Shopee Advertising: A Complete Guide to All Ad Types [Includes Off-Page Facebook Ads]

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Shopee is one of the leading e-commerce platforms in Southeast Asia, and if you’re a seller on Shopee, you know that advertising is a key part of your marketing strategy. But with so many different ad types and platforms, it can be overwhelming to know where to start.

That’s why we’ve put together this complete guide to Shopee advertising. We’ll walk you through all the different ad types available on the platform, including off-page Facebook ads. By the end of this article, you’ll clearly understand which ad types are right for your business and how to get started with your Shopee advertising strategy.

So let’s dive in and explore the different ads you can use on Shopee!

Shopee Advertising: A Complete Guide to All Ad Types [Includes Off-Page Facebook Ads]

What are Shopee Ads?

Shopee Ads are a way for e-commerce sellers to advertise their products on the Shopee platform. With Shopee Ads, sellers can choose from various ad types, such as in-feed ads that appear as users browse the platform or top ads that appear at the top of search results. 

By utilising Shopee Ads, sellers can increase their visibility and reach more customers, increasing sales.

How Will Shopee Ads Benefit Your Business?

How Will Shopee Ads Benefit Your Business?

So, what sets Shopee Ads apart from other advertising options? Here are a few reasons why they’re worth considering:

  1. Increased Visibility: By using Shopee Ads, you can increase the visibility of your products on the platform. This means that more users will see your products, which can lead to increased interest and, ultimately, more sales.
  2. Targeted Advertising: Shopee Ads offer targeted advertising options that allow you to reach the right audience for your products. You can target your ads based on location, age, and interests, ensuring that your ads are seen by people most likely to be interested in your products.
  3. Cost-Effective Pricing: Shopee Ads are cost-effective because you can set a budget for your ads and only pay when someone clicks on your ad or takes a specific action, such as purchasing. This means you’re only spending money on ads that drive results for your business.
  4. Access to a Massive Audience: Shopee has millions of users across Southeast Asia, offering a massive audience for your ads to reach. Additionally, you can extend your ads across Facebook and other websites, expanding your reach even further.
  5. Increased Sales: Ultimately, the goal of using Shopee Ads is to increase sales for your business. Shopee Ads can help you achieve this goal and grow your e-commerce business by increasing visibility, targeting the right audience, and utilising cost-effective pricing.

So, whether you’re just starting or looking to take your e-commerce business to the next level, Shopee Ads are worth considering.

Different Types of Ads for Your Shopee Store

Here are the different types of off-platform ads that you can use to promote your Shopee store:

Product Search Ads

Product Search Ads are one of the most popular types of Shopee Ads. They push your products to the top of the search results page when shoppers search using relevant keywords. This increased visibility can lead to more clicks, views, and sales.

Shop Search Ads

Shop Search Ads are another type of Search Ad that can display your shop at the top of the search results when shoppers search using keywords you have bid for. This helps increase your shop’s visibility and could lead to more shop visits and sales.

Please note that the display of shop vouchers and products on your Shop Search Ads is only available to selected sellers.

Discovery Ads

If you’re looking to reach more shoppers beyond search, Discovery Ads can help. These ads appear in high-traffic sections of the Shopee platform, including the Daily Discover section on the homepage and the Similar Products and You May Also Like sections on the product detail page.

Discovery Ads show your products to relevant shoppers interested in similar or related items, driving visibility and sales to your shop. 

If you’re selling products that could complement or substitute other products, Discovery Ads could effectively promote your business.

If you want to learn more about Shopee Ads and how to set up your campaign, head to the official Shopee Ads website.

With these different off-platform ads, Shopee Ads can help you promote your store and reach more interested shoppers. So, take advantage of this powerful tool and drive more sales to your Shopee store today!

Different Types of Ads for Your Shopee Store

How to Choose The Right Keywords For Your Shopee Ads?

Choosing the right keywords is crucial in creating successful Shopee Ads campaigns. 

The right keywords can help ensure that your ads are seen by the right people, while the wrong keywords can result in wasted ad spend and poor performance. Here are some tips to help you choose the right keywords for your Shopee Ads.

Let’s say you run a Shopee store selling organic skincare products, and you want to create a Product Search Ad campaign to promote your best-selling facial oil. Here’s how you can approach choosing the right keywords:

  1. Identify relevant keywords: Start by brainstorming a list of relevant keywords for your product. In this case, some examples could be “organic facial oil,” “natural skincare,” “facial oil for dry skin,” “face oil for anti-ageing,” etc.
  2. Analyse keyword search volume: Once you have a list of potential keywords, use a keyword research tool to analyse their search volume. This will help you identify which keywords are more popular among shoppers and will likely drive more traffic to your product listing.
  3. Consider keyword competition: Keyword competition refers to the number of other advertisers bidding on the same keywords as you. If the competition is too high, your ads may not be shown to as many people, and you may end up paying a higher cost-per-click (CPC). Therefore, it’s important to balance high search volume with the low competition when choosing your keywords.
  4. Use long-tail keywords: Long-tail keywords are longer, more specific keyword phrases that are less competitive but have a higher chance of driving relevant traffic to your product listing. For example, instead of bidding on the broad keyword “facial oil,” you could bid on a long-tail keyword like “organic facial oil for dry skin.”
  5. Test and refine your keyword strategy: Once you’ve selected your keywords, it’s important to continually monitor and refine your keyword strategy based on your ad performance. Monitor your ad metrics, such as click-through rate (CTR) and conversion rate, and adjust your keyword bids and targeting to improve your ad performance.

By following these steps, you can choose the right keywords for your Shopee Ads and create a successful ad campaign that drives traffic and sales to your store.

What are the Keyword Bidding Metrics for Shopee Ads?

On Shopee, the keyword bidding metrics refer to the factors determining how much a seller has to pay for their ads to appear on the search results page. These metrics include:

  1. Bid Amount: The bid amount is the maximum amount a seller is willing to pay for a click on their ad.
  2. Click-Through Rate (CTR): CTR is the ratio of clicks to impressions, which shows how often people who view the ad end up clicking.
  3. Conversion Rate (CR): CR is the ratio of conversions to clicks, which shows how often people who click on the ad make a purchase.
  4. Ad Relevance: Ad relevance measures how closely the ad matches the user’s search query.
  5. Competitiveness: Competitiveness is the level of competition for a particular keyword, which affects the cost of bidding.

By optimising these metrics, Shopee sellers can ensure their ads are more visible to potential customers while minimising their advertising costs. Monitoring and adjusting these metrics regularly is important to achieve the best results for the ad campaigns.

How Shopee Ads Strengthen Your Marketing Goal

How Shopee Ads Strengthen Your Marketing Goal?

Shopee Ads can help you achieve your marketing goals by strengthening your sales funnel. 

Let’s take a closer look at how Shopee Ads can work at different stages of your sales funnel:

  1. Awareness Stage

At the top of the funnel, the goal is to create awareness about your brand and products. 

Shopee Ads can help you reach new potential customers through Discovery Ads, which show your products to relevant shoppers interested in similar or related items. This can increase visibility and drive traffic to your shop.

  1. Consideration Stage

In the middle of the funnel, the goal is to engage with potential customers and provide them with more information about your products. 

Product Search Ads and Shop Search Ads can help you target shoppers who are actively searching for products related to your business, increasing their chances of them considering your products.

  1. Conversion Stage

At the bottom of the funnel, the goal is to convert potential customers into paying customers. Product Search Ads and Shop Search Ads can help you appear at the top of the search results page, increasing the likelihood of a purchase. 

You can also use remarketing ads to target shoppers who have previously interacted with your shop or products, encouraging them to purchase.

Overall, Shopee Ads can help you strengthen your marketing goals by providing a range of ad types targeted to different stages of the sales funnel, ultimately leading to increased sales and revenue for your business.

What Is The Best Way To Review Your Shopee Store Ads

What Is The Best Way To Review Your Shopee Store Ads?

The best way to review your Shopee Ads is to regularly monitor their performance and make data-driven decisions based on the results. 

Here are some steps you can take to review your Shopee Ads:

  1. Set clear goals and metrics for your Shopee Ads campaigns 

Before you launch your Shopee Ads campaigns, it is important to establish clear goals and metrics that align with your overall business objectives. This will help you measure the effectiveness of your campaigns and make informed decisions about optimising them.

  1. Monitor your campaigns regularly

Once your campaigns are up and running, it is important to monitor their performance regularly. Monitor key metrics such as impressions, clicks, conversions, and cost per click (CPC). This will give you a good sense of how your campaigns are performing, and whether they are delivering the results you are looking for.

  1. Use data to make informed decisions

As you monitor your campaigns, look for patterns and trends in the data. Identify which keywords and ad formats are performing well and which ones are not. Use this information to make data-driven decisions about optimising your campaigns for better performance.

  1. Continuously test and optimise your campaigns

One of the most effective ways to improve the performance of your Shopee Ads is to test and optimise them continuously. Experiment with different ad formats, keywords, and bidding strategies to see what works best for your business. Make incremental changes and measure their impact on your campaign performance.

By following these steps, you can ensure that your Shopee Ads are performing well and delivering the results you need to achieve your business goals. Remember to review your campaigns regularly and use data to guide your decisions.

What are Shopee Off-Platform Ads?

Shopee Off-Platform Ads are advertisements displayed outside the Shopee app or website. Through third-party ad networks, these ads appear on various platforms such as Facebook, Instagram, and other websites. Off-platform ads aim to drive traffic to your Shopee store and increase sales.

Off-platform ads are a great way to reach new audiences who may not have discovered your store on Shopee otherwise. By advertising on external platforms, you can tap into a wider customer base and increase your brand’s visibility. Plus, since off-platform ads can be targeted based on factors such as age, gender, and interests, you can ensure that your ads reach the right people more likely to be interested in your products.

To run off-platform ads for your Shopee store, you can use the Shopee Ads Manager to create and manage your campaigns. This tool allows you to track the performance of your ads and adjust your targeting and budget as needed to optimise your results. By incorporating off-platform ads into your marketing strategy, you can expand your reach and drive more traffic and sales to your Shopee store.

What do Facebook Ads mean for Shopee Sellers

What do Facebook Ads mean for Shopee Sellers?

If you’re a Shopee seller, you’re looking for ways to boost your sales and reach new customers. 

That’s where Facebook Ads come in – they allow you to create personalised ads that target users based on their preferences and behaviours on the platform. Here’s how Facebook Ads can benefit Shopee sellers:

  1. More Personalized Ads

Facebook Ads can help you create more personalised ads for your target audience. This means that your ads will be more relevant to users, which can lead to higher conversion rates and more sales.

  1. Reach More Shoppers

Using Facebook Ads, you can reach more shoppers interested in your products. This means that you’ll be able to expand your customer base and drive more sales.

  1. More Visibility for Your Store and Products

Sellers can use the Shopee Seller Center and other Shopee marketing solutions to increase the visibility of their store and products to even more interested shoppers. This can help you stand out from the competition and get more sales.

  1. Extend Your Ads Across Other Apps and Websites

Facebook Ads can also help you extend your ads across other apps and websites, further increasing your customer base. This means that you’ll be able to reach more potential customers and drive more sales.

  1. Scale Your Shopee Store Digitally

Shopee is always looking for new ways to support its sellers, so it has partnered with Meta (Facebook’s parent company) to provide sellers with more opportunities to scale and upskill digitally. This means you’ll have access to even more resources and tools to help you grow your business.

Facebook Ads can be a powerful tool for Shopee sellers looking to grow their businesses. 

By creating personalised ads, reaching more shoppers, increasing visibility, extending your ads, and leveraging industry-leading partnerships, you can take your business to the next level.

Shopee Seller Facebook Ads Success Stories: Why it makes sense for you?

Shopee merchants and sellers who took part in a pilot program for the Shopee Facebook Ads initiative have been starting to see encouraging results and positive business impacts.

One example is the electronics firm MobileHub from Singapore. MobileHub showcased its products through the dynamic carousel format during a three-week pilot campaign. This enables the brand to promote multiple products simultaneously and aims to achieve sales conversion eventually.

MobileHub reported that results from the pilot campaign showed that the company gained more than 130,000 impressions and achieved 2.2 times ROAS compared to before.

Setting up for MobileHub was easy and took less than an hour. Shopee also provided MobileHub with a guidebook that showed clear instructions.

In Thailand, Speed Computer, which sells laptops and computer accessories on Shopee, reported “good results.” A two-week pilot campaign reported 230,000 impressions and 6.4 times ROAS.

How to access Facebook Ads in Shopee Seller Center?

You can initiate the Shopee Facebook Ads by registering and creating a Shopee account. After that, make sure you have the three main components of your shop’s profile:

  1. Shop Name

Choose a distinctive and memorable shop name that reflects your shop and products while following Shopee’s naming guidelines.

  1. Images and Videos

Upload up to 5 images and videos to give your shop a strong brand identity. 

  1. Shop Description

Create a short and succinct description to attract shoppers to your shop. You may include information such as your shop’s history, type of products, or chat reply hours. Do not include personal information such as email or phone numbers or ask shoppers to conduct transactions outside Shopee.  

Before adding your products, ensure you have a verified mobile number added to your account to avoid getting your products hidden from the buyers. 

Fortunately, Shopee has all the necessary guides for a merchant or seller wanting to join the Shopee marketplace.

How to create a Facebook Campaign from a Shopee account?

Shopee makes it easy to manage Facebook Ads via the Shopee Seller Center. You must first make a Facebook account through the Facebook Ads tool in the Marketing Center.

After creating an account, here are the succeeding steps:

  1. Wait for 15 minutes for your account to be created.
  2. Please note that on the last 2 calendar days of each month, Facebook pauses account creation for scheduled system maintenance. Business as usual starts from the 2nd calendar day of each month.
  3. Creating an account at least 7 days before running your first campaign on Facebook is recommended.
  4. Once your account is created, you can immediately top up your ad credit.

A Facebook Ads campaign allows you to advertise your products based on a specific budget and time. Only when you top up your ads credit can you create a Facebook Ads campaign through the Marketing Center.

Adding products to the Facebook ad campaign

Merchants and sellers can have 10 different products to showcase on a shopper’s feed in a carousel format. Facebook automatically chooses these products to match the shopper’s interests and behaviours. Here are some tips on how to optimise adding products to your campaign:

  • You have the option to display a minimum of five products of your selection.
  • Adding more products helps in improving the performance of your Facebook Ads campaign. Just make sure that they are in stock.
  • Fewer products may mean fewer impressions, so don’t be stingy about your product selection.
  • Facebook Ads will want to ensure your products are in stock and reasonably priced.
  • If your product is Disapproved, hover over the question mark icon to see why it was given such a verdict. Make the necessary changes to get listed. 
  • A dashboard lets you edit the products you want to include in your Facebook Ads. Make sure to maximise this.

Monitoring your Facebook campaign via Shopee Seller Center

Since you are spending on these ads, it’s important that you keep track of them. Luckily, you can do this through the Shopee Seller Center too. Just follow these steps:

  1. Through the Marketing Center, you can click Overview, where a quick summary of your account performance is available.
  2. To gather data, select Export Data. Don’t forget to select the proper timeframe that you want to check.
  3. To gain insights into each Facebook Ads campaign, select all campaigns
  4. Easily find campaigns by name through the search option available upper left-hand corner
  5. To make changes to your campaign, click Edit under the Action column
  6. To temporarily stop your campaign, click Pause under the Status column
  7. To reactivate a paused campaign, click Enable
  8. To permanently stop a campaign, click Archive
Shopee Facebook Ad Campaign Management Best Practices

Shopee Facebook Ad Campaign Management Best Practices

Now that you have completed your Shopee storefront’s necessary setup and integrated it with Facebook Ads, what comes next?

There are several pointers if you want to make Facebook Ads more engaging. To make as many customers see your ad, ‘engagement” is of utmost importance, as higher engagement could lead to higher conversion.

Here are some pointers from Facebook:

  • Make your creatives (whether photo or video) mobile-friendly by making them vertical or square. Most people who shop through Shopee use their phones vertically so that you can maximise the real estate screen through a vertical creative.
  • Use less text on images. When you use text on your image, try a smaller font and fewer words to lower the proportion of text in an image. We’ve found that images with less than 20 percent text perform better, though there is no limit on how much text you can use in your ad image.
  • Shorten text. People on Facebook and Instagram tend to scan quickly. It took 2–3 seconds for 2 out of 3 for people to see and cognitively recognise desktop ads compared to 0.4 seconds on mobile.
  • Add multiple images using the carousel format. A carousel allows you to show several images for people to scroll through at the same cost. Maximise your ads by putting in as many products and images as possible.
  • Add movement. Ads with movement stand out in Feed.
  • Stories ads are good formats. Easily make them through the free templates that can automatically animate your ad. Don’t be afraid to edit the colours, images, and fonts. If you’re more comfortable, you could also try free apps.
  • Create timelapse and loop videos.
  • Direct your customer to convert through calls to action (CTA) buttons. Facebook and Instagram ads offer a number of CTA options. These buttons draw attention and encourage people to engage and convert through your ad. Try experimenting with the different CTA buttons for various ad objectives and formats. And when you find the CTA buttons that audiences respond to, double down on that.

Having Facebook ads accessible through the Shopee Seller Center is a welcome addition to the growing interconnectedness of marketing and e-commerce platforms. Through this, many e-commerce brands could grow their businesses further.

Wrapping Up

In conclusion, Shopee Advertising offers a range of ad types that can help boost your sales and grow your business on the platform. Whether you want to increase product visibility, drive traffic to your shop, or reach new customers, Shopee Ads has covered you.

At Locad, we understand the importance of advertising to drive sales and growth for e-commerce businesses. That’s why we offer end-to-end logistics and fulfillment solutions for e-commerce companies in Southeast Asia, helping businesses optimise their operations and focus on what they do best – selling and growing their business.By leveraging the power of Shopee Advertising and partnering with Locad, you can take your e-commerce business to the next level and achieve your goals. So what are you waiting for? Explore the different types of Shopee Ads and see how they can help your business succeed.


What are Shopee Ads?

Shopee Ads are a suite of advertising options available to e-commerce sellers on the Shopee platform in Southeast Asia, including search ads, shop search ads, and off-platform ads.

How do I set up Shopee Ads?

To set up Shopee Ads, create a Shopee seller account and navigate to the Shopee Ads section of your seller dashboard. From there, you can select the type of ad you want to create and follow the instructions to set up your campaign.

How do I choose the right keywords for my Shopee Ads?

To choose the right keywords for your Shopee Ads, you should start by brainstorming a list of relevant keywords and then use the Shopee Ads keyword research tool to refine your list based on search volume and competition.

How do I measure the success of my Shopee Ads?

To measure the success of your Shopee Ads, you should track key metrics such as impressions, clicks, and conversions. You can do this through the Shopee Ads dashboard or by integrating your Shopee Ads with a third-party analytics tool.

How do Shopee Off-Platform Ads work?

Shopee Off-Platform Ads is an advertising option allowing you to promote your Shopee products outside the Shopee platform, such as on Facebook or Instagram. These ads are created and managed through the Shopee Ads dashboard and can target specific audiences based on location, interests, and behaviour.

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