2022 Shopee Ad Types

Jun 8, 2022

As an Shopee seller, there are a few different ways to internally advertise your products to millions of potential Shopee customers.

While listing optimization and SEO are vital to your organic search results, you shouldn’t rely on just that when it comes to driving traffic to your listings. To increase your impressions and conversions, you need to be taking advantage of all the advertising opportunities Shopee has to offer.

Through Shopee Pay-Per-Click advertising, sellers and brands can target specific keywords, categories, and even competitors with their ads.

There are a few different types of PPC advertising on Shopee, so it’s important to understand what they are, how they work, and how to manage them. In this article, we’re going to go over:

  • Shopee PPC ad types and examples of each
  • The benefits of each ad type
  • How to set up Amazon PPC ad campaigns

Shopee PPC ad types

Third-party Shopee sellers have three ad types to choose from within their Seller Center account. Each ad type has a specific purpose and function depending on what your goals are.

Those three ad formats are:

No matter the type you choose to run, they’re all a PPC format, meaning you will pay a small fee each time a customer clicks on your ad. Because of this, PPC ads are not a “set it and forget it” type of ad. You will need to frequently optimize and manage your campaigns to ensure you’re not overspending on keywords that do not convert into sales.

Out of the three PPC ad types listed above, Product search ads are the most popular amongst Shopee sellers. This is due in part to the fact that you do not need to be enrolled in Brand Registry to use them, as you do with Shop Ads.

Now, let’s get into each PPC ad format in detail.

1. Product search ads

Product search ads are the type that all Shopee sellers start out with and continue to use as their business grows. As we mentioned above, they’re the most popular amongst third-party sellers and one of the most profitable.

With this ad type, you’ll have a lot of flexibility when it comes to targeting — in other words, defining the keyword search results and product detail pages in which you want your ad to appear. You can target keywords you think your audience is searching for, relevant categories, and even your main competitors’ listings.

With PPC, you’re bidding against your competitors for the top ad placements on Shopee. You decide what you want to target, how much you want to spend per click on each particular target, and the overall daily budget for your campaign.

If your ads convert into sales, this will in turn increase your organic search rankings for the specific keywords you’re targeting.

Where do Sponsored Product ads appear on Shopee?

This ad type integrates so well within the organic search results on Shopee that customers may not even realize they’re looking at an ad. And depending on your bids, they’re effective right out of the gate, too — on day one of launching your product, your ad can appear at the top of the first page for each of their main keywords.

Let’s consider an example: say I’m shopping on Shopee for accessories. I type “bracelet” into the Shopee search bar and press enter. Here’s what I see when the search results page loads:

If you look closely under the images on the first row of products pictured above, you will see tiny “Ads” tags. These five tagged products are examples of Product search ads, while other five are the first organic search results for “accessories.”

While using, Product search ads is a great way to get your products to the top of page one of search results, you have to be willing to spend — if your keyword bids aren’t high enough compared to your competitors’, your ads could appear within or at the bottom of the search results, where fewer customers may notice them.

As we mentioned above, your Product search ads may also appear on your competitors’ listings. That way, customers can do some comparison shopping before they buy.

What are the benefits of Product search ads?

This ad type is very beginner friendly and easy to set up — even if you have no advertising experience.

Here are some other benefits of using Sponsored Product ads:

  • It’s easier for customers to discover products with low organic rank
  • It helps drive sales and increase your best seller rank for newly launched products.
  • It provides an instant visibility boost to newly-launched products
  • You can choose keywords or product attributes to target manually, or you can let Shopee automatically target keywords it thinks are relevant to your products.
  • There’s no need to write ad copy or provide additional images. Shopee will use your listing content for the ad.
  • You only pay Shopee for the ad service when customers click on your ads — and you decide how much you want to spend per click.

How to set up a Product search ads

You can set up products search Ads by bidding for your products to appear at the top of the search results or under Similar Products. You can go to Shopee Seller Center > Marketing Center > Shopee Ads to create a new Search Ads.


a. Set the Budget

You can set a daily budget or total budget, your ads will be hidden after the cost meets the total or daily budget you set. However, for daily budget, your ads will resume automatically the next day. Or you can set no limit.

b. Set time length per Ad

The time length means the time you can show your ads on Shopee. You can set No time limit or set the Ads duration.

c. Select products

You can select up to 50 products, if you select more than 1 product, Shopee will manage keywords for your ads automatically. The same budget and time length settings will apply to each ad.

d. Add keywords

If you select only 1 product, you can select keyword Shopee provided or add your own keywords. The lower your search ranking value, the more likely users will see your ad when they search for the keyword. Improve your search ranking by choosing relevant keywords and bidding competitively.

e. How your Ads shows on Shopee

After finishing all settings, click Publish to publish your first Ads. On the search results page, the top 5 paid Ads will be displayed in the first row.

2. Shop Ads

Shop ads are banner ads that appear at the top of the Shopee search results that feature your brand’s logo, a custom tagline, and multiple products from your brand.

Sponsored Brand ads are different from Product search ads in that they help drive brand awareness by funneling traffic to your Shopee Storefront or to a custom landing page displaying your product line.  As with other PPC ad formats on Shopee, you can target specific keywords, categories, or products when setting up your ad.

When searching for products on Shopee, customers are met with tons of product options and other distractions — with Shop Ads, you’re able to create a custom shopping experience that helps cancel out all the noise.

On your landing page or Shopee Store, customers view only your brand — none of your competitors’ ads or products will be displayed. This is a huge advantage, and could account for the comparatively higher RoAS sellers experience with Shop Ads versus other PPC ad types.

Keep in mind that this ad type is only available for third-party sellers enrolled in Brand Registry and Vendors.

Where do Sponsored Brand ads appear on Shopee?

If you’ve shopped on Shopee before, you have encountered a Sponsored Brand ad. They appear at the very top of Shopee search results pages — above Product search ads — and typically feature three products from one brand.

Unlike a Product search ads, with Shop ads, you can add your own custom logo and tagline that will help your ad stand out.

If a customer clicks on Nanoera in the above example, they will be redirected to the brand’s custom Shopee Storefront, where they can view all the products sold by Nanoera, without interruptions from competitors’ ads.

What are the benefits of Shop ads?

Shop Ads allows you to get more creative with your ads and drive more brand awareness and recognition. Instead of promoting just one product, you have the opportunity to display three products at a time to show customers more of what you have to offer.

Here are a few more benefits of using Sponsored Brand ads:

  • They encourage customers to add more items to their cart, as they will be presented with multiple products from your brand. Use this as an opportunity to promote complementary items.
  • Among the ad campaign types we measured, Shop Ads result in the greatest RoAS over a period of 30 days.
  • You can defend your branded keywords by ensuring your ads show up when a customer searches for your brand name.
  • You can redirect customers to a custom landing page or Shopee Store that is free of competitor ads and products.
  • You are able to add custom ad copy that shows off your brand’s messaging.

How to set up a Shop ad

  1. Set your ad budget and duration

Your ads will run until your

a. Budget runs out or

b. Ads Credit runs out or

c. Ad duration comes to an end

  1. Add a picture and craft your tagline

Set a relevant picture and tagline to drive shoppers to click your ad

  1. Select your ad landing page

Direct shoppers to your shop or product collection page

  1. Choose keywords relevant to your shop

You can use Shopee recommended keywords or choose your own keywords.

  1. Set a bid price for each keyword

The bid price is the highest amount you are willing to pay for each click on the ad.

3. Discovery ads

While Discovery ads may be least popular ad type of the three with just 25% of sellers using them, there’s been a noticeable shift in ad spend away from Product search ads to this newer and recently updated ad format.

As defined by Shopee, Discovery ads is a self-service display advertising solution that helps you grow your business and brand on Shopee by engaging shoppers across the purchase journey, on and off Shopee.”

Discovery ads brings advertising on Shopee to a whole new level, giving you the ability to retarget customers on and off Shopee. So not only will your ads be displayed across Shopee as they would with other ad types, they’ll also be visible to customers on third-party websites and apps.

Unlike Product search ads and Shop ads, you cannot target keywords with Discovery ads. Instead, you’ll target specific audience interests and shopping behaviors, as well as customers who have previously viewed your product’s detail page.

Basically, Shopee knows which products customers have viewed in the past. It will display those products to the same customers again on other Shopee pages or third-party websites, in hopes of converting that view into a purchase.

This is yet another powerful tool in your arsenal to overtake your competitors.

This ad type may yield the lowest RoAS compared to other ad types, but it’s still effective and worth testing out for your brand.

With Discovery ads, there are three targeting options to choose from: product targeting, views remarketing, and interests.

Where do Sponsored Display ads appear?

  1. In the first 30 You May Also Like positions, you can see up to 14 ads. The exact ad position might vary based on ongoing performance optimization.
  1. In the first 35 You May Also Like positions, you can see up to 13 ads. The exact ad position might vary based on ongoing performance optimisation.

  1. In the first 55 Daily Discover positions, you can see up to 26 ads. The exact ad position might vary based on ongoing performance optimisation.

What are the benefits of Sponsored Display ads?

Discovery ads are a fantastic way to reengage with potential customers who may still be interested in purchasing your products.

  • You have the ability to retarget customers who have viewed your listing within the past 30 days
  • You can target similar products or categories, as you can with Sponsored Products and Brands
  • Your ads will be displayed throughout Shopee’s pages and will stand out more than a standard sponsored ad
  • You can target customers off of Shopee to redirect them back to your listings
  • You can target customers based on their interests and previous shopping behaviors (vendors only)

How to set up a Sponsored Display ad

  1. Choose the products you want to advertise

Before you start, make sure that your product title, pictures and descriptions are updated.

Choose products with the 'thumbs up' icon in the product selector. These items are recommended for ads as they have high sales and conversion rates.

  1. Set your budget and duration for the ad

Your ad will run until one of the following occurs

  • Budget runs out
  • Ads Credit runs out
  • Ad duration comes to an end

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