an Auto Product Ad: Duration Auto

Seller Tips!

2 Set Duration Duration indicates the length of time your ad is active. Once
the end date is reached, your ad will not show anymore.

● You can choose no end date or set a start and end

date.
● Set no end date if you would like your ad to have
sustained exposure.
● Set a time schedule if you only want to push your
listings on certain days of the year, e.g. sale periods.

2. SETTING UP PRODUCT ADS 15

Setting up an Auto Product Ad: Placement Auto

Seller Tips!

3 Set Placement

Placement determines where your ad will show on the

Shopee platform.
● You must select All to continue setting up your Auto
Product Ad.

2. SETTING UP PRODUCT ADS 16

Setting up an Auto Product Ad: Products Auto

4 Click on Automatically select best products

This allows you to create an Auto Product Ad.

2. SETTING UP PRODUCT ADS 17

Setting up an Auto Product Ad: ROAS Target Auto

Seller Tips!
5 Auto Bidding will be selected by default. Optionally, you can set a ROAS
Target for your Auto Product Ad.
Auto Bidding allows Shopee to manage your
keywords and discovery locations bidding and
optimisation, so you no longer have to. Shopee will
adjust and optimise the ad in real-time to help you
achieve a healthy Return on Advertising Spend
(ROAS), within your budget.

When setting your ROAS Target:

● Choose System-Optimised to let Shopee
automatically manage your ROAS.
● Choose a Custom ROAS Target if you have
specific ROAS in mind.

2. SETTING UP PRODUCT ADS 18

Setting up Auto Product Ads: Publish Ad Auto

5 Click Publish

Seller Tips!

To read our tips on how to set up

Product Ads for success, please
click here.

2. SETTING UP PRODUCT ADS 19

Setting up Product Ads Manual

To start setting up your Product Ads:

1 Log in to Seller Centre

Username

Password

2. SETTING UP PRODUCT ADS 20

Setting up Product Ads Manual

You have the option to set up Product Ads for specific products on Shopee Ads (Option A) or via My Products (Option B):

Option A: Shopee Ads Page Option B: My Products Page

2. SETTING UP PRODUCT ADS 21

 Setting up Product Ads Manual

Option A: Shopee Ads Page Option B: My Products Page

2 Go to Marketing Centre > Shopee Ads 3 Go to Shopee Ads, Click on + Create New Ads 2 Go to Product > My Products

Click Boost to directly create a Product Ad for that

3
product
4 Click Promote Products

2. SETTING UP PRODUCT ADS 22

 Setting up Product Ads: Budget Manual

Seller Tips!
On Shopee Ads > Create Product Ads:

Budget indicates the maximum ad expense you are willing to

1 Set Budget pay. Once the budget amount is reached, your ad will stop
showing. You can choose not to set a budget limit or to set a
daily budget for your ad.

● Set “Unlimited” 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.
● Set a Daily Budget if you want to cap your ad daily
expenses.

2. SETTING UP PRODUCT ADS 23

Setting up Product Ads: Duration Manual

Seller Tips!

2 Set Duration Duration indicates the length of time your ad is active. Once
the end date is reached, your ad will not show anymore.

● You can choose no end date or set a start and end

date.
● Set no end date if you would like your ad to have
sustained exposure.
● Set a time schedule if you only want to push your
listings on certain days of the year, e.g. sale periods.

2. SETTING UP PRODUCT ADS 24

Setting up Product Ads: Placement Manual

Seller Tips!

3 Set Placement Placement determines where your ad will show on the

Shopee platform.

● Set Search if your would like your ads to appear on

the search results only
● Set Discovery if you would like your ad to appear on
Daily Discover and You May Also Like only
● Set All if you would like your ad to appear on both
Search and Discovery locations

2. SETTING UP PRODUCT ADS 25

Setting up Product Ads: Products Manual

4 Click on Manually select products.

This allows you to select up to 50 products to create ads for.

5 Click + to add products

2. SETTING UP PRODUCT ADS 26

Setting up Product Ads: Select Products Manual

6 When choosing which products to create ads for,

recommended products will be highlighted with the
Best Selling, Good ROAS or Top Searched tags.

7 7 Click to select all recommended products to boost orders

and clicks more effectively with just one click.

Seller Tips!
6

● Choose products recommended by the Shopee Ads product

selector to maximise your sales with ads.
● Products that already have ads will be indicated with “Has
existing ads” label.

2. SETTING UP PRODUCT ADS 27

Setting up Product Ads: Bidding Manual

8 Select Auto Bidding or Manual Bidding Seller Tips!

If you select Manual Bidding ● Choose Auto Bidding to automate your

keywords (if applicable) and bids.
9 Click on + Add Keywords to view a list of recommended keywords and
suggested bid prices. (Only applies if All or Search placement is selected,) ● Choose Manual Bidding if you want to select
your own keywords (if applicable) and set
your own bids.
8

2. SETTING UP PRODUCT ADS 28

Setting up Product Ads: Add Keywords Manual

Type the keyword you're looking for into the

10
search bar and press enter
10
11 Click + Add to add keywords into your bidding
12 list

12 Click + Add All Recommended Keywords if

you would like to add in all recommended
keywords at once

13 Click Confirm to add selected keywords

Seller Tips!
11
You can use Quality Score, Search Volume and
Suggested Bid to gauge how well the keyword will
13
perform.

2. SETTING UP PRODUCT ADS 29

Setting up Product Ads: Add Keywords Manual

Seller Tips!

What are Blacklisted Keywords?

● Blacklisted Keywords are keywords which
cannot be selected to create Product Ads
or Shop Ads

2. SETTING UP PRODUCT ADS 30

Setting up Product Ads: Match Type Manual

14 Set match type Seller Tips!

What is Match Type?

Match Type controls which searches on Shopee
will display your ad.
● Broad Match is the default setting.
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”.

2. SETTING UP PRODUCT ADS 31

 Setting up Product Ads: Match Type Manual

15 If you want to change settings for many

keywords, tick on the checkbox next to these
keywords and click the relevant Edit buttons

To remove a keyword from your bidding list,

16 click on the trash can 15

Review your Bid Price 16 17

17

Seller Tips!

Bid Price is the maximum amount you will be charged for

each click on your ad. It is pre-filled with the suggested
bid price. You can review and adjust the bid price to an
amount you are comfortable with.

2. SETTING UP PRODUCT ADS 32

Setting up Product Ads: Discovery Locations Manual

18 Set your discovery locations bid prices. You can refer to the
suggested bid as a guide to know how much to set for the
bid price.

19 Click Advanced Settings > to customise your discovery

locations and Enhanced Bid Price.

18

19

2. SETTING UP PRODUCT ADS 33

Setting up Product Ads: Advanced Settings Manual

20 Toggle Discovery Locations on or off to allow Shopee to

promote your products in the respective discovery locations.

20
21 Toggle Enhanced Bid Price on to allow Shopee to
21 automatically optimise your bid prices to generate more
sales.

Seller Tips!

Enhanced Bid Price automatically increases your manual bids by up to 100% when your ad clicks are more likely to
lead to a conversion, and decreases your manual bids by up to 50% when your ad clicks are less likely to lead to a
conversion. Click here for more information.

2. SETTING UP PRODUCT ADS 34

 Setting up Product Ads: Audience Targeting Manual

To effectively reach your desired audience, you can

22 Set Custom Targeting

22
To select your own audience targeting
groups to prioritise by selecting age,
gender, and buyer type characteristics

23 Click + New Custom Audience 23

2. SETTING UP PRODUCT ADS 35

Setting up Product Ads: Add Custom Audience Manual

24 Customise your Audience Name

26
24
25 Select Age, Gender, Buyer Type

26 View your chosen Audience Size after 25

customising each setting

27 Click Save to add Audience Targeting 27

Group

2. SETTING UP PRODUCT ADS 36

Setting up Product Ads: Audience Targeting Manual

28 Set Premium Rate

29 Click Edit to modify your Audience Group Setting

28
29

Seller Tips!

Premium rate allows you to increase the bid price for the Custom Audience you have selected to increase visibility among your preferred audience.

● For example, if your bid price is $0.50 and your premium rate is 50%, the final bid price would be $0.75 based on the formula $0.50 x
(100% + 50%).

2. SETTING UP PRODUCT ADS 37

 Setting up Product Ads: Publish Ad Manual

30 Click Publish to publish your Product Ad

Seller Tips!

To read our tips on how to set up

Product Ads for success, please
click here.

2. SETTING UP PRODUCT ADS 38

3. SETTING UP SHOP ADS
DISPLAY YOUR SHOP AT THE TOP OF THE SEARCH RESULTS PAGE AND
WITHIN THE SHOPEE FRUIT GAME

39
 Setting up Shop Ads

1 Log in to Seller Centre 2 Click on Shopee Ads

Username

Password

3. SETTING UP SHOP ADS 40

 Setting up Shop Ads

3 Go to Shopee Ads, Click on + Create New Ads 4 Click Promote My Shop

3. SETTING UP SHOP ADS 41

 Setting up Shop Ads: Ad Name

5 Set Ad Name Seller Tips!

Set Ad Name to help you identify and organise your

Shop Ads.

● Include details such as ad landing page, ad

duration, ad campaign objective, e.g.
“Boost Sales, female perfume collection,
1-30 Jan”.

3. SETTING UP SHOP ADS 42

 Setting up Shop Ads: Budget Manual

Seller Tips!
6 Set Budget

Budget indicates the maximum ad expense you are willing to

pay. Once the budget amount is reached, your ad will stop
showing. You can choose not to set a budget limit or to set a
daily budget.

● Set “Unlimited” 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.
● Set a Daily Budget if you want to cap your ad daily
expenses.

3. SETTING UP SHOP ADS 43

 Setting up Shop Ads: Duration

Seller Tips!
7 Set Duration

Duration indicates the length of time your ad is active. Once

the end date is reached, your ad will not show anymore.

● You can choose no end date or set a start and end

date.
● Set no end date if you would like your ad to have
sustained exposure.
● Set a time schedule if you only want to push your
listings on certain days of the year, e.g. sale periods.

3. SETTING UP SHOP ADS 44

Setting up Shop Ads: Bidding Method

Seller Tips!
8 Select Auto Bidding or Manual Bidding

Note: You can only set up 1 Shop Ad with Auto Bidding per shop. Auto Bidding
● Auto Bidding automates your keyword
If you select Manual Bidding selection and bids.
● You can only set up 1 Shop Ad with Auto
9 Click + Add Keywords to view a list of recommended keywords and
Bidding per shop.
suggested bid prices Manual Bidding
● Manual Bidding allows you to select your
own keywords and set your own bids.
● You can set up multiple Shop Ads with
Manual Bidding.
8
You can run both Auto Bidding and Manual Bidding
concurrently.
9

3. SETTING UP SHOP ADS 45

Setting up Shop Ads: Add Keywords

Type the keyword you're looking for into the

10
search bar and press enter
10
11 Click + Add to add keywords into your bidding
12 list

12 Click + Add All Recommended Keywords if

you would like to add in all recommended
keywords at once

13 Click Confirm to add selected keywords

Seller Tips!
11
13 You can use Quality Score, Search Volume and
Suggested Bid to gauge how well the keyword will
perform.

3. SETTING UP SHOP ADS 46

Setting up Shop Ads: Add Keywords

Seller Tips!

What are Reserved Keywords?

● Reserved Keywords are keywords which
cannot be used to create Shop Ads.
These are keywords which show high
user preference for a specific shop.
● For example, when a user searches for
“Laneige”, they most likely want to find
Laneige Official Shop. As such, to
preserve good shopper experience,
search result for the keyword “Laneige”
will only display organic shop profile such
as Laneige Official Shop, not advertised
shop profiles.

3. SETTING UP SHOP ADS 47

Setting up Shop Ads: Match Type

14 Set match type Seller Tips!

What is Match Type?

Match Type controls which searches on Shopee
will display your ad.
● Broad Match is the default setting. Broad
Match displays your ad when buyers
search for phrases that contain your
keyword. For example, if you bid for
14 “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”.

3. SETTING UP SHOP ADS 48

Setting up Shop Ads: Bid Price

Seller Tips!
15 Review your bid price

● Bid Price indicates the highest amount

you’re willing to pay for each click on your
ad.
15 ● Bid price is taken into account to calculate
your ad ranking (or how high you appear in
search results). 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.
● Cost per Click will start at S$0.15 per click,
and increases depending on the demand.
Your actual cost per click may be less than
your bid price, depending on the bid price of
other ads in the auction.

3. SETTING UP SHOP ADS 49

 Setting up Shop Ads: Mass Edit

16 If you want to change settings for many keywords, tick on

the checkbox next to these keywords and click the relevant 16
Edit buttons

3. SETTING UP SHOP ADS 50

 Setting up Shop Ads: Creatives Settings

17 Choose whether you want to go with the Default ad

creative or whether you want to define a Custom ad
creative.

● Default creative uses your existing shop image

and shop name in the Shop Ad.

● Choose Custom to set your own image and

tagline.

Note: Custom is only available when using Manual

Bidding. When setting up a Shop Ad with Auto Bidding,
it’s not possible to customise your ad creative.

3. SETTING UP SHOP ADS 51

 Setting up Shop Ads: Ad Image

18 Set Ad Image
Seller Tips!

The image is the image shown on your Shop Search Ad.

● Given that your landing page is the shop page, you

can use your shop logo. Alternatively use an
attractive picture that represents your store.
● Your shop logo will be used by default if you do not
add any custom picture.

3. SETTING UP SHOP ADS 52

 Setting up Shop Ads: Tagline

19 Set Tagline
Seller Tips!

Tagline is the custom messaging that you set to convince

shoppers to click your Shop Search Ads.

● Create a compelling tagline that best describes

your shop.
● Keep it concise and user benefit oriented.
● Do not use multiple exclamation marks, emoticons
or special symbols.
● Highlight new or seasonal products, e.g. “Dress
spookily and stylishly this Halloween”.

3. SETTING UP SHOP ADS 53

 Setting up Shop Ads: Preview Ad Creative

20 Review Ad Preview

Seller Tips!

You can preview how your Shop Ad will look to shoppers in

the Shopee App and on the Shopee website.

3. SETTING UP SHOP ADS 54

 Setting up Shop Ads: Publish Ad

21 Click to Publish

Seller Tips!

To read our tips on how to set up Shop Ads for success,

please click here.

3. SETTING UP SHOP ADS 55

4. BOOST YOUR SALES DURING
CAMPAIGN DAYS

56
Boost Sales During Campaign Days: Shop Level Settings
Optimise your bidding automatically on campaign days to ensure your Product and Shop Ads are displayed to shoppers throughout
the day to maximise your sales.

1 Go to Shopee Ads homepage

2 Click Turn On for Campaign Day Bid Price Optimisation setting*

Seller Tips!

For more information, click here.

* This feature is currently unavailable in Mexico and Brazil,

4. BOOST YOUR SALES DURING CAMPAIGN DAYS 57

Boost Sales During Campaign Days: Prompt
Before each campaign day (e.g. 8.8, 11.11, etc.), if you have not turned on the Campaign Day Bid Price Optimisation setting, you will
see a prompt on the Shopee Ads homepage that allows you to enable it*.

Fill the checkbox to enable Shopee to

1
optimise your bid prices on campaign days

2 Click Confirm

* This feature is currently unavailable in Mexico and Brazil,

4. BOOST YOUR SALES DURING CAMPAIGN DAYS 58

5. SETTING UP DISPLAY ADS
DRIVE MASS AWARENESS FOR YOUR CAMPAIGNS ON SHOPEE’S
HOMEPAGE BANNER CAROUSEL

59
Setting up Display Ads

1 Before campaign creation: Submit your Billing Information

Option A: Via your local Option B: Fill up the Billing

or
Account Manager Information Form here directly

You may reach out to your account Fill in your billing details to register or
manager to assist in registering your update existing details.
billing information to our system.

Seller Tips!

Note:
● Billing details are required to create a campaign as this is utilised for offline invoicing after the campaign has ended.
● It’s recommended for sellers to provide the billing information via the local KAM or Billing Information Form in advance as it takes
time for registration. However, if you are unable to provide the billing information in advance, you can still register through the Ads
Creation Page as a last measure. Do note that this may cause some delay.
● Proceed to create a campaign if you have already submitted your billing information.

5. SETTING UP DISPLAY ADS 60

 Note:
Only for KRCB and CNCB

Setting up Display Ads

Market Links to Billing Information Form

Singapore Link

Malaysia Link Seller Tips!

Thailand Link

Taiwan Link Please allow up to 7 working days

for your billing info to be reflected
Indonesia Link on Seller Centre after submission.

Vietnam Link

Philippines Link

Brazil Please approach local KAM directly

5. SETTING UP DISPLAY ADS 61

 Setting up Display Ads

2 Log in to Seller Centre 3 Click on Shopee Ads

Password

5. SETTING UP DISPLAY ADS 62

 Setting up Display Ads

4 Go to Shopee Ads, Click on + Create New Ads 5 Click Increase Branding

Note:
● Display Ads is still in beta mode, and available only to selected Mall sellers.
● Only whitelisted sellers would see this ad type.
● Mall sellers who would like to be whitelisted can reach out to your account manager.

5. SETTING UP DISPLAY ADS 63

 Setting up Display Ads: Campaign Name

6 Set Campaign Name Seller Tips!

Set a Campaign Name to help you organise

your Display Ads campaigns. Include details
such as the campaign objective for easier
identification. e.g. “Boost Sales, female
perfume collection”
Note:
● The Campaign Name is not editable
after ad submission.

5. SETTING UP DISPLAY ADS 64

 Setting up Display Ads: Set Time Length

7 Set Time Length Seller Tips!

Select campaign Start and End Dates under the

“Time Length” popup:
● Black: available for booking
● Red: few impressions left for booking
7
● Gray: unavailable for booking

There is no max limit to the number of dates you

can select for an ad. It is possible to select a period
that includes a gray unavailable date(s), but the
banner will be taken down on the unavailable
date(s) itself.

Your ad must be created at least 14 days before the

campaign start date, and the earliest you may
create an ad for a certain date is 2 months before.

5. SETTING UP DISPLAY ADS 65

 Setting up Display Ads: Set Budget

8 Set Budget
Seller Tips!

Budget indicates the maximum ad expense (excl.

tax) for your campaign. Once the budget amount
is reached, your ad will stop showing.
8
A minimum budget requirement of S$600
applies. If the time length selected does not have
enough available impressions to meet this
requirement, you will be asked to select more
dates.

Notes:
● Shopee will send a monthly invoice including tax for
payment via email after the campaign concludes.
You may make payment offline by following the
instructions provided in your invoice

5. SETTING UP DISPLAY ADS 66

 Note:
Only for KRCB and CNCB

Setting up Display Ads

Display Ads booking requirements for each local market

Market Min days Ad must be created at least X days before start Ad can be booked maximum Y Min. Budget Required
booked date months ahead*

Singapore 2 days 14 days 2 months SGD $600

Malaysia 1 days 21 days 3 months RM 4,000

Thailand 2 days 10 days 3 months THB 5,000

Taiwan 1 day 14 days 3 months NTD 30,000

Indonesia 2 days 7 days 6 months IDR 20,000,000

Vietnam 2 days 14 days 3 months VND 12,000,000

Philippines 2 days 7 days 6 months PHP 18,000

Brazil 2 days 15 days 6 months R$ 15,000

*Recommend to book with campaigns in mind and avoid last minute cancellations

5. SETTING UP DISPLAY ADS 67

 Setting up Display Ads: Audience

9 Set your preferred Audience for your campaign

Seller Tips!

Custom Targeting delivers ads to your preferred

audience segment, customizable by age, gender
and category interests.

9 Auto Targeting delivers your ad to automatically

selected shoppers with an interest in your shop
or similar shops. Higher CTR is expected.

Broad Targeting displays your ad to a wider

audience on Shopee’s app and website to drive
mass awareness.

Click here to find out more about audience

targeting

5. SETTING UP DISPLAY ADS 68

 Setting up Display Ads

10 Review your estimated impressions, estimated expense (excl. tax), and CPM Seller Tips!

10
Please note that the system will project an
estimated amount of impressions over the
selected time length, budget and audience.
Depending on the actual delivery of
impressions, your actual expenses may be
lower.

If Custom or Auto Targeting is selected, a

premium CPM rate will be applied.

You may access live reporting of the

impressions and expense in Seller Centre or
Brand Portal when the campaign starts.

5. SETTING UP DISPLAY ADS 69

 Setting up Display Ads: Billing Information

11 Select billing company, address and email from the dropdown

Seller Tips!

The billing company, address and email you

select at this step will be used for your
Display Ads invoice.

If your preferred billing company, address or

email is not available for selection from the
dropdown, please update the Billing
Information Form or contact your Account
11 Manager or Customer support. Lead time will
be required for your billing information to be
registered.

5. SETTING UP DISPLAY ADS 70

 Setting up Display Ads: Submit Ad

12 Click Submit to publish your ad

Seller Tips!

Please verify that all details are accurate before

submitting.

12

5. SETTING UP DISPLAY ADS 71

 Setting up Display Ads: Upload Creatives

13 Upload Creatives for Shopee’s approval and select banner landing page
Seller Tips!

● The deadline for you to upload a banner

is 7 days before your campaign start
date. The system will automatically
cancel your campaign if no creative is
13 submitted in time.
● Your banner will be reviewed by Shopee.
For a smooth approval process, please
ensure that your creatives are within
local Design Guidelines.
● You can choose the banner landing page
to be the
● Shop Home Page (default) or
● Product Detail Page or
● SBD (Super Brand Day)/Campaign
Page

5. SETTING UP DISPLAY ADS 72

 Note:
Only for KRCB and CNCB

Setting up Display Ads

Display Ads creative submission deadline

Market Creatives must be uploaded Y days before campaign start date

Singapore 7 days

Malaysia 10 days

Thailand 5 days

Taiwan 7 days

Indonesia 4 days

Vietnam 5 days

Philippines 7 days

Brazil 15 days

5. SETTING UP DISPLAY ADS 73

 Note:
Only for KRCB and CNCB

Setting up Display Ads

Display Ads creative guidelines

Basic Requirements Local Design Guidelines

Mobile App Web Market Link to Guidelines

Singapore Link
Banner
Dimension
Malaysia Link

1200px * 640px 1200px * 360px Thailand Link

Taiwan Link
Accepted
Format JPEG, PNG, JPG
Indonesia Link

Vietnam Link

Maximum Philippines Link

Mobile App: 250KB, PC: 150KB
File Size
Brazil Link

5. SETTING UP DISPLAY ADS 74

6. REVIEW & MODIFY YOUR ADS
SEE HOW YOUR ADS ARE PERFORMING AND USE THIS DATA TO IMPROVE YOUR
ADS

75
 Reviewing Ads Performance

1 View the combined performance of all your CPC ads (i.e Product and Shop) under All Ads

2 Click on the metric(s) to see its time trend chart

Seller Tips!
2
You can select up to 4 metrics to
show on the time trend chart

Notes: Display Ads performance is not combined with other ad types in the All Ads tab. To view Display Ads performance, please go to the Display Ads tab.

6. REVIEW & MODIFY YOUR ADS 76

Reviewing Ads Performance

3 You can edit the time period of the performance data displayed

4 Click Export Data to download your report

Seller Tips!

3 4 Run your ads for at least 2 weeks to

ensure that you have enough data for
data analysis.

Ad performance data is only available

for the past 6 months, so you may
regularly export data if you need
historical data dated more than 6
months ago.

To understand our definition of each

metric, please click here.

6. REVIEW & MODIFY YOUR ADS 77

Reviewing Ads Performance

Under All Ads List section, you can view the performance of individual ads.

5 The Ad Type column tells you if the ad is a Product Ad or Shop Ad campaign

6 Select/unselect any metrics to change the metrics displayed in the table report

6. REVIEW & MODIFY YOUR ADS 78

 Reviewing Ads Performance: Learning Phase for Individual Ads

7 On your Ad Detail page, the yellow

background behind your performance
chart indicates that your ad is
currently in the learning phase

Seller Tips!

7
During this learning phase, you may expect to see
some performance fluctuations as the system is
learning to optimise towards your ROAS Target
value during this period.

To ensure that your ad reaches its optimal

performance, refrain from making any adjustments
to your Ad settings during this learning period.

6. REVIEW & MODIFY YOUR ADS 79

6a. REVIEW & MODIFY YOUR
PRODUCT ADS

80
Reviewing Ads Performance: Product Ad
Learn about how to monitor and change settings for your Product Ads

6a. REVIEW & MODIFY YOUR PRODUCT ADS 81

Reviewing Product Ads Performance via Shopee Ads

1 Click Product Ads to view Product Ads performance

2 You can edit the time duration to define the period of your performance data

3 Click Export Data to download your report Seller Tips!

2 3 Run your ads for at least 2 weeks to

ensure that you have enough data for
1 data analysis.

Ad performance data is only available

for the past 6 months, so you may
regularly export data if you need
historical data dated more than 6
months ago.

To understand our definition of each

metric, please click here.

6a. REVIEW & MODIFY YOUR PRODUCT ADS 82

Reviewing Ads Performance via Shopee Ads

4 Look at the Product Ads List for more details of your ad

performance
● Select/unselect any metrics to change the metrics
displayed in the table report

5 To view and download keyword performance for each ad, click

on that promotion

6 To modify a Product Ad, click on the product promotion in

Product Ads List on the main Product Ads page
4
Seller Tips!
5

You can sort your ads by your metrics in descending or ascending

order. For example, to view ads with highest impressions, click the
sort button to the right of Impression metric.

When you download your keyword performance data for each

product, you would be able to see ad data on user search query level
if you have used Broad Match setting for keywords.

6a. REVIEW & MODIFY YOUR PRODUCT ADS 83

Modifying Product Ads: Budget, Duration and Placement

2
1

1 Click on the pencil icon to edit

Budget, Duration, and Placement while ad is
ongoing

2 Click on the respective action

buttons to pause, stop the ad
or delete the ad

6a. REVIEW & MODIFY YOUR PRODUCT ADS 84

Modifying Product Ads Performance: ROAS Target

1 Click on ROAS Target

2 2 Click on the ROAS Target you would like

to change to or customise your own
ROAS Target

6a. REVIEW & MODIFY YOUR PRODUCT ADS 85

 Modifying Product Ads Performance: Enhanced Bid Price

1 Click on Bidding Strategy Advanced Settings

1
2 Click on the toggle to turn off/on Enhanced Bid
Price* setting for your manually selected
keywords.

2 Seller Tips!

Enhanced Bid Price will automatically increase your

manual bids by up to 100% for ad clicks that are more
likely to generate sales, and decrease your manual
bids by 50% for ad clicks that are less likely to
generate sales.

As such, Shopee can help to improve your ad's Return

on Advertising Spend (ROAS) without significantly
increasing your ads expense. Click here for more
*This feature is currently unavailable in Mexico. information.

6a. REVIEW & MODIFY YOUR PRODUCT ADS 86

Modifying Product Ads Performance: Keywords

1 1 Click on + Add Keywords

Type the keyword you're looking for into the

2 2 search bar and press enter
3
4 3 Click + Add to add keywords into your bidding list

Click + Add All Recommended Keywords if you

4
would like to add in all recommended keywords at
once

5 Click Confirm to add selected keywords

5

6a. REVIEW & MODIFY YOUR PRODUCT ADS 87

Modifying Product Ads Performance: Keywords

To mass edit your keywords settings,

1 2

1 Tick all or respective keywords

Click on the various settings (Edit Bid Price,

2 Edit Match Type or Delete) to modify your
selected keywords

6a. REVIEW & MODIFY YOUR PRODUCT ADS 88

Modifying Product Ads Performance: Discovery Location Settings

2
1 Click on Discovery Location Settings
3
1 Toggle on/off each discovery location
2
setting

3 Click confirm

6a. REVIEW & MODIFY YOUR PRODUCT ADS 89

Modifying Product Ads Performance: Audience Targeting

1 If you would like to change from Auto

Targeting to Custom Targeting, you can
modify it in three simple steps:

2 1 Click + Add Custom Audience

Group

2 Fill up your Custom Audience Settings

3 Click Confirm

6a. REVIEW & MODIFY YOUR PRODUCT ADS 90

Modifying Product Ads Performance: Audience Targeting

If you have existing Audience Targeting

settings, you can modify it in two simple
steps:

1 Click on Edit to edit Group Name,

1 Age, Gender, Buyer Type

2
Click on Disable to change audience
2 setting into Auto Targeting

6a. REVIEW & MODIFY YOUR PRODUCT ADS 91

Modifying Product Ads Performance: Premium Rate

1 Click on pencil icon to edit

premium rate

2 Edit your Premium rate amount

1

3 Click Confirm
2

6a. REVIEW & MODIFY YOUR PRODUCT ADS 92

6b. REVIEW & MODIFY YOUR
SHOP ADS

93
Reviewing Ads Performance: Shop Ad
Learn about how to monitor and change settings for your Shop Ads

6b. REVIEW & MODIFY YOUR SHOP ADS 94

Reviewing Shop Ads Performance via Shopee Ads

1 Click Shop Ads to view Shop Ads performance

2 You can edit the time duration to define the period of your performance data

3 Click Export Data to download your report Seller Tips!

2 3 Run your ads for at least 2 weeks to

ensure that you have enough data for
1 data analysis.

Ad performance data is only available

for the past 6 months, so you may
regularly export data if you need
historical data dated more than 6
months ago.

To understand our definition of each

metric, please click here.

6b. REVIEW & MODIFY YOUR SHOP ADS 95

Reviewing Shop Ads Performance via Shopee Ads

4 Look at Shop Ads List for more details of your ad performance

● Select/unselect any metrics to change the metrics
displayed in the table report

5 To view and download keyword performance for each ad, click

on that ad

6 To modify a Shop Ad, click on the shop promotion in Shop

Ads List on the main Shop Ads page

4
Seller Tips!

5 You can sort your ads by your metrics in descending or ascending

order. For example, to view ads with highest impressions, click the
sort button to the right of Impression metric.

When you download your keyword performance data for each

product, you would be able to see ad data on search query level if
you have used Broad Match setting for keywords.

6b. REVIEW & MODIFY YOUR SHOP ADS 96

Modifying Shop Ads Performance: Budget, Duration and Placement

1 2

1 Click on the pencil icon to edit

Budget and Duration

2 Click on the respective action

button to pause, stop the ad
or delete the ad

6b. REVIEW & MODIFY YOUR SHOP ADS 97

Modifying Shop Ads Performance: ROAS Target

1
1 Click on ROAS Target

2 Click on the ROAS Target you

would like to change to or
customise your own ROAS
2 Target (this is only available
under Auto Bidding)

6b. REVIEW & MODIFY YOUR SHOP ADS 98

Modifying Shop Ads Performance: Keywords

1 Click on + Add Keywords

1
Type the keyword you're looking for into the
2 search bar and press enter

2 3 Click + Add to add keywords into your bidding list

3
4 Click + Add All Recommended Keywords if you
4
would like to add in all recommended keywords at
once

5 Click Confirm to add selected keywords

6b. REVIEW & MODIFY YOUR SHOP ADS 99

Modifying Shop Ads Performance: Keywords

To mass edit your keywords settings,

1 2

1 Tick all or respective keywords

Click on the various settings (Edit Bid Price,

2 Edit Match Type or Delete) to modify your
selected keywords

6b. REVIEW & MODIFY YOUR SHOP ADS 100

 Modifying Shop Ads Performance: Creatives

1 Click Edit Creatives to edit ad image or tagline

Seller Tips!

To read more on modifying your Shop

Ads* for success, please click here.

* Shop Ads is currently unavailable in Mexico.

6b. REVIEW & MODIFY YOUR SHOP ADS 101

6c. REVIEW & MODIFY YOUR
DISPLAY ADS

102
Reviewing Ads Performance: Display Ad
Learn about how to monitor and change settings for your Display Ads

6c. REVIEW & MODIFY YOUR DISPLAY ADS 103

Reviewing Display Ads Performance via Shopee Ads

1 Click Display Ads to view Shop Ads performance

2 You can edit the time duration to define the period of your performance data

3 Click Export Data to download your report Seller Tips!

2 3 Run your ads for at least 2 weeks to

ensure that you have enough data for
1 data analysis.

Ad performance data is only available

for the past 6 months, so you may
regularly export data if you need
historical data dated more than 6
months ago.

To understand our definition of each

metric, please click here.

6c. REVIEW & MODIFY YOUR DISPLAY ADS 104

Reviewing Display Ads Performance via Shopee Ads

4 Look at Display Ads List for more details of your ad

performance

5 To view Display Ads performance for each campaign,

click on that campaign

Seller Tips!

5 You can sort your ads by your metrics in descending or

ascending order. For example, to view ads with highest
impressions, click the sort button to the right of Impression
metric.

6c. REVIEW & MODIFY YOUR DISPLAY ADS 105

 Reviewing Display Ads Performance via Shopee Ads

To modify a Display Ad, click on the ad in Display Ads List on the main Display Ads page

6 To adjust budget, time length or billing details, click Edit Ad

Seller Tips!

7 To cancel the ad, click Cancel

The deadline to edit or cancel your ad is

14 days before the campaign start date. If
you change your budget or time length,
the forecasts for your impressions &
7 6 expense, as well as your CPM rate may
also change. This change will be notified
to you at the edit page.

6c. REVIEW & MODIFY YOUR DISPLAY ADS 106

7. TOP UP & BILLING
PAY FOR YOUR ADS BY TOPPING UP AND REVIEWING YOUR COST AFTERWARDS

107
Topping Up Your Ads Account

2
This shows how much money (Ads Credit)
1 you have in your Ads account
1
2 To top up your account, click Top Up

Seller Tips!

From your Top Up tab, you’ll be able to purchase

Ads Credit required to run your ads.

Your ads credit will be used to pay for Search,

Discovery and Boost Ads. However, it cannot be
used to pay for Display Ads. Instructions for
payment will be provided separately in the Display
Ads invoices emailed to you monthly.

7. TOP UP & BILLING 108

Topping Up Your Ads Account
3 Select the desired top up amount

Click Enter Amount if you prefer to customise your top

4
up amount

3 5 Apply discount voucher, if any and follow through the

checkout process

Seller Tips!
3
Please note that ads credit packages have an expiry date. If you
prefer to purchase ads credit without an expiry date, select a
non-package amount. Shopee system will deduct ads credit in this
sequence:
i. Ads credit with expiry date (starting with earliest
expiry date)
4 ii. Free ads credit without expiry date
5 iii. Paid ads credit without expiry date

For more details on the payment channels when topping up via

Shopee Ads on browser vs. on app, please click here.

7. TOP UP & BILLING 109

 Topping Up Your Ads Account Automatically

1 Toggle on to set up Auto Top-Up*

1

Seller Tips!

Auto Top-Up allows you to automatically transfer money

from your Seller Wallet to your Ads Credit balance, when
3 the latter drops to a minimum threshold.

To find out more about how to turn on Auto Top-Up,

please click here.

* Please note that Auto Top-Up for Mexico is currently only available to
selected cross-border sellers.

7. TOP UP & BILLING 110

Checking Your Billing Records

2 4 2 You can edit your ad billing period

3

3 You can separate the type of transactions

4 Click Export Data to download billing report

7. TOP UP & BILLING 111

8. FAQ

112
 Topping Up Your Shopee Ads Account

1. How long does it take to reflect my new balance? 6. Is this an e-wallet for me to purchase other items on Shopee?
You should see your new balance within 30 minutes. Do No, this is credit that can only be used for bidding on Ads on the
drop an email to support@shopee.sg if this does not Shopee platform.
occur.
7. Can I buy ads credit as a gift for someone else?
2. How do I check my balance? Unfortunately, no. However, you can consider getting them
You will be able to view your balance from Seller Centre > something else from our platform as a gift!
Marketing Centre > Shopee Ads.
8. Will my ads credit expire after a period of time?
3. How do I set auto top-up*? All free or paid ads credit may have an expiry date. Please go to
You can set auto top-up for your ads credit. Click here for "Transaction History" on Shopee Ads in Seller Centre to check your
more details. ads credit's expiry date.

4. What type of credit cards are allowed? 9. Will ads credit that expires be deducted first?
Currently, we only accept credit cards from local banks. Yes, our system will deduct ads credit in the following sequence: (i)
ads credit with an expiry date, starting from the earliest expiry date
5. Can I get a refund? (Note: free ads credit will be deducted first if it has the same expiry
Ads credit cannot be refunded after purchase as stated date as paid ads credit), (ii) free ads credit without expiry date and
here in our T&Cs. (iii) lastly paid ads credit without expiry date.

* Please note that Auto Top-Up for Mexico is currently only available to selected cross-border sellers.

8. FAQ 113
 Shopee Ads

1. How will I be charged for Shopee Ads?

You will be charged only shoppers click on your ads. The cost-per-click model applies to Search Ads, Discovery Ads and Boost Ads*.

2. What happens if my ad receives multiple clicks from the same user?

To protect sellers, Shopee detects invalid clicks which you will not be charged for.

Shopee's system identifies suspicious click patterns and invalidates them. This reduces your risk from clicks from users or clicking
tools that intend to increase your advertising cost without genuine interest in your ad.

If we find that invalid clicks have escaped automatic detection, you will receive a credit refund for those clicks.

3. How is cost-per-click calculated?

Your bid price is the maximum possible amount you will be charged per click. Shopee ads auction system calculates the minimum
amount required for your ad placement. You’re often charged less than your bid price.

*Boost Ads and Shop Search Ads are currently unavailable in Mexico,

7. TOP UP & BILLING 114

 Product and Shop Ads
1. How do I check if my ads are showing to shoppers?
You can manually check if your Product and Shop Ads
display on the search results page by checking keywords
you’ve bid for using the search bar. However, you should
not click on your ad to avoid being charged unnecessarily.
2. How many keywords can I bid for in Product/Shop Ads?
You can bid for a maximum of 200 keywords per Product
Ad.
3. Why should I use Shop Ads*?
Shop Ads allow you to put your brand in the spotlight.
When shoppers search for keywords relevant to your shop,
they will see your Shop Ad at the top showcasing your shop
name, ad picture and tagline. The association between your
shop and keyword will drive buyers to remember your shop
when they are searching for products.
* Shop Ads are currently unavailable in Mexico,
7. TOP UP & BILLING
4. I am already using Product Ads to advertise my products. Should
I use Shop Ads to advertise my shop?
Yes! It is possible to have both your Search Ad showing your
advertised shop and advertised product on the same keyword
query. We advise using both Product and Shop Ad to advertise
your shop and products if you want maximum exposure for your
shop and listings.
5. Will non-Mall and non-Preferred sellers be able to use Shop Ads
to advertise their shops?
Yes, selected sellers with good track record in sales and shop
ratings will be able to use Shop Ads to promote their shops! When
you are eligible to use Shop Ads, you will be sent a notification.
115
 Display Ads
1. Where will my Display Ads appear?
Your Display Ads will appear on the Homepage banner carousel at
the top of Homepage, in either slot #3, #10 or #11.
2. How many landing pages can I link to my banner? Can I link to my
shop pages from other countries?
Each banner will only have 1 landing page. If you have stores in
multiple countries, please use the local Seller Centre to book a
Display Ad for each specific market store.
3. How will my budget be split across the dates I want to run my
ads?
Your budget will be proportionately split across each day of the
selected ad duration. If certain dates within your ad duration are
forecasted to have more impressions (such as campaign days),
Shopee will allocate more budget towards those dates.
*Note:
● This feature is still in beta mode, and only available to selected sellers.
● Display Ads are currently unavailable in Mexico,
7. TOP UP & BILLING
4. Is it possible for me to be invoiced for a higher amount than my
budget?
Shopee will ensure that you will never be charged more than the
budget you have committed for the campaign. On the contrary, if a
lower amount of impressions than forecasted is delivered, we will
only charge for what was delivered, following our fixed CPM rates
communicated.
5. When will I receive my invoice for Display Ads?
Shopee will email you your Display Ads invoice at the beginning of
every month. If your ad duration extends across multiple months,
you will get 1 invoice for each month.
6. When can I know that my Display Ads reservation has been
confirmed?
Your slot reservation is confirmed as soon as you successfully
create your Display Ads. However, Shopee reserves the right to edit
or cancel your ad at our discretion, such as when you do not
submit appropriate creatives.
116
 Thank you
Learn more about best practices for advertising in
Shopee below:

https://ads.shopee.sg

117