(EXT) LSS Masterclass Primary Deck - Nov 29 2022

Masterclass
Primary Series
N ovember 29, 2022
Topi
csOverview of Lazada Sponsored
1.
Solutions
2. Consumer Insights
3. On-site Lazada Sponsored Solutions
a. Sponsored Discovery
b. New Product Launcher
c. Sponsored Display
4. Off-site Lazada Sponsored Solutions
a. Sponsored Affiliate
b. Sponsored Media
5.Exam Guidelines
/ Overview of Lazada Sponsored Solutions
HOW TO REACH THE RIGHT SHOPPERS AT

THE
RIGHT TIME?
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Full-Funnel Solution To Help You Achieve Multiple Marketing

Objectives
METRIC SOLUTIONS
S
AWARENESS
Impressions, impression share, Sponsored Display, Sponsored
M ake all Lazad a shoppers
branded searches, item page Discovery, Sponsored Affiliate,
aware of your brand /items
views Sponsored M edia
CONSIDERATION Clicks, click-through-rate, page Automated Bidding

Drive engagement to your views, Display Targeting
produc ts wishlist visitors, ad d to c a rts
PURCHASE
Conversions, conversion rate, Store Visitors
Drive people to
units sold, average order value, Display
buy
ROAS Remarketing
your products
RE-PURCHASE
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DIRECT TO SALE
ATTRIBUTION
Store Centric Campaign

Management Helps You Make Data
Driven Decisions
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Sponsored Solutions: Onsite
Traffic
Sponsored Discovery (SD) New Product

Sponsored
Sponsored Sponsored Launcher (NPL)
Display
Search Products All SD inventory +
M y O rders (To Review, In-app
Search Results Homepage Product Detail Page To Receive) Premium
Coins placements
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Sponsored Solutions: Offsite
Traffic
Sponsored
Sponsored
Affiliate
Media
(SA)
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Sponsored Solutions Allow Sellers To Target Valuable Lazada

Shoppers
16M+ 49%
Searches on Lazada Users who search
Daily end up purchasing an
item
13% 6/10
O f buyers purchased Customers purchased items they
items from PDP saw on Search, PDP
Recommendations & For You Recommendations & For You
2-4x
Mo re visitors and sales, among
stores using Sponsored
Data from December 2021, taken using Lazada Internal
Solutions Tools
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Topi
1.
Solutions
b. Sponsored Media
5.Exam Guidelines
Economy grows Inflation rises
by
7.6 in Q3
7.7
to
in Oct
% 2022
% 2022
Unemployment rate decreased

to
5.0%
in Sep 2022
(vs 5.3% in
Aug)
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ECONOMIC GROWTH IS DRIVEN BY HOUSEHOLD CONSUMPTION AS EASED
MOBILITY
RESTRICTIONS HELPS COMPANIES RECOVER FROM NET LOSSES IN 2021
Household Consumption
8% Growth in Q3 2022
against Y A
P17 billion P27 billion
Household consumption continues to
revenue in Q3 2022 net revenue for Q1-Q3
be the main contributor to G DP 419% increase from 2022 78% increase from
growth.
YA YA
Top Contributors to HFCE

Growth
Restaurants &
Hotels
▲ 38%
P8 billion P164
Transport ▲ 21% net income for Q1-Q3
2022 64% increase from billion
YA revenue for H1 2022
18% increase from
YA
Source:
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INFLATION IS INCREASING ACROSS ALL ESSENTIALS, SUCH AS FOOD,
HOUSING,
AND WATER
Inflation Annual Growth Rate Jul'22 Aug'22 Sep'22 Oct'22
Inflation Rate in the
9.0 Philippines 7. Food and Non-Alcoholic Beverages 6.9 6.3 7.4 9.4
8.0 Food 7.1 6.5 7.7 9.8
7.0 6. 6. 6.
6.
9
7
5. 1 4 3 Bread and Cereals 4.5 4.9 9.0 9.8
6.0 4. 4 Rice 2.1 2.2 2.4 2.5
5.0 4.0 9
4.0 3.0 Corn 27.6 26.1 26.2 27.4
3.0
Meat 9.9 9.6 9.0 11.5
2.0
1. Fish and Other Seafood 9.2 7.2 9.1 9.4
0
Milk, Cheese, and Eggs 4.5 6.5 7.6 8.7
0.0 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22
Oils and Fats 18.4 19.6 20.1 20.4
Fruit 3.6 3.9 3.8 4.9
Vegetables 5.6 -2.7 3.5 16
Sugar, Confectionery, and Desserts 17.6 26.0 30.2 34.4

Alcoholic Beverages and Tobacco 8.5 9.3 9.8 10.4
Housing, water, electricity, gas
5.7 6.8 7.3 7.4
and other fuels
O nions co st 600-650 /kg now…
Source:
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UU RRR Manila Times,
CCC AAA M
M Facebook
M PPP AAA III GGG NNN Post
LLL STRIC TLY C ONFIDENT
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CONSUMERS FEEL STINGING INFLATION ALL OVER THE
PH
Inflation rate across regions, Oct ‘22
7.7% Oct 2022

NCR
6.9% Sep 2022
AONCR 7.6% Oct 2022

Areas outside
NCR 7.0% Sep 2022
Davao region posted the highest

inflation rate at 9.8%
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Source: U RRR Rappler
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INFLATIO
N
INFLATION CONCERNS STILL PREVALENT ACROSS SEA
REGION
Source: STRIC TLY C ONFIDENT

Google IAL
INFLATION
IN PH, “COMPARE” AND VALUE-RELATED SEARCH TERMS INCREASED,
SUGGESTING THAT PINOY SHOPPERS ARE LOOKING FOR WAYS TO
SAVE

Google IAL
INFLATION
IN PH, “COMPARE” AND VALUE-RELATED SEARCH TERMS INCREASED,
SUGGESTING THAT PINOY SHOPPERS ARE LOOKING FOR WAYS TO
SAVE

Google IAL
INFLATION
WITH FREE DELIVERY AND DISCOUNTS HELPING TO DRIVE PURCHASES
AS THESE MATTER MOST TO PINOY SHOPPERS

Google IAL
INFLATIO
N
MANUFACTURERS AND CONSUMERS IMPLEMENT DIFFERENT
STRATEGIES
(SHRINK/SKIMP) TO HELP COPE WITH THE CONTINUED RISE IN PRICES
Relevant timestamps:
Shrinkflation intro: 0:00 –
1:00
Shrinkflation consumer
impact: 1:50 – 2:20
Source:
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OOUPBS,
UU RRR Inquirer
CCC AAA M
M|MVideo
PPP AAA IILink: https://www.youtube.com/watch?v=pldMZLL_HZk
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NN LLL STRIC TLY C ONFIDENT
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INFLATIO
N
MANUFACTURERS AND CONSUMERS IMPLEMENT DIFFERENT
STRATEGIES
(SHRINK/SKIMP) TO HELP COPE WITH THE CONTINUED RISE IN PRICES
It’s true that garlic and

Last month, I was still able to fill you to onion are really
the brim, why can’t I do it anymore? And expensive these days
you got even more expensive.
Source:
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U RRR CCC AAAPosts,
M
MM PPP Twitter
AAA III GGG NNN LLL STRIC TLY C ONFIDENT
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INFLATIO
BUT
N THERE
IS NO ONE SOLUTION TO TACKLING INFLATION, IMPORTANT
TO UNDERSTAND C ATEGORY-LEVEL NUANCES
Source:
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U RRR CCC AAA M
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INFLATIO
SIMILARLY,
N PINOY SHOPPERS CONTINUE TO ADAPT TO
INFLATION CHALLENGES AS THE MAJORITY REMAIN
CONSTRAINED
Highest represented
Consumer segments in PH:
STRUGGLERS (23%)
REBOUNDERS (57%)
CAUTIOUS (18%)
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Source: Nielsen
Y O U RY (PHOConsumer
O U RY UR C AM Segment
P A I G Numbers Surveyed in Q2 STRIC TLY C ONFIDENT
2022)
NC A M P A I G NC A M P A I G N L O G IAL
OL O G OL O G O H E R EH E R EH E R
INFLATIO
STRUGGLERS:
N WILL CONTINUE TO BE PRAGMATIC AND BE LESS LOYAL
TO
BRAND
S I always buy the cheapest brands such as
Birch Tree for milk and 555 for sardines.
For pancit canton, I still buy Lucky Me
because my kids like them but I just reduce
the amount I buy to fit my budget.
Source: Nielsen
2022)
INFLATION
REBOUNDERS: ARE MORE CAPABLE OF BALANCING PRICE AND
QUALITY AND THEY WILL MAINTAIN LOYALTY TO AFFORDABLE
BRANDS
Most of the time, I go back to the brand that I

always buy because I’m sure with them.
Source: Nielsen
2022)
INFLATION
CAUTIOUS: WILL CHOOSE QUALITY OVER PRICE AND ARE MORE
WILLING TO UPSIZE THEIR PURCHASES
Source: Nielsen
2022)
MOST CONSUMERS WILL BE HAWK-EYED WITH
THEIR
FINANCES GOING INTO 2023
3 out of 4
Filipinos think that the
economy is either
already in recession
7 out of 10
or will enter a Filipinos are building
recession by end of up savings due to
2023 fears of a recession
Over the next 3 months, more Filipinos plan to decrease

discretionary spending, avoid large purchases (cars,
appliances), and minimize retail shopping (clothing,
electronics).
Source:
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UU RRR CCC AAA Q3
MM 2022
M PPP AAA Consumer
III GGG NNN LLLPulse, Business World, Inquirer STRIC TLY C ONFIDENT
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US FACES THE RISK OF A RECESSION IN 2023, WHICH MIGHT CAUSE
AN ECONOMIC SLOWDOWN FOR PH
Slower global growth will likely weigh on PH

domestic growth by way of weaker trade and
remitta nces, but PH’s relative independence from
external demand means it won’t be as affected
by the US recession as more export-oriented
economies like Singapore and Malaysia.
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Source:
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UU RRR CCC AA
AMMM PPP AAAING
III GGGBank, Philstar, CNBC, Reuters
NNN LLL STRIC TLY C ONFIDENT
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DESPITE INFLATION, THE FUTURE OF THE PH DIGITAL ECONOMY IS
STILL
BRIGHT, WITH E-COMMERCE TO GROW STEADILY
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Source:
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U RRR CCC AAA SEA
MM PPP2022
M AAA III Report
GGG NNN LLL STRIC TLY C ONFIDENT
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Summary
SOLID ECONOMIC INFLATIONARY THE GO-TO FOR

GROWTH PRESSURES VALUE
With a 7.6% growth in GDP for In Oct’22, the inflation rate E-commerce will continue to be the
Q 3’22, the Philippine economy is reached a 14-year-high of 7.7%, channel that offers the best
on track to reach 2022 growth constricting consumers’ wallets. discounts and promos for retail
projections. Unemployment More price- conscious consumers shopping. Leveraging on these will
dipped to its lowest level in plan to decrease discretionary be crucial in sustaining our
almost three years at 5%, spending in favor of saving due demand especially as shoppers
signaling strong economic to fears of a recession. tighten their budgets due to
recovery. inflationary pressure.
Leverage eased mobility

restrictions by capitalizing on
the following shopping
occasions:
• Travel, dining
• Back-to-school, return-to-
office
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Topi
1.
Solutions
b. Sponsored Media
5.Exam Guidelines
/ On- site Lazada Sponsored Solutions > Sponsored
Discovery
Traffic

Sponsored
Display
Coins placements
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Sponsored Discovery
Discovery
Overview
You can boost your products’

performance on high-traffic
and highly personalized
channels
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Drive Incremental Traffic and
Discovery
Sales
Promote items on Search, For You, and

Product Recommendations pages
Pay for Results

Platform-wide visibility O ptimize towards your business objectives,
Get more visibility with Lazada’s Shoppers and pa y only when your products are
clicked
Integrated C ampaign Delivery High Intent Audience Targeting

Integrated campaign delivery and Target high-intent shoppers with search
management system to provide the keywords & audience targeting
best results across Lazada Placements features
Smart Campaign Management Data Transparency

Automated product & keyword
Detailed performance reports across
selection features, optimizing towards
your promoted products and
real trends a nd results
placements
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Accessing Sponsored
Discovery
Discovery
2a
1. Inside Seller C enter, navigate

2b to Marketing C enter >
1 Sponsored Solutions
2a. C lick on Sponsored
Discovery on
the top tool bar
2b. C lick on Sponsored Discovery,
New C ampaign/Management
button
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Campaign Setup: Creating a New
Discovery
Campaign
To c reate a new
c a mpaign,
1a. O n O verview Page, c lick New Campaign

1 1b. Navigate to Sponsored Discovery, and click
a on
Campaign > Create New Campaign
1
b
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Discovery
Campaign
1. Enter your preferred Campaign Name

2. Under Campaign Objec tive, selec t between Traffic and Sales
objective.
3. Keep the default option on Placements – Select All Placements
4. Under Campaign Type, choose Automated to optimize bids
automatically
5. Edit campaign budget and schedule.
• Increase daily budget x2 during Double Digit/Payday/Mega
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Discovery
Campaign
Should you pick automated or standard

campaign?
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Discovery
Campaign
Should you pick automated or standard

campaign?
You c a n modify how much you want to bid on

a per product and per keyword level. You can
set the maximum amount you want to pay per
click.
Tip: If you are a new seller with no historical sales, you

can select Traffic objective with Automated type to
drive more clicks & switch to sales objective later.
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Discovery
Campaign
Automated Product Selection

1. Optimizes by choosing products expected to perform well
based on real-time data.
2. You may blacklist products from this section you do not want
to include.
Standard Product Selection

1. Control the products selected for your campaigns
2. You may also check these filters to help you during your
product selection
• Top Searched Products, Top Selling Products,

Trending Products
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Discovery
Campaign
Enable Automated Creatives Improvements
• Ensure to have more than one photo in your PDPs. The

system will optimize towards the best performing
creative am ong the product image set.
Final Step: Review Your Campaign Settings
• If you would like to change a setting, simply press the

“Back” button at the bottom
• Ch e ck the Estimated Daily Clicks you c a n potentially

get for running the campaign. This is calculated based
on the inputted budget and duration of the c ampaign.
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Topping up Sponsored Solutions
Discovery
Wallet
Ensure that Sponsored Discovery and NPL campaigns don’t pause by ensuring that your wallet always has sufficient
balance.
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Topping up Sponsored Solutions
Discovery
Wallet
Weekly Sponsored Discovery Wallet Top up Calculation
An easy way for you to c a lculate your Sponsored

Discovery Wallet Top up for one (1) week is to add
the total amount of your Campaign Daily Budgets
then multiply by seven (7) days.
SUM of Top up Amount for

C ampaign × 7 Days = 1 Week
Daily Budgets
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Discovery
Recommended Sponsored Discovery Set up for
12.12
TEASING DDAY
December 5 to 10 December December 12 to
11 14
Objective Drive Add to Prepare for M aximize Sales and

Cart Che c kout ROI
 Keep both Traffic and

 Create and A c tivate Sales
 C reate and A c tivate Sales objective cam paign
Objective Campaign
Recommended Traffic Objective enabled
(automatic campaign type)
C a mpa ign Settings Campaign
 Retain the Increased
 Set budget higher than  Keep Traffic objective budget. M onitor budget
BAU days (ex. Increase cam paign enabled and wallet balance to
your Campaign Daily ensure cam paign will not
Budget from PHP 200  be paused
Increase budget to 2-
BAU to PHP 500 during 3x Teasing Budget
Teasing)
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Discovery
12.12 Mega Sales Accelerator
Campaign
 Promote all your 12.12
campaign products
in one campaign
 Automatically apply all

Sponsored Discovery
campaign best
settings
 Receive optimized
budget suggestions
to give you the best
sales results
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Discovery
CASE STUDY: Sonifer gets 200k+ more

impressions
About the Seller
Sonifer is a Small Appliances seller, featuring different branded items at reasonable
prices.
Objective
The Sonifer team wanted to create a Sponsored Discovery campaign that would
automatically align with the best practice recommendations. They opted into the
Mega Sales Accelerator, which would create a campaign for them following
Lazada’s recommendations lasting the total teasing-dday campaign period.
Results
By opting into the Mega Sales Accelerator, Sonifer was able to secure 200k+
more impressions, 200+ more units sold while maintaining an ROI of 5x.
5x 200+ 200k+
ROI more units more impressions
sold
Data taken using Lazada Internal Tools, capturing November 4-13,

2022
Y O UR C AM PA IG N LO G O HE STRIC TLY C ONFIDENT
RE IAL
/ On- site Lazada Sponsored Solutions > New Product
Launcher
Traffic

Sponsored
Display
Coins placements
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Onsite Traffic : New Product
Launcher
Launcher
Sellers can boost their

products’ performance on
high-traffic and highly
personalized channels
NPL is a cost-per-click solution that helps sellers
gain traffic and orders fast for their new
products in Lazada.
What is considered a new product?

 Any product that is first listed within the
last
90 days
 A product that is not re-enabled
N ew Sellers Sellers with
after deactivation/ deletion
N ew
Products
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Where do New Product Launcher Placements
Launcher
Appear?
Search Results For You Page PDP Page To Review
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Accessing
Launcher
NPL
STEP 1
1 After logging in to Seller
a Center
a) Click on Marketing Center
to expand the menu
1
1
b b) Under Marketing Center
c
select
Sponsored Solutions
c) C lick New Campaign or

Management on New
Product Launcher section
Note: If you have not ran any Sponsored Solutions before, please
accept the Sponsored Solutions Terms and Conditions to proceed.
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Campaign Setup: NPL Campaign
Launcher
Modes
Mode Auto Mode Test Mode Incubate Mode
Automates the selection of high
quality new products and efficiently bids Help new products quickly gain traffic Help new products gain more orders at
Objective
to gain more traffic and sales for and exposure. efficient costs.
each product.
Content Score > Above Average, Free

Product Eligibility Shipping Enabled <= 90 days <=90 days
<= 90 days
Product Selection Automated Manually by sellers Manually by sellers
Duration: Minimum 30 days to No End Duration: Minimum 30 days to No End

Duration: 30 days fixed
Date Date
Campaign Set-up Bid Strategy: Automated
Bid Strategy: Automated Bid Strategy: Automated
Keywords: Automated
Keywords: Automated Keywords: Automated
Audiences: Automated
Audiences: Automated Audiences: Automated
Set at campaign level Minimum
Budget
daily budget applies
Placements Coins, My Orders To Receive and To Review, Search Page, PDP Page, For You Page
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Campaign
Launcher
Setup STEP 2
Select up to 10 new products from the past
90 days
a) You may select products and organize

c a mpaigns based on the c ategories,
launch dates, and even colors, if you
would like to manage your budget based
on the lever that works for you. You may
find this lever from your hypothesis, past
cam paigns, and understanding of your
customers.
b) To show up to a s many shoppers as

possible and improve conversion rates,
you may find the product score for the
products eligible for the campaign and
Tip: Prioritize the new products with excellent product
find out tips for improving the score on
score.
the icon next to the score.
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Campaign
Launcher
Setup
STEP 3
Select campaign duration
This determines how long you want your
campaign to run. O nce the end date is rea c hed,
your campaign will automatically be paused.
a) Set your c a mpaigns for a minimum of 30 days

to show up in front of interested shoppers for
your new products whenever there are
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Campaign
Launcher
Setup STEP 4
Set campaign’s daily budget
The minimum budget starts at PHP 50.

Budget refers to the maximum amount you're willing to pay daily.
We will bid automatically to maximize sales within your budget. If a) Click on the edit button to edit the daily
you need inspiration, you may refer to our recommended minimum
daily budget, derived from aggregated historical campaign
budget.
performance data.
Lazada will automatically bid on your behalf
Your New Product Launcher spending will be deducted from
your voucher balance if there are active vouchers in your to maximize sales within your budget. You
Sponsored Solution A c c ount Balance. will be charged based on the clicks delivered
and the total spending should not exceed
4a the total budget derived from the daily
budget and cam paign duration.
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Campaign
Launcher
Setup
STEP 5
Add your campaign name
You may add any cam paign name to help you

view its performance at a glance. We
recom mend following the same naming format
for the other new c a mpaigns that you may
create for ease of analysis.
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Campaign
Launcher
Setup
STEP 6
Enable smart template
Smart templates promote the attractive

selling points based on the system’s
prediction to enhance your click-through
rates. You may find the example on the left.
Examples of smart
templates
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6
MID-SESSION
CHECKPOINT
1/ Take 5-minute water/ restroom break
2/ Have any questions? please feel free to
approach us!
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Display
Traffic

Sponsored
Display
Coins placements
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Sponsored Display: Overview &
Display
Benefits
Visibility On Lazada, Ensure Your Brand

According To Your Is Always Top-of-
Needs mind
We offer packages with various placement Remind your followers and our shoppers of
levels. M aximize brand impressions and drive in- your presence. Take advantage of the traffic
app engagement with your Lazada landing and awareness of Add to Cart. Add to Life.
page.
Capture A Access To Premium Assets

Broad (Onsite, CRM, Social
Audience Media)
Leverage on Lazada’s fast-growing number Tap customers where it matters, get your
of money’s
active users. worth with DEDICATED placements.
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Two Types of Display
Display
Packages
MEGA CAMPAIGN BUSINESS-AS-USUAL (BAU)

• Be one of select highlight brands to be given • Own certain assets on a specific day/time
premium visibility during a Mega C a mpaign period
• Expect traffic and visits uplift to be directed • Stand out from your competitors with your own
to your store dedicated campaign to highlight exclusive
offers, product and/or grand launches
• Get premium visibility during our biggest
shopping • Leverage on brand-dedicated placements to
festivals drive awareness even on non-campaign days
• Leverage on expected uplift in our active

users
• Maximize your sales potential and increase

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Sponsored Display Packages:
Display
Assets
BE SEEN WHERE IT MATTERS
Capture your target audience and potential buyers, wherever they are in the
platform, with premium display assets included in your Lazada Sponsored Display
package.
HOMEPAGE
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Lazada Campaign
Display
Calendar
*Dates are still tentative and are subject to c hange. ***BAU campaign durations will exclude the Double Digit D-days.
**6.6 / 7.7 Campaign is tentative, depending on MidYear ****Double Digit D-days are normally 5 days, starting from the Double Digit day (i.e. 2.2 first d-day is Feb
schedule. 2).
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MEGA
Display
Display
LAZADA GOES BIG FOR OUR MEGA CAMPAIGNS
Take advantage of the uplift in traffic resulting from our engagement and investment in multiple channels,
from offline to online, to ensure full funnel communication
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MEGA
Display
Display
BE ONE OF SELECT HIGHLIGHT BRANDS TO ENJOY
PREMIUM VISIBILITY DURING TEASING
SPLASHSCREEN HOMEPAGE LAZMALL CRM

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Display
MEGA Display
DRIVING RESULTS FOR BRANDS WHO PARTNER WITH
Brands who leverage our Mega Campaign packages experience a performance uplift across key
US
metrics offline to online, to ensure full funnel communication
+636
+605
+554 %
%
%
UpliftC ompariso
n of Partner +331
Brands
%
WithOur Mega
Packagevs.
Without
PDPPV Buyer Order GMV

s s
*Performancefrom 11.11.20Mega campaign (Platinum&Gold). PDP PV, Buyers,
Orders, Brand GMVuplift are based on package partners performancevs Me nt i c ode : 7 2 6 0 8 8 8
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BAU
Display
Display
STAND OUT WITH YOUR OWN BRAND
CAMPAIGN
HOMEPAGE LAZMALL MCP SOCIALS

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BAU: Campaign
Display
Eligibility
ELIGIBLE RATES DON’T APPLY TO:
Brand C a mpaigns G rand Launches Product Launches
Super Brand Days
Since these campaigns were pre-selected
by region based on marketing investment.
Mega C ampaigns
Since we have separate rate cards for these
A+ C ampaigns
Since we will have different treatment
per campaign
Weekly C ategory Campaigns, LazMall-

initiated
multi-brand campaigns
Since brands can participate/be a brand
lead without having to pay (please align
with your KAM)
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BAU Display: Why you should
Display
avail?
STILL proven results for our partners across key
metrics:
On average, we’re seeing 2x to 4x better performance in PDP UV, Buyers, Orders, and G M V
offline to online, to ensure full funnel communication
PDP UV GMV
Buyers
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Orders
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MM PPP AAA III GGG NNN LLL SSS TTT RRR III CCC TTT LLL YYY CCC O
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*Based
O
O on
O GGG O
OO January
HHH EEE RRR EEESponsored Display campaign averages III D
**Main success metric for Display is number of impressions.
2023 BAU Display
Display
Packages
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BAU Display: Signing
Display
Up
Link: https://tinyurl.com/2023LazadaSponsoredDisplay
BAU Sign Up
Form
-1. Deadline
Submission of form is every 2n d day of
the preceding month
- M ay submit earlier than ad vised
2. Upon
Submission
- Submitting form does not guarantee your brand
a slot
- Confirm ation will be sent via email from
your respec tive MS PIC
3. For
ME G A
- C onnect with your Lazada KA M or MS PIC s
for
the M E GA Cam paign ap plication
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BAU Display: View
Display
Calendar
View Package Reservation Creative

Calendar Selection
1. Inside Seller C e nter,

navigate to Marketing
Center > Sponsored
Solutions
2a. C lick on Sponsored
Display
on the top tool ba r
2b. Clic k on Sponsored Display
> Calendar
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BAU Display: View
Display
Calendar
View Package Reservation Creative

Calendar Selection
Check for available dates

& booking options
•C PD and C PM Display both
visible & can be booked
directly from Calendar view
•C heck for available display
options (CPD or CPM ) on the
date you signed up for
• C lick on the option you wish to
book
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BAU Display: How to read the
Display
calendar
Teasing MEGA BAU
Campaign Campaign Campaign
Campaign
Type:
Only CPD Only CPM Both CPM& CPD

is offered on this is offered on this are offered on this
date date date
Solution
Available:
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BAU Display: Package
Display
Selection
2a
1. C lick on your selected Display Campaign date

*Available CPD Packages on the selected date will show
up
2a. C lick on Creative Reservation
**Review the Price (in points or cash) and available slots
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BAU Display: Booking Process
Display
CPD
CPD Reservation is done in 4 steps:

1. C ampaign Setting
- Define cam paign details
- Select Billing Party
2. Packages Setting
- Review c a mpaign duration
- Select Display Pa c kage
3. Sign Sales O rder
- Upload online E-signature O R offline
signature
4. C reative
- Upload Homepage Vertical banner
for approval
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Display
CPD
CDP Reservation Process | Reservation

Details
Fill in the following fields

1 1.Input your Reservation N a me
2 2. Select your Store
3.Input your objective; it c a n be G M V / target,
3 media budget, supporting campaign
mechanics and offers, deals & promotions
4. Select your Billing Party
4 5. Input your Email
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Display
CPD
CDP Reservation Process | Package

Setting
Review the following
1
details
1.Duration of c a mpaign
2. Select your c a mpaign
package
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Display
CPD
CDP Reservation Process | Sign Sales

Order
Select your preferred option for signing

Sales
Order
1.E-signature (sign online)

2.Submit reservation first, then upload
offline Signed SO
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Display
CPD
CDP Reservation Process | Creative
Upload Homepage Vertical Banner
1.Upload image following correct

dimension(518x518 px) and file size (max 150
KB)
1 2. Indicate Landing Page
- Correct Link
https://www.lazada.com.ph/shop/kiehls/
- Incorrect Link
2 https://www.lazada.com.ph/tag/bench/?q
=bench&_keyori=ss&from=input&spm=a2o
4l.10450891.search.go.37b87e68ONJ2cX&c
3 atalog_redirect_tag=true
3. Select Attributions (Seller, Brand)
4. Once done reviewing click
submit Me nt i c ode : 7 2 6 0 8 8 8
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BAU Display: Creatives
Display
Submission
Link: https://tinyurl.com/2022BAUCreativeSubmission
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Display: Additional
Display
Reminders
Creatives & KV Guidelines
1. Follow correct guidelines for both BAU and M E GA (failure to do so may result in materials not going live)
2. Submission of Creatives/materials should be at least seven (7) Business Days before your live campaign to allow for a
thorough review of the same and time to adjust/edit as needed (via gform)
3. Send correct link to your store/ landing page
- Correct Link https://www.lazada.com.ph/shop/kiehls/
- Incorrect Link
https://www.lazada.com.ph/tag/bench/?q=bench&_keyori=ss&from=input&spm=a2o4l.10450891.search.go.37b87e68ON
J2cX&catalog_redirect_tag=true
Reservation & Booking

4. Wait for MS PIC’s confirmation before booking your package
*Signup using the gform to ensure your package request will be reviewed.
2. SO must be uploaded at least 3 days before campaign start date.
3. Reservation/bookings must be made at least 5 days before campaign start date.
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Topi
1.
Solutions
3. On-site Lazada Solutions
4. Off-site Lazada
Solutions
b. Sponsored Media
5.Exam Guidelines
/ Of f - site Lazada Sponsored Solutions > Sponsored
Overview
Af filiate
Sponsored
Sponsored
Affiliate
Media
(SA)
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Overview
Af filiate
Be featured on multiple
touchpoints across the web
with Lazada’s Affiliate
Partners
Reach millions of potential customers through

one Sponsored Affiliate Campaign with our
120,000 partners in South East Asia
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Sponsored Affiliate: Solution to increase sales with Guaranteed
Af filiate
ROI
Drive sales for your store with Lazada's affiliate
partners and in-app placements at a guaranteed ROI*
5x to 25x
Return on Investment
Guarantee Returns at a Set up in less than 5 minutes

Greater Scale Let Lazada’s huge and trusted
Pay a fixed percentage of your A ffiliate network grow your sales
delivered sale to your customer and all it takes is less than 5 mins
with Lazada A ffiliate partners. to set up.
Reach Customers at
Multiple Touchpoints, No Say goodbye to late payments
Additional Costs O ur smart order validation system
Reach customers with influencers, deduct fees from your store
price compa rison sites, c a shba ck earnings a utomatically, with no
apps, top apps, websites, and in-a pp upfront payment.
placements to grow brand
awareness and store traffic.
*Guaranteed ROI means you pay a fixed percentage of your delivered sale to your customers. Date range for
past 6 months. Achieved by Sellers running Sponsored
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Affiliate* 6
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Where do Sponsored Affiliate Promotions appear:
Af filiate
Mobile
Product listings Dynamic/Static Banners Product Listings Product Listings Posts, stories Product Listings &
in price co mparison in top apps, websites promoted by promoted in c ontent creators’ Banners on
websites & & ad networks Influencers on Lazada’s under Surprise Social media Ca s hback Apps &
apps Lazlive Egg
websites
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Where do Sponsored Affiliate Promotions appear:
Af filiate
Desktop
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How does Sponsored Affiliate
Af filiate
work?
Sponsored Affiliate is available on Seller Center. Once you have created your campaign, it
will
automatically promote your store’s deals to our Affiliate partners and network.
Set up your [OPTIONAL] Affiliate Shopper makes Lazada’s You pay a

campaign settings promotes a purchase system records commission
including Select products the purchase after shoppers
Lazada’s and from your store
campaign for additional & details of have
your store’s
schedule a nd commission the received your
deals and
storewide rate transaction product
send traffic
commission rate to Lazada
by category [OPTIONAL]
Upload creatives
or select
suggested
creatives from
our creatives
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Campaign
Af filiate
Creation
1/ Set the schedule of your campaign. Default start date will 2/ Set the Storewide Base Commission Rate for all your items.
be today while end date is optional – select No End Date to Customize the commission rates for your product categories,
run your cam paigns always-on. minimum is 4% Note: Sponsored Affiliates Campaign automatically promotes all of your items.
3/ Add your creative banners. You can choose to upload your 4/ (Optional) Set product commissions to signal the affiliate
own customized banners (recommended) or use the templates partners to prioritize selected items from your store.
provided. Minimum product co mmission is 1%.
Tip: Note:
Upload at least five Right sidebar will indicate the

(5) banners. settings of the product commission
effectivity and will display the total
1200x628, 120x600, effective commission rate
160x600, (store+product)
300x100, 300x250 Ex 4% storewide + 1% product =
5% total commission
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Reportin
Af filiate
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Campaign Best
Af filiate
Practices
% Have
rates
attractive commission Provide as many images as you
can
High commission rates attract affiliate partners to Provide at least 5 images to get the most
pick up your cam paign and encourage them to be visibility. Recommended image sizes: 1200x628,
more hardworking when promoting your products. 120x600, 160x600, 300x100, 300x250
Follow the recommended

Creative
commission rates in your
Guidelines
category Recommende Make sure that your creatives include the
Category following:
d
Commission - Use the Lazada B A U / C ampaign templates
Mobiles, Tablets and Computer - Logo, Unique Selling Proposition, Discount, O ffer
4% - Highlight your HERO products in your materials
Accessories
Fashion 5%
TV, Home Appliance, Audio,
6% Start your campaign early to give partner affiliates enough time
Gaming
to
General Merchandise 5% pick up your c ampaign.
FMCG 10%
Run your c ampaigns for a minimum of 7 days to give the
affiliate
partners time to create their promotional content.
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Attribution
Af filiate
Logic
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Reporting
Af filiate
Discrepancies
Sponsored Affiliate performance reporting is delayed by a day. This means you will be able to see performance data
up to the previous day.
You may experience discrepancy in the fee amount reported against the fee amount charged to you due to these
reasons:
Reports Fees
Orders that have been paid by buyers Successfully delivered orders
We will not remove orders that are cancelled or We also refund the fee to you if buyers cancel or return
returned the orders within 30 days
Fee is calculated based on Revenue, which is Fee is calculated on a base amount, which is
the Subtotal amount calculated using this formula:
Subtotal – Seller Discount Total + Shipping Fee Voucher

by Lazada
Fee amount before tax Fee amount inclusive of tax
Reporting is based on the order date (i.e. date when Fee is charged 1 day after the order has
order is paid by buyer) been successfully delivered
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Performance
Af filiate
Metrics
Performance Metric Definition
SA Commission Rate How much % of each successful sale you will pay the affiliate
ROI Return on Investment for your Campaign
How much revenue you’ve earned attributed to Sponsored

SA Revenue
Affiliate
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Af filiate
CASE STUDY: Little Boys PH gets 32x ROI with their
11.11
campaign
About the Seller
Little Boys PH is a homegrown brand of locally-produced, organic vinegar in partnership
with Filipino farmers. Established in January 2021, they produce a wide range of organic
vinegar products, such as coconut vinegar and banana vinegar, among other items.
Objective
The Little Boys PH team wanted to find a way to increase visibility of their store and
products, while maintaining healthy returns on their marketing spend.
Results
Through setting up their storewide Sponsored Affiliate campaign and additional product
commission on focus items, Little Boys PH was able to get 13% more units sold & 9%
more in revenue, while keeping their ROI healthy at 32x.
32x 13% 9%
ROI more units sold more revenue
Data taken using Lazada Internal Tools, capturing November 4-13,

2022
Overview
Media
Sponsored
Sponsored
Affiliate
Media
(SA)
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Offsite: Sponsored
Media
Media
Access the Facebook

Network easily from Seller
Center
Reach, engage, and drive high-intent shoppers from Meta/Facebook Facebook Feed Instant Instagram Feed
& Messenger
family Article Audience
Network
of apps.
Drive traffic & sales based on shopper’s behaviors and preferred topics,
with
personalized product listings to your Lazada store.
Your Lazada
Store
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Where do Sponsored Media Promotions
Media
appear?
Instagram Feed Facebook Feed Instant Articles Audience N etwork Messenger
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Offsite: Sponsored Media vs Facebook Collaborative
Media
Ads
Sponsored Media Facebook’s Collaborative Ads
• View Content • View Content
Campaign Objective • Add to Cart • Add to Cart
• Purchases (Sales) • Purchases (Sales)
• Prospecting (audience who are likely to purchase) • Prospecting

Campaign Strategies & Structure
• Retargeting audience (e.g. your store visitors) • Lookalikes
• Via Lazada Seller Center

Campaign Management • Via Facebook Ads Manager
• No need to implement any additional tracking mechanisms
Product Selection/Sets Product sets determined by you
• Shoppers who have viewed, added to cart, and purchased from • Prospecting
Audience Targeting
your Lazada store in the last 6 months • Lookalikes
• Carousel formats in Facebook, Instagram, and Audience
Placements • Carousel and Collection formats on Facebook
Networks (can activate across all with one setup)
Attribution Same attribution (7 days post-click and 1 day post-view)
Payment method Top up your Sponsored Solutions account balance Pay by credit card or based on the invoices
Recommended Budget 100 conversions or start first 7 days of the campaign with PHP 27,000 100 conversions
Reporting Same sets of metrics
Charging model Same charging model (CPM)
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How does Sponsored Media
Media
work?
Your Product Listings Social Media Feed Lazada Product Page
A shopper will see the promoted products, based Cam paign targets potential buyers Potential buyer gets directed to
from the product selection in your store catalogue on the placem ents listed in the your Product Page on Lazada
(Seller Center). previous
slide
Item 1 Item 2 Item 3

Seller SKU: 1234 Seller SKU: 2345 Seller SKU: 3456
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Media
Onboarding
Input your Facebook Business

page URL
Example of a correct URL:
https://www.facebook.com/LazadaSingapore/
Example of an incorrect URL:
https://www.facebook.com/profile.php?id=12345
678910
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Media
Onboarding
A fter 15-30 mins, you will be able to

see the Sponsored Media
homepage
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Media
Campaign
Creation
Click on “New Campaign” on the

LSS Homepage, or on the
Sponsored Media Homepage.
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Media
Campaign
Creation
Fill in the necessary details

for campaign creation
1. C a mpaign N a me
2. C a mpaign Start & End Date
3. Lifetime Budget
The minimum daily budget is Php 400.
To compute for total lifetime budget,
multiply Php 400 by the # of days in
your campaign
Make sure you have sufficient balance

for the budget you input, to ensure that
your campaign will run.
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Media
Campaign
Creation
Select your Optimization Goal
You can optimize your campaign towards

the
following objectives
• Purchase – optimize towards Orders

• A dd to C a rt
• C o ntent View
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Media
Campaign
Creation
Target Country
Your target country will automatically
be Philippines.
Placements
Automatic Placements are selected by
default. This allows your items to show up
to potential buyers anywhere on the Meta
ecosystem.
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Media
Campaign
Creation
Selecting Items to Promote

You may opt to include all items in your
Sponsored Media campaign, or create
a Product Set.
If creating a Product Set, enter the

Product Set Name and select items to
group together.
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Media
Campaign
Creation
Targeting Specific Audiences

(Optional)
Prospecting and Retargeting Audiences
are selected by default. This means that
the campaign will show your products to
potential buyers who had shown interest in
your products if you are not targeting
any specific Lazada audiences.
You ma y include/exclude shoppers

in specific categories.
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Media
Campaign
Creation
Format
Your products will be shown in Carousel
format with this release. A sample is
also provided so you can
A d Text
Include a custom message to your
viewers about your promotion. Best to
include your discounts, unique selling
points, and other key highlights of your
store/items.
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Media
Campaign
Creation
Navigate to Sponsored
Solutions O verview > A ccount
Balance
1. Click on top-up under the
Sponsored Media section
2. Select/enter your preferred top-up
amount
3. Review the breakdown of top-up
and tax
4. Select your preferred payment
method: either Store Earnings,
Credit/Debit Card, or G Ca sh
5. Click on top-up to proceed with
payment
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Media
Sponsored Media
Reports
Attribution window: 7 days post-click and 1 day post-
view as per Facebook tracking.
Impressions refers to the number of times an instance

of an ad is on screen for the first time.
Clicks refers to the number of times the ad s in

the c a mpaign were clicked.
Add to Cart refers to the number of times when

your products are ad ded to the c a rt.
Purchases refer to the number of purchases that

occur
due to the c a mpaign.
Purchases value refers to the revenue driven from

the purchase.
ROI refers to the return on ad spends based off the

purchase value.
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What does a Sponsored Media promotion look
Media
like?
“PH” + Store
Name
Lazada logo (applies to all)
Promoted Product Text Product Image (pulls 1st PDP

 Speak to target audience image
 Use the same tone across from Lazada)
different platforms (ex. Same  elements
Show store/ brand logo, brand
way  Produc t should be c learly visible
as on own social media, emojis) the image
in
 Clear and co ncise

 Add CTA: Ex. “Add to Car t now”
 Add prices/offers if relevant
 C o mply with Meta Ad Policies
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Meta Promoted Products
Media
Policy
Prohibited Products and Prohibited Advertising
Services Tactics
Whitening products that Weight loss products targeting

Tobacco & vaping Weight loss program
overstates people younger than 18 years
products
effectiveness old
Note: Please ensure your creatives including ad text adhere to Meta’s policies listed
here. Me nt i c ode : 7 2 6 0 8 8 8
6
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/ O f f - site
Whitelisting – Sponsored Affiliate and Sponsored
Solut ions
Media
We check for sellers mostly selling products under Restricted Categories
Please reach
out to your
dedicated
LSS PIC or
Lazada KAM
Prohibited and Controlled Policy: https://sellercenter.lazada.com.ph/seller/helpcenter/prohibited-and-controlled-products-policy-5592.html

Me nt i c ode: 7 2 6 0 8 8 8 6
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Ask us Menti code: 7260 8886
Anythin
g!
20 Minutes
Topi
1.
Solutions
3. On-site Lazada Solutions
4. Off-site Lazada
Solutions
b. Sponsored Media
5.Exam Guidelines
/ Exa m
G uidelines
Exam
1.You have thirty (30) minutes to complete the
Guidelines
exam
2. There are 20 questions worth 1 point each.
3. Passing score is 15 points or 75%
4.If you pass, you will be issued a LSS
Primary Masterclass Certificate
Feedback
form
Thanky
ou
Y O UR C AM PA IG N LO G O HE STRIC TLY C ONFIDENT
RE IAL

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Masterclass

HOW TO REACH THE RIGHT SHOPPERS AT

Full-Funnel Solution To Help You Achieve Multiple Marketing

CONSIDERATION Clicks, click-through-rate, page Automated Bidding

Store Centric Campaign

Sponsored Discovery (SD) New Product

Sponsored Solutions Allow Sellers To Target Valuable Lazada

Unemployment rate decreased

Top Contributors to HFCE

Vegetables 5.6 -2.7 3.5 16

Sugar, Confectionery, and Desserts 17.6 26.0 30.2 34.4

7.7% Oct 2022

AONCR 7.6% Oct 2022

Davao region posted the highest

Source: STRIC TLY C ONFIDENT

Source: STRIC TLY C ONFIDENT

Source: STRIC TLY C ONFIDENT

Source: STRIC TLY C ONFIDENT

It’s true that garlic and

Most of the time, I go back to the brand that I

Over the next 3 months, more Filipinos plan to decrease

Slower global growth will likely weigh on PH

SOLID ECONOMIC INFLATIONARY THE GO-TO FOR

Leverage eased mobility

Sponsored Discovery (SD) New Product

You can boost your products’

Promote items on Search, For You, and

Pay for Results

Integrated C ampaign Delivery High Intent Audience Targeting

Smart Campaign Management Data Transparency

1. Inside Seller C enter, navigate

1a. O n O verview Page, c lick New Campaign

1. Enter your preferred Campaign Name

Should you pick automated or standard

Should you pick automated or standard

You c a n modify how much you want to bid on

Tip: If you are a new seller with no historical sales, you

Automated Product Selection

Standard Product Selection

• Top Searched Products, Top Selling Products,

Enable Automated Creatives Improvements

• Ensure to have more than one photo in your PDPs. The

Final Step: Review Your Campaign Settings

• If you would like to change a setting, simply press the

• Ch e ck the Estimated Daily Clicks you c a n potentially

Weekly Sponsored Discovery Wallet Top up Calculation

An easy way for you to c a lculate your Sponsored

SUM of Top up Amount for

Objective Drive Add to Prepare for M aximize Sales and

 Keep both Traffic and

 Automatically apply all

CASE STUDY: Sonifer gets 200k+ more

Data taken using Lazada Internal Tools, capturing November 4-13,

Sponsored Discovery (SD) New Product

Sellers can boost their

What is considered a new product?

c) C lick New Campaign or

Content Score > Above Average, Free

Product Selection Automated Manually by sellers Manually by sellers

Duration: Minimum 30 days to No End Duration: Minimum 30 days to No End

a) You may select products and organize

b) To show up to a s many shoppers as