Shopee advertising skills, what are the advertising strategies?

To do well on Shopee, you need to make necessary investments. In addition to regular promotions, you also need to spend money on advertising to increase product exposure so that the product can get more attention. Below, we will share with you some tips on how to place Shopee ads.

There are two types of advertising strategies: pursuing ROI and pursuing traffic. Pursuing ROI means: the return on investment needs to be guaranteed, and the advertisement does not need to quickly drive the traffic of the entire store. Pursuing traffic means: I want to quickly drive the traffic of the entire store, and the return on advertising investment can be appropriately reduced.

1. Pursue ROI

Adopt a wide-net strategy: It is recommended to advertise all products in the store. You can do this in batches, and start by advertising at least 20 products that have good sales or that you are very confident in.

Word selection: For each product, select 3-5 words that buyers are most likely to use to search for this product. For the products in the figure below, the words they can use for advertising are shown in the following table:

Bid matching: After each product selects the appropriate word, the platform’s lowest bid + broad matching mechanism is adopted.

Daily adjustments:

For words of products that have already been sold, increase the price gradually in the smallest steps while ensuring ROI.

If the ROI is lower than the gross profit margin, check which words buyers used to enter the product in the past 7 days under broad matching, keep the words that are relevant to the product, turn on precise matching, and bid the same as broad matching, and also change the original broad words to precise matching.

Weekly Adjustments:

If there are products with 50 clicks but no orders in the past week, there must be something wrong with the listing. Find the problem and optimize it. If you can’t adjust it, just stop the advertisement.

For products that did not receive 50 clicks in the past week, you can add some related keywords and test again. If not, stop advertising.

2. Pursue traffic

Sellers who open stores on Shopee can advertise potential products with competitive average order value and styles.

Word selection: boldly expand other word roots, and combine them with modifiers around the expanded word roots. Refer to the market weekly report, the titles of hot-selling products, and the keyword recommendations of the seller's backend. The word roots are big words, with more traffic and significant expansion effects; long-tail words have less traffic and are not cost-effective.

Bid matching: Because you need to occupy the advantageous ad positions and obtain sufficient exposure, clicks, and conversions. Therefore, in order to make your ads rank higher, it is recommended to set the opening price slightly higher than the market average, and then increase the price in stages according to the situation.

You can first use broad matching to attract more traffic, and then if the effect is good (clicks, conversions, etc.), the words that are ranked high in the ad space can be accurately matched.

Adjustment:

The click volume increases; the conversion rate is high, the order is placed quickly; the price, sales volume, listing, etc. are more competitive than the products around the ad slot and the products in the previous ad slot. Then increase the bid in the smallest unit or increase the bid as appropriate.

If the number of clicks keeps decreasing, there are no orders for 7-14 days, and there is no advantage over the products around the ad slot or the previous ad slot, then lower the bid or stop advertising.

It doesn’t mean that if we place advertisements, we can bring profits to the products and stores. This is not certain. Whether the profits can be increased depends on the effectiveness of the advertisements. Therefore, advertising requires skills, and everyone should pay attention to summarizing experience in this regard.