How to set up the Shopee audience setting function? Why use it?

Shopee's contextual ads can prioritize merchants' products to buyers who are most interested in the products. They are usually displayed in the "Similar Products" and "Guess You Like" sections on the product details page, as well as the "Daily Discovery" section on the Shopee homepage. Now, merchants can "set audiences" for contextual ads to improve the effectiveness of ads.

Note: This feature is currently in the testing phase and is only available to some sellers.

1. Why should I use the Audience Settings feature?

Audience settings can help Shopee merchants target buyers who are most interested in the merchant’s products and stores, thereby increasing the conversion rate of advertisements.

If the merchant does not set a target audience for the contextual advertisement, the advertisement will be displayed to a wider range of buyers, gaining higher exposure, and such buyers will still have a higher purchase intention. (Because the basic algorithm of contextual advertisement is to deliver advertisements to buyers who may be interested)

2. What kind of tags can be added to "Audience Settings"?

Merchants can optimize the audience of related ads based on the following tags:

1. Age and gender

Target your ads to buyers in a specific age range/gender. For example, if you sell business dresses, you can set the target audience to women aged 22-45.

2. Region

Advertisements are placed to buyers in areas where merchants can ship smoothly.

3. Interest categories

Ads are delivered to sellers who are interested in a specific category (based on buyers’ past browsing and clicking behavior). For example, if a merchant sells mobile phone accessories, the merchant can target buyers who are interested in the mobile phone and mobile phone accessories categories.

4. User Behavior

(1) Targeting people who have a high order rate on the Shopee platform in the past, for example:

Viewed similar products

Viewed items in my store

Added my item to cart

Purchased items from my store

(2) For buyers who have these behaviors, Shopee will use more competitive bidding methods

3. How to use the "Audience Settings" function?

If you want to use Audience Settings, make sure you don’t have Auto Optimization turned on.

Directions:

1. Select the product you want to advertise and turn off the "Automatic Optimization" mode

2. Click "Add advanced settings"

3. In Audience Settings, add age, gender, region, interest category, and user behavior tags

4. Click "Confirm Release"