Imagine your Shopee store as a dormant volcano, with platform-wide advertising serving as the precise detonator for explosive growth. Struggling with advertising spend that flows like water while orders trickle in? Still groping in the dark about Shopee's advertising mechanisms? This comprehensive guide reveals the latest strategies for Shopee's platform-wide ads, transforming every cent of investment into tangible orders and making doubled ROAS an achievable reality.
Step 1: Understanding ROAS - The Foundation of Successful Advertising
To navigate Shopee advertising effectively, two critical concepts must be mastered: ROAS (Return on Advertising Spend) and Target ROAS. These serve as compass and heading for your advertising journey.
ROAS: Your Advertising Profitability Barometer
ROAS measures the return generated per advertising dollar spent. Higher values indicate greater conversion efficiency and profitability.
Example: A $1,000 ad spend generating $5,000 in sales yields 500% ROAS - $5 returned for every $1 invested.
Step 2: Choosing Your Advertising Model
Shopee currently offers two advertising approaches, each suited to different seller needs:
1. Custom ROAS: Precision Control for Steady Growth
This model allows manual setting of target ROAS and budget, prioritizing high-conversion buyers with stable order values. The algorithm dynamically adjusts bids to approach your target, ideal for cost-conscious sellers and established products.
2. Automatic Bidding: Intelligent Acceleration for Rapid Scaling
The system predicts ROAS and auto-allocates bids based on historical data, focusing on sales velocity. Simply set daily budgets without ROAS targets, perfect for new product launches or short-term sales bursts.
The ROAS-Traffic Balance
Higher ROAS settings deliver precise but lower traffic volume, while lower ROAS settings broaden reach at potential conversion cost. Shopee benchmarks indicate:
- ROAS=3.4 outperforms 80% of comparable ads
- ROAS=5.0 outperforms 50%
- ROAS=6.1 outperforms top 20%
Step 3: Comparative Analysis of Advertising Models
Goal Setting: Stability vs. Velocity
Custom ROAS emphasizes cost control with flexible budgets, while Automatic Bidding prioritizes sales growth with system-adjusted ROAS targets requiring daily budget limits.
Ideal Product Applications
Custom ROAS excels with:
- Mature, high-repeat-purchase products
- Low-margin items needing volume growth
- Long-term campaigns requiring risk control
Automatic Bidding suits:
- New product testing with limited exposure
- Short-term sales surges for core products
- Emerging bestsellers needing market capture
Step 4: Advanced Advertising Strategies
1. Campaign Duration: The 14-Day Rule
New product ads require minimum 14-day runs for system learning. Avoid excessive adjustments:
- Limit daily budget changes to ≤3
- Maintain ≥7-day intervals between ROAS adjustments
- Keep single adjustments ≤20%
Performance-Based Responses:
- High conversion + high clicks: Increase budget
- High conversion + low clicks: Optimize keywords/images
- Low conversion + high clicks: Refine product pages/pricing
- No conversion + ineffective clicks: Consider pausing campaigns
2. Model Selection Guidelines
For Automatic Bidding:
- >100 clicks with ROAS below target: Switch to Custom ROAS with higher targets
- <100 clicks: Assess product potential before continuing
For Custom ROAS:
- <100 clicks with ROAS met: Lower targets to increase exposure
- <100 clicks with ROAS unmet: Re-evaluate product competitiveness
- >100 clicks with ROAS exceeded: Maintain current strategy
3. Optimization Techniques
- Low clicks + low ROAS: Improve thumbnails and keywords
- High clicks + low ROAS: Refine product pages and pricing
- High clicks + high ROAS: Scale successful campaigns
Sustained Shopee advertising success requires methodical strategy and continuous optimization. These principles, combined with disciplined execution, can transform your store into a consistent revenue generator.