(2022!11!03) Always-On Strategy For Festive Season

Always-On Strategy For
3 November 2022
SPEAKERS
Vinh Pham Binh Le Hang Ha Hieu Dam Tuan Anh

Account Strategist, Vietnam Head of Ecom Ecom Manager Brand Manager Performance Lead
Google APAC GroupM Vietnam ABI Vietnam ABI Vietnam Publicis Vietnam
Hien Dang Johnny Tran Nhu Tran Helly Le Ngoc Tran

Agency Partner Lead Product Management Lead Off-site Media Planner Affiliate Media Planner Shopee Ads Media Planner
Shopee Marketing Solutions Shopee Marketing Solutions Shopee Marketing Solutions Shopee Marketing Solutions Shopee Marketing Solutions
1 E-commerce Consumer Insights For Festive Season
2 Google Sharing
AGENDA 3 Meta Sharing
4 Shopee Media Agencies Partners & Holistic Campaigns
5 Festive Season Always-on Strategy

Lucky Draw
Contact: Marketing Solutions team (marketingsolutions.vn@shopee.com)

E-commerce Consumer Insights
With a shift in consumption pattern and advancement in
technology, marketers need to relook at their strategy
Consumers shop all year long, Machine learning, coupled with always-on
regardless of seasonal peaks. strategy, improves campaign efficiency.
SEA consumer interest does not only occur during seasonal
peaks. It is always-on throughout the year
SEA Category Search Interest vs Seasonality
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Always-on campaign is essential to capture the build up of
category demand before the Q4 shopping festivals
Data source: Google Search Data

Note: Seasonality proxied based on marketplaces brand searches
Shopping online becomes a monthly habit. Over half of SEA
consumers shop for at least 2-3 times a month
Online Shopping Frequency
Data source: External Survey with Kantar Profiles, Q4 2021

Consumers also search and add to cart for occasion-related
purchases early, more than 1 month before the festive day
% Online Shoppers Start Searching for CNY / Tet % Online Shoppers Start Adding To Cart for CNY / Tet
Purchases by Time Period Leading Up to D-Day Purchases by Time Period Leading Up to D-Day
of online shoppers start searching of online shoppers start adding to

32% for purchases more than 1 month
before D-Day
34% cart more than 1 month before
D-Day
Data source: Shopee User Survey: LNY/CNY/Tet 2022, Q4 2021

Those who plan to spend more via e-commerce platforms is
skewed towards Males aged 19 and above
Gender Age
How do you think your spending will change in the upcoming 2022 Tet compared to 2021?
Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

12
Those who plan to spend more via e-commerce platforms is also
skewed those with a low-mid income and reside in Other Southern
Regions/ Hanoi/ HCM.
MHI Region
How do you think your spending will change in the upcoming 2022 Tet compared to 2021?

Buyers are likely to spend specifically because of Tet and are likely to spend
more than usual in Fashion and Beauty & Personal Care.
Likelihood of spending specifically Categories buyers are likely to spend more than usual on
because of Tet in the upcoming Tet
For the upcoming Tet, which of the following categories are you likely to spend more on compared to the usual? Please select all that apply.

Similarly, most buyers add to cart for Fashion/ Beauty & Personal Care
products >1 month before Tet eve.
Point at which add to cart for Tet 2022 purchases usually starts
How far in advance do you usually start adding your Tet purchases to cart?

Affordable delivery, sale for products on one’s Tet wishlist and having attractive
Tet promotions are important when shopping on e-commerce for Tet.
Consideration factors when shopping for Tet on e-commerce sites
Which of the following factors are important to you when shopping for the Tet on E-commerce platforms? Please select all that apply.

Grabbing giveaway vouchers and looking out for flash deals are popular
engagement touchpoints in the upcoming Tet.
Engagements touchpoints with e-commerce platforms during Tet 2022
How do you intend to engage with E-commerce platforms during the upcoming Tet? Please select all that apply.

Mechanics like providing free shipping vouchers can also motivate buyers the
most to make purchases on e-commerce platforms.
Promotion mechanics that encourage purchase on e-commerce platforms

during upcoming Tet
Which of the following promotion mechanics would encourage you the most to make purchases on E-commerce platforms during the upcoming Tet season? Please select all that apply.

An always-on strategy trains machine learning and tests
campaign elements to get ready for sales season
Brands ran ads with Brands ran ads without
always-on strategy always-on strategy
1 Gain incremental ROAS during BAU Average ROAS Average ROAS
4.8X ROAS to be gained during BAU

period. High ROAS as CPM is 5% lower as
compared to mega sales period. BAU Mega Sales 1 Mega Sales 1
2 Drive ROAS further during Mega Sales Average ROAS Average ROAS
5% uplift in ROAS seen when brands

adopt always-on strategy. System is able to
optimise campaign for higher returns as Mega Sales 1 Mega Sales 1
machine learning takes effects.
Data source: Shopee Internal Research, Experiment is conducted with 5 brands running Facebook Collaborative Ads campaign in PH and VN during
20
Apr-June 2022
The learnings gathered from the previous sales campaign
continue to drive better returns in the next campaign
Brands ran ads with Brands ran ads without
always-on strategy always-on strategy
3 Continue to reap ROAS during BAU Average ROAS Average ROAS
High ROAS sustains after mega sales due

to machine learning and always-on
demand. Consumers are still purchasing
after mega sales. Mega Sales 1 BAU Mega Sales 1
4 Maintain high ROAS for next Mega Sales Average ROAS Average ROAS
No impact on ROAS performance during

mega sales even if brand has continuous
visibility for the past 7 weeks.
BAU Mega Sales 2 Mega Sales 2
Data source: Shopee Internal Research, Experiment is conducted with 5 brands running Facebook Collaborative Ads campaign in PH and VN during
21
Apr-June 2022
Success Story: An always-on On-Platform Ads strategy enabled
Heinz to further boost ROAS during 3.15 mega sales campaign
Shopee On-Platform Ads The Results (Feb - Mar 2022)
Ad Spend
To further boost ROAS during key
campaign sales, Heinz ran always-on Increase in ad spend
Consistent ad generates higher ROAS
with Shopee On-Platform Ads in
Indonesia between Feb and Mar 2022. spend during 2.25 (Payday
Sale), 3.3 and 3.15
Use a variety of ad types: (Consumer Day Sale)
Product Search Ads and Feb Mar
Discovery Ads
Use both Auto Selected ROAS

Keywords and Manual
Keywords for Product 23.7
Search Ads Average
Return on Ad
Use Auto Optimisation for Spend (for 2.25,
Discovery Ads 3.3 and 3.15)
Feb Mar
Success Story: Pampers gained incremental conversions by
consistently running Facebook Ads with Shopee
Facebook Ads with Shopee Campaign Setup & Key Results
To evaluate the effectiveness of an Test: Brand ran ads with always-on strategy
always-on strategy in increasing Duration: 21 Apr - 30 May 2022
ROAS, Pampers conducted an 5.5 Campaign Period The test group
experiment with Collaborative Ads results revealed that
Budget
leading up to 5.5 sales in Vietnam. by running always-on
ads (both during BAU
Spike ad budget up and campaign
starting from D-1 periods), Pampers is
Apr May able to achieve:
Control: Brand ran ads without always-on strategy
Use clear product Duration: 29 Apr - 5 May 2022
image and visible 9.87 ROAS
promo mechanics in ad 5.5 Campaign Period
during BAU days
Budget
copy and headline
Create prospecting,
4% uplift in
retargeting and D-Day ROAS
cross-sell campaigns
Success Story: Roborock optimized mega sales conversions in
the long term via always-on Google Ads with Shopee
Google Ads with Shopee The Results (Oct 2021 - Jan 2022)
To maximise conversions during ROAS

mega sales campaigns, Roborock
utilised an always-on strategy via
Google Ads with Shopee in Thailand
from Oct 2021 to Jan 2022.
Complement Shopping Ads

with Search Ads and
Display Ads
Oct’ 21 Nov’ 21 Dec’ 21 Jan’ 22
Use 'Maximize Conversion

Value' bid strategy for both Increase in
Shopping and Search Ads 36% Average Return on Ad Spend
(Jan’22 v.s. Oct’21)
Ensure that products comply Increase in

with Google advertising
policies
2.6X Conversion Rate
(Jan’22 v.s. Oct’21)
Success Story: Innisfree boosted mega sales outreach with
consistent investment in Shopee Affiliate Marketing Solution
Shopee Affiliate Marketing Solution The Results (Jan 2022 - May 2022)
ROI
To sustain a fresh flow of
customers, Innisfree Singapore Consistent, high ROI
adopted an always-on strategy with
Shopee Affiliate Marketing Solution
11.2
(AMS) from Jan to May 2022. Average
Innisfree also increased ad budget Return on
on key campaign days, enabling Investment
them to maximise sales potential
and achieve a stable, high ROI. Jan Feb Mar Apr May
Budget
Go with recommended
Using March as an example, Consistent ad
commission rate by
spend coupled with
cluster & market spikes during key
campaign dates,
Offer higher such as 3.3, 3.15
commission rate on key (Consumer Day
campaign dates Sale) and 3.25
(Super Shiok Sale)
3.3 3.15 3.25 Example of cashback partner: ShopBack
How to maximize sales in the
2022 Mega Sales Season Vinh Pham
Account Strategist, Vietnam
Google APAC
Contents
5 Human Truths about Shoppers

to Guide Year-End Planning
How can Google Ads with Shopee help

brands & sellers during 2022 Mega
Season
Best Practices to maximize sales

during the 2022 Mega Season
Human Truths about SEA Shoppers
1. 2. 3. 4. 5.
SEA shoppers SEA shoppers rely on SEA shoppers are Approach to SEA Shoppers still
are more price more factors other conduct their Shopping is Multi rely on Google and
sensitive with than price in research on Dimensional for YouTube to verify
inflationary deciding what and Shopping Festivals SEA Shoppers their purchase
backdrop where to buy way ahead of time decisions
Human Truths
Shoppers are more Price Sensitive against inflationary backdrop. Free Shipping &
Free Returns viewed as the most interesting deals and promotions during Shopping Festival
“Pay Later” Related Search Volume in SEA-6 Most Interesting Deals and Promotions in SEA-6 for 6.6
360% growth (Jan ‘19 - Jun ‘22) % of surveyed participants who selected the following Deals & Promotions
67% Free Shipping / Free Returns
49% XX% Discount
45% Vouchers / Coupons
38% Buy One Get One Free
27% Flash Sales / Product Giveaways

(Q48) [Promotion Types ] - Which of the following types of deals/promotions are you interested in the
most? Please rank your top-3 choices by clicking on the circles from most interested in (1), second
most interested (2), and third most interested (3).
Source: Google Internal Data, Google/IPSOS Double Day Sales Events Study, Wave 1 - 6.6 Sales Event, ID/PH/TH/VN, n=1000 past 48 hrs double day sales event shoppers per market, 18+ (21+ in ID)
Human Truths
Shoppers rely on more factors other than price in deciding what and where
to buy during Shopping Festivals
Most Important Factors for 6.6 Sales Event Shopping
20%
% of surveyed participants who selected the following factors
“Deal”
64% Free Shipping
+
AIS Hot Deal
Great Deals Singapore
62%
Chope Deals
Buying Authentic Products Great Deals
61% Detailed Product Information

“Authentic”
+ 14%
Original
Price of Original Jordan Shoes
59% Easy and Free Returns Vans Authentic
Original Nike Shoes
56% Knowing I got a good deal

(Q47) [Sales Event Importance] - How important are each of the following to you when it comes to
shopping for the 6.6 sales event?
“Discount”
+ 7%
Shopee Discount Code
Beyond Price, marketplaces need to provide Convenience and Discount Price
inspire trust in Products Authenticity during Shopping Festivals Foodpanda Discount
Discount Code Lazada
Human Truths
Shoppers do their research on Shopping Festivals way ahead of time, and

shop around before a decision is made
6.6 Indexed Search Volume in SEA-6 (Indexed at Peak)
90%
66% Of the surveyed 6.6 shoppers indicated that their
Of 2022 peak 6.6 searches happened before purchases were planned and researched
the day
60%
Of 2021 peak 6.6 searches happened before
91%
Of the surveyed 6.6 shoppers started thinking
the day
about the items they were shopping for within a
month of the sales event
6.6 Shopping Festival in 2022 saw slightly
75%
earlier search behaviour ramp up
compared to 2021
Of the surveyed 6.6 shoppers visited more than

one marketplace website while shopping
Methodology: 6.6 searches from T-15 to T-1, divided by Overall Sum of 6.6 searches from T-15 to Actual DD
Evolution of Shopping Festival Human Truths Category Trends
Shoppers approach to Shopping has become more multi-dimensional since reopening
While Retail Searches have decrease on the platform, retail searches on

Google Maps have been growing across SEA-6
Google Search
75%
-9%
Decline since
Of the surveyed 6.6 shoppers visited more than
one marketplace website while shopping
33%
reopening
(Jul 2021 vs Feb 2022)
Of the surveyed 6.6 shoppers visited both a

marketplace and store/brand website
Google Maps
+35%
Growth since
reopening
(Jul 2021 vs Feb 2022)
Retail Map Searches

67%
Including Brands e.g. Nike, H&M, Ikea… Of the surveyed 6.6 shoppers reported visiting
and Products e.g. shoes, shirts…
in-store
Human Truths
Shoppers still heavily rely on Google and

YouTube to verify their purchase decisions
Platform Usage for 6.6 Sales Event Shopping
87% used Google Search 44%

Uses YouTube for
Ratings & Reviews
75% used YouTube
50% used Google Maps
Source: Google/IPSOS Double Day Sales Events Study, Wave 1 - 6.6 Sales Event, ID/PH/TH/VN, n=1000 past 48 hrs double
day sales event shoppers per market, 18+ (21+ in ID)
Human Truths
Summary: Human Truths about SEA Shoppers
Key Insights Opportunities & Implications for 2022

Influence creatives to highlight price competitiveness
SEA shoppers are more price sensitive with inflationary
during shopping festivals. Offer free shipping and free
1 backdrop. Free Shipping & Free Returns viewed as the most
returns tags during shopping festivals to drive
interesting deal and promotion during Shopping Festivals
consideration
SEA shoppers rely on more factors other than price in

Drive association with Trust and Authenticity through
2 deciding what and where to buy during Shopping Festivals.
brand activity channels prior to and during Shopping
Authenticity and Easy/detailed product information are
Festivals
crucial as well.
Be present on the consumer research journey to
SEA shoppers do their research on Shopping Festivals way
3 ahead of time, and shop around different platforms before
highlight the best deals and offer visibility on upcoming
deals and offers
making a decision
SEA shoppers approach to Shopping Festivals have become Opportunity to explore omni-channel approach during
4 more multi-dimensional. Omni-channel retailing gaining Shopping Festival through offline channels
traction with reopening backdrop
Product reviews remain crucial for SEA shoppers.

SEA shoppers still heavily rely on Google and YouTube to YouTube remains top choice for shoppers product
5 verify their purchase decisions. YouTube in particular is exploration. Leverage on YouTube as a channel to drive
used heavily by shoppers for ratings and reviews consideration.
Proprietary + Confidential
Google Ads with Shopee

The Flowers The Branch The Trunk The Root
Introducing Product Feeds in Video action campaigns
Seeing is believing: Complement your video action ad with compelling product imagery
that expands in a panel below your video
Powered by your Google Merchant Center: Pull in product images and information
directly from your GMC
Harness the power of value bidding such as tROAS, max conversion and tCPA to maximize
your conversions
On average, advertisers that add product feeds to their Video action

campaigns achieve over 60% more conversions at a lower cost1.
1Global, March 2021. Compared 941 campaigns that added product feeds versus without product feeds.
Introducing Creator Promotion

CREATORS KNOW THEIR AUDIENCE BEST
of consumers trust creators

more than advertisers
or traditional celebrity
endorsements.1
Forbes, “Influencers Are The New Brands,” Oct. 20161

Bring your showrooms directly to customers by using

Creator Promotions
Video
Commerce
Creator Promo
Creator Promotions helps you amplify the reach of your branded content by promoting it as a YouTube Home
feed ad.
1. Surfaces brand name on home feed and on watch page, a less interruptive ad experience for the user.
2. Clear Call-to-action Button on the creator video, drive outcomes like website visits, actions and sales
3. Amplify positive brand sentiment with creators
EXTERNAL
CASE STUDY
First time ever in VN

Empower the influence of
Creator to drive beyond
edutainment, a better ROAS
for 11.11 campaign
7.4M 110%
Reach ROAS
X
Source: Google Ads (CID: 732-467-6021) | Nov 9 - Nov 30
PMax (Retail) expand beyonds Shopping Ads & find the find the
right user on the right channel at scale

PMax (Retail) reaches users on the Search, Search Partners, the Display Network, YouTube and Gmail.
Google Ads with Shopee | Performance Max for Retail
Pilot Scope
27 Brands participated in a pilot ran in Philippines, Singapore and Thailand for 56 days.These brands are from the following 3 categories, namely FMCG,
Electronics, and Fashion. In this pilot, the same daily budget and conversion setting was set across all brands.
Best Practices for Brands & Sellers

PMax for Retail Campaigns
● Activate the campaign for all products to allow
unlock 3.38X incremental Google’s algorithm to select the most relevant
product in the ads
ROAS for Shopee sellers in SEA
● Ensure that your product listings' first image is
through Google Ads with Shopee. clean and complies with Google Shopping Ads
Policies
● Run the campaign for 6+ weeks with a minimum
budget of USD $30/day
Business challenge
Can Performance Max help unlock incremental traffic & The results (Performance Max vs. Shopping Campaign)
sales with increased efficiency? With the substantial increase ROAS and Conversion rate, the pilot indicates that Performance Max
performs well across categories, Performance Max is the best practices* to drive ROAS, conversion
rate, traffic, and sales.
Key Insights Pilot results from 27 advertisers over the span of 8 weeks
3.38x 110%
PMax for Retail Campaigns unlock incremental
ROAS by maximising sales efficiently with simplified
& automated campaign management, and budget
Increase in Increase in
optimisation across formats & Google properties.
Avg. ROAS Avg. Conv Rate
Best Practices for maximizing
sales during the 2022 Mega
Season
Beauty of automation:
How L’Oréal won big
during mega sales
with Performance Max
L’Oréal
Vietnam
Video case study

Think with Google article
CASE STUDY - L'Oréal The Flowers The Branch The Trunk The Root
L’Oréal booms up 4.1x increase

in ROAS with Performance Max
for Retails
“At L'Oréal Vietnam, we are always open to testing and learning to
unlock new Ecom opportunities and deliver business results. We
believe that Google Performance Max solution is the bridge that
connects all Google channels to achieve higher conversion
optimization with cost efficiency."
Tien Dang
Head of Consumer Products Division – L’Oréal Viet Nam
Results
338% 4.1x
ROAS ROAS
13x
Conversion Rate
in December from Nov to Dec from Nov to Dec
CASE STUDY
The challenge
Headed to the Tet 2021, Vietnam’s largest gifting season, Mondelez aimed to
Mondelez VN leverages capture this gifting spirit online by driving traffic and generating online sales on
Mondelez Kinh Do’s official store on Shopee. Using exclusive seasonal bundles
Google Ads with Shopee across their brands such as Oreo, Lu, Cosy, AFC, Solite and Hampers, Mondelez
to drive online sales

wanted to maximize the opportunity to drive their eCommerce revenue growth,
and eventually diversify their source of traffic and and further improve their ROAS
during Tet gifting season online.
The approach
Mondelez Vietnam is the 1st market to pilot the Google Ads with Shopee solution
for Mondelez in SEA. Using a test and learn approach, Mondelez and Spark
Foundry identified Tet as a key season to pilot both Search and Google Shopping
vn.mondelezinternational.com • shopee.vn/kinhdo_official_store campaigns. By leveraging Shopee’s product feed and testing multiple variations
of SKUs, bundles and exclusive seasonal offerings, Mondelez was able to acquire
“ Covid and social distancing with minimal physical

contact have paved the way to Ecommerce growth
customers into their Shopee store during this festive period. Alongside Google
Ads with Shopee, brand campaigns were also executed to capture share of voice
and high visibility for their brands in the market.
across categories. Capturing this trend, MDLZ have
agile plans to quickly adapt to new Ecommerce
approaches on media to further strengthen our The results
+42% +192%
leadership in Biscuit on Ecommerce. Thus, Google Ads Orders on Shopee Orders on Shopee
● +8pp better ROAS vs benchmark
with Shopee solution is a suitable test and learn vs Tet 2020 vs BAU
● +42% (vs Tet 2020) and +192% (vs BAU) increase in orders on Shopee
approach to drive online sales during our Tet gifting
+8pp
● +41% (vs Tet 2020) and +188% (vs BAU) increase in Shopee store
season. The promising results were recorded on
visits
online order growth through this pilot campaign
thanks to close cooperation between Spark, Google This pilot campaign has shown the immense impact of Google Ads with Shopee, Better ROAS
“”
and MDLZ team. and how it can drive incremental sales and capture the ever growing demand
vs benchmark
- Trinh Thi Hoa Anh, Media Lead online.
© 2021 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC.
All other company and product names may be trademarks of the respective companies with which they are associated.
Mega Campaign Readiness is key to ensure success
Feed Health Automation Budget Headroom
Your campaigns are using Your campaigns have budget

Most of your SKUs are approved
automated strategies headroom, they're not budget
Keep improving on your feed health by using some of
the best practices on the next page. Keep using automated bidding and Performance Max constrained
(retail) campaigns as you launch new campaigns for Continue to monitor budgets through OptiScore
the mega campaigns. recommendations and Performance Planner as
demand increases
Feed Health Automation Budget Headroom
Many of your products are You’re almost there… Your campaigns are budget constrained
disapproved Some of your campaigns aren’t using automated Allow enough headroom for increases in mega
bidding strategies. To fix this, consider using campaign demand by increasing budgets and ensuring
Go to your Shopee Seller Center to updated images or Performance Max (retail) campaigns and Max proper budget utilization. Use ROAS targets to ensure
reach out to Google / Shopee support for help Conversion Value or tROAS bidding for Search. your business goals continue to be met.
Leverage
Boost Search
Sales & PMax
on your (Retail)
Shopee storetogether to boost performance
Reach the most relevant customers with ease across Google’s suite of ad networks with Performance Max Drive
even higher conversion volume by adding Search campaigns to your Campaign mix.
According to Google -Shopee joint-experiment, adding y% Search budget to existing accounts with SSC
campaigns will increases account conversions by 2y%, while maintaining the same ROAS, Conversion rate
and Budget utilization*
PMax (Retail) Search Campaign
Recommend to follow Search Excellence:

Include all products and use Maximize
- 2 Ad groups: 1 with 2 ETA + 1 RSA and 1 with DSA
Conversion Value bidding - Broad match brand and product keywords
- Maximize Conversion Value bidding
*The experiment was conducted with 27 brands from 3 countries participating and in a duration of 6 weeks
Pace your
Boost budget
Sales before,
on your during
Shopee and after D-Day
store
1 Before using Double Day (D-day) budget adjustments, first consider to run the D-day campaign
for at least 18 days before D-day to ensure the campaign has at least 2 weeks for learning
Set an appropriate budget to capture demand and start to accelerate budget 3 days before D-day
2 (highly recommend for those advertisers with minimum budget $15/day and 50 Ready to serve
SKUs)
Day D-4 and BEFORE Day D-3 Day D-2 Day D-1 D-day Day D+1 Day D+2 and AFTER
Budget= Budget= Budget= Budget= Budget =

Normal budget Normal budget
[D-4] +10% [D-3] +10% [D-2] +20% [D-1] +40% [D-3]
3 Previous study* showed that this budget accelerating method drives 80% higher ROAS, 76%
higher Conversions and 51% higher Conversion rate for most of the advertisers across
markets with only 10% increase in cost
*The study was conducted by Google and Shopee in Dec 2021 with 27 brands participating from 3 countries and across 3 categories using Smart Shopping Campaign. The study results
used median ROAS, conversion and conversion rate
IncludeSales
Boost assets
oninyour
yourShopee
PMax campaigns
store
● Text:
○ 3 x 30 character headline
○ 2 x 90 character descriptions
○ 1 x 90 character headline
● Image:
○ 1 x 600x316 Landscape
○ 1 x 300x300 Square
○ 1 x 128x128 Logo
○ Recommended: 1200 × 628
○ Max file size: 5,120KB
● Video:
○ 1 x 15 - 30s creative
○ Note: Should video upload be skipped during campaign creation,
Google will create an auto-video based on Text & Image Inputs. To
opt out of this feature, please reach out to your Google POC, opt
out takes 5 business days to complete.
Thank You
54
MEDIA AGENCIES PARTNER INTRODUCTION (SMAP)
Why leading agencies partner with Shopee?
Shopee Media Agencies Partner Program equips our partners with in-depth knowledge and skills to
maximise the return on investment of their brand clients’ overall marketing spend.
Be recognized as Shopee’s
official partner and be awarded
03 the partner badge
Be equipped with in-depth

knowledge of Shopee
Marketing Solutions to
serve clients better
Be the first to know about latest
Exclusive trainings, insights
and best practices sharing 01 02 product launches to become the
pioneer in E-commerce
marketing
Advanced whitelist access to

new products
Overview Shopee’s offerings to Agency
C3. Conduct deep dive

offsite & onsite analysis
workshop for tops brands
What agency partners could benefit from SMAP program?
A. Training B. Sales & Marketing C. Product & Technical D. Commercial
- Build knowledge & - Introduce new business - Get in-time support - Get incentives by
expertise in ecommerce to agencies from Shopee team when investing more
marketing to provide issues arise
better services for their - Gain more industrial - Provide better offerings
clients insights for better media - Be one of the first to for their clients
planning know about new MS
- Be recognized as product launches
Shopee official partner
CASE STUDIES
FLAVOR
LAUNCHING
CAMPAIGN
BECK’S ICE xSTARCOM x SHOPEE

New Product Launching
Beck’s Ice Drove Traffic to Its Shop, Launch new flavor On Shopee Vietnam
Business Objective
Beck’s Ice to own confiding chill moment of GenZ

through Shopee platform through limited edition with
a new trendy, fashionable & outstanding yellow
design.
Shopee Marketing Solutions
On its grand opening day, Becks Ice utilized various

on-site and off-site marketing solutions to drive
awareness of limited product exclusively on
Shopee. It also provided engaging content through
Shopee Lottery Game to increase user’s attention
and run unique stickers to attract GenZ.
61
THE INTEGRATION
WORKING PROCESS
CLOSE WORKING & FEEDBACK LOOP
INTEGRATED PLAN TOWARD LAUNCH OBJECTIVE PLANNING
DEPLOY
COMMERCIAL BUILT KEY METRIC MEDIA MIX
SETTINGS PLANNING
ACHIEVEMENTS & KEY LEARNINGS TAKE OUTS
READY FOR THE NEXT

Fully Tap Into Shopee’s Users Journey During Launch Day
Awareness Consideration
Onsite banners CPAS by brand Livestream Shopee Search Ads & Affiliate
Voucher
Mall banners
63
The Integrated Solution Approaches Received Overwhelming Responses
Performance & Results
“
❏ The grand opening day
generated the highest number
of sales & orders compare with
BAU campaign. An integrated solution with an
all-in team members resulted in
❏ 3.4x received at order with high-performed campaign
limited product compare with dedicated to GenZ consumers.
normal.
Hieu Dam,
❏ 4.1x click to Beck’s Ice Mall Brand Manager, Beck’s Ice
Shop during campaign air along
with 300k interaction from
Shopee Game Banner.
❏ 190.2k Shopee’s user interact &

enroll the minigame on Shopee
Fanpage
64
FESTIVE SEASON
In 2022, Shopee strives to empower brands further with
Shopee Marketing Solutions to succeed in Mega Sales
On-Platform Solutions Off-Platform Solutions

Reach and connect with millions of Generate brand interest, capture
active Shopee users via a wide range of purchase intent and drive traffic from
on-platform products to boost brand diverse sources to brand’s Shopee store
visibility and grow user stickiness for conversion
Infrastructure
Enabling effective campaign setup, tracking and measurement
to support data-based decision making
We offer comprehensive, full-funnel marketing solutions to
drive greater success for your brand in 2022
Ad %
Shopee Ads Affiliate Marketing Solution Engagement Products Promotion Tools

Drive traffic and orders to your Expand brand presence through Connect with customers through Provide customers strong
products and shops on Shopee diverse types of affiliates livestreaming and more incentives to purchase
Offline Marketing Marketing Packages Data Service Creative Solutions

Increase brand’s offline exposure Drive holistic and integrated Enable machine learning and Provide ready-to-use creative
and awareness brand visibility with Shopee data-driven decision-making assets for co-branding synergies
Shopee Marketing Solutions have consistently delivered
strong results for our brands
increase in sales generated uplift in ROI from Shopee increase in number of brands
from Shopee Ads as On-Platform Ads as adopting Affiliate Marketing Solutions
compared to H1 2021 compared to H1 2021 as compared to H1 2021
Data source: Shopee Internal Data, H2 2021 vs. H1 2021

We keep innovating our solutions and strengthen our
ecosystem to help brands accelerate their growth
Innovate Shopee’s own solutions to help brands grow Strengthen our ecosystem to improve
and engage with their customers customer experience and grow sales
Shopee On-Platform Ads -

Display Ads
NEW Continuously improve
Collaborative Ads (CPAS)
features with deeper tech
integration with Facebook
Shopee Affiliate Marketing Solution -

Targeted KOL Optimize Google Ads
Performance with new
NEW Performance Max
■ KOL 1 ***** ✔ Campaign
■ KOL 2 ***** ✔
■ KOL 3 *****
Focus on testing during BAU and conversion during Mega Sales
BAU Mega Sales BAU
GOAL Build up audience pool for targeting and Utilise the most effective strategy to convert
retargeting during mega sales high purchase intent shoppers
● Test out different campaign setups and ● Teasing: Generate interest and
Review
optimisation strategies anticipation for upcoming sale
ACTIONS campaign
● Run across different campaign days to ● D-Day: Drive conversions
performance
gather learnings for mega sales
& Adjust
channel
MEDIA Experiment with different channels and evaluate ● Prioritise channels that drive conversion strategy for
PLANNING performance to determine ideal budget split ● Allocate more budget to cater to higher the next mega
between channels demand during mega sales sales
CREATIVE Conduct A/B test to find out the most appealing Incorporate urgency and discount messaging
PLANNING ad copies, creatives and formats into creatives to push for conversion
Run your campaigns continuously on onsite & offsite channels
BAU Mega Sales BAU
ONSITE
Search Ads: Search & Discovery Ads:

Optimise bids for ads and try new keywords Increase bids and budgets, especially for hero
and best performing SKUs
Search & Discovery Ads:
Set up new ads for new SKUs Shopee Live: Review
● Bring in guest (e.g. KOL) to drive hype campaign
Shopee Live: ● Use conversion tactics like buy & win, gift performance
Explore different live-selling styles and timing with purchase & Adjust
CHANNEL channel
strategy for
OFFSITE the next mega
sales
CPAS & GAS: Setup and maintain campaigns to CPAS & GAS: Scale up and optimise to drive
expand target audience base conversions
AMS: Offer recommended commission rate by AMS: Set product commission rate for key SKUs
cluster & market to be competitive to maximise campaign impact
Even pacing during BAU & accelerated pacing during Mega Sales
BAU Mega Sales BAU
Reduce budget
to BAU level to
prepare for the
Ramp up spending and apply the learnings from next mega sales
PACING BAU for the most optimal mega sales campaign
Spend consistently during BAU to determine
the best strategy from machine learning
D-14 D-Day
METRICS To drive store sales and revenue, monitor conversion metrics such as ROAS, Order and GMV
Shopee Ads
Boost traffic and conversion for your products and stores on Shopee
Shopee On-platform Ads Shopee Off-platform Ads

Drive on-site traffic to your product and store on Drive off-site traffic to your product and store on
Shopee through search and display Shopee through leading social and search channels
Shopee Shopee Shopee Display Ads Facebook Ads with Google Ads with
Search Ads Discovery Ads Shopee (CPAS) Shopee (GAS)
Facebook Ads with Shopee (CPAS)
Leverage personalized ads to deliver the right content to the right customer at the right time
What is Facebook Ads with Shopee?

Facebook Ads with Shopee allows brands to
serve personalised ads and drive sales
through Facebook, Instagram and its
Audience Network.
What are the benefits?

● Ads are personalised to maximize
relevance
● Brands are able to target and re-target
specific audience segment throughout
the marketing funnel
● Brands can optimise ads using lower
funnel conversion data
Carousel Ad Collection Ad
On average, Facebook Ads with Shopee delivers ROI of 2.9
across different categories
FMCG Electronics Fashion Lifestyle
3.09 3.9 2.3 2.3
Date source: Shopee internal data, Jan - Sep 2022

Disclaimer: Past ads performance are not indicative of future performance
|
Accelerate your store sales using Facebook Ads with Shopee
Coocaa has engaged Always on Facebook Ads with Shopee

since early 2022 to maximize performance by consistently 1.3x
capturing shopping demand across Facebook, Instagram and increase in shop GMV
Audience network. contributed by Ad
By leveraging Shopee’s product feed and testing multiple

variations of SKUs with exclusive seasonal offerings, Coocaa
was able to acquire customers into their Shopee store during 1.3x
Mega Sales Day 15.3 Increase in Return
“
on Ad Spend
Facebook Ads with Shopee allows Coocaa to connect

with millions of shoppers across Facebook and
1.7x
increase in
showcase our best-selling products through the dynamic Conversion Rate
ad format to achieve higher ROAS effectiveness at much
lower cost efficiency.
— Hồ Anh Tuấn, General Sales Manager
Private & Confidential 77

2 Types of CPAS Onboarding
A. Brand Managed B. Shopee Managed

Brand/Agency
in Brand’s Facebook Ads Account Shopee
Campaign Management
(feed sharing and conversion tracking support in Shopee’s Facebook Ads Account
by Shopee)
Billing Entity and Account Shopee
Brand/Agency (requires commercial agreement
Ownership
and budget from Brand)
Facebook Ads Formats Carousel + Collection Ads Carousel + Collection Ads
● Brands/agencies who have resource ● Brands who don’t have resource

Target Audience
● Wants full control over campaign ● Wants hassle-free execution
Reporting Directly in Brand’s Facebook Ads Account Shopee to share reports to Brands
Eligibility - Needs to have Shopee KAM
A1. Brand Portal*

Onboarding Shopee Local OM Team
A2. Onboarding Form
*Only applicable for brands and sellers who have access to Brand Portal
What are onboarding steps of Facebook CPAS?
Submit Onboarding Accepte Catalog Assign Account

Create Campaign
Request Shared by Shopee Access
Prepare necessary
information: Facebook
Business Manager ID, Ad Ensure the ad operation
Create product sets and
Account ID, Shop ID team obtains access to
Accept the catalog set up your campaign
both catalog and the ad
within 7 days after based on your business
1. Submit request on account assigned to run
receiving notification objectives to start
Brand Portal Facebook CPAS
running CPAS campaign
campaigns
2. Fill in the Onboarding
Form
Best Practices for Facebook Ads with Shopee
Adopt these best practices to elevate your campaign performance
Targeting Duration Ad Creative
Start with broad targeting to Scale up your campaign at Integrate co-branding into
allow Facebook to better reach least 3-4 days before D-day your Facebook CPAS ads to
relevant users leverage on Shopee’s brand
strength
Brand ran ads Brand ran Brand gradually Brand peaked

with broad v.s ads to only scaled up 7 v.s 1-2 days
targeting Shopee days before before D-day
audience D-day
ROAS is 15% higher ROAS is 2X higher Examples of co-branding

template
How to improve CTR & Ad Quality
Campaign Objective
Feature Shopee logo on ad
Budget and Campaign 1 to instantly capture the
Period attention of Shopee users
Targeting
Add Shopee sticker / label on
Optimize Event ad to inform shoppers clearly
2
on the purchase platform
Ad Placement
Bidding Use both static and video /

animated ad formats to
Optimization Window 3 deliver better ad engagement +
and conversion
Creative
Ad Text：Emphasis on Product Selling

4 Point (Sale/Free Shipping/Limited
Stock/Last Chance) & Strong CTA
Facebook Ads with Shopee
BAU + Mega Sales Campaign Setup (1/5)
D-14 D-Day
BAU Mega Sales BAU
Campaign
Catalog Sales
Type
Product Recommended to select all products

Set *Note: If need to further segment the product set, the sub product set needs to contain more than 30 products.
● Prospecting: Broad Interest targeting, Category Day D-Day As per

Custom audiences BAU
Audience D-14 onwards: D-7 onwards:
● Retargeting: Viewed or added to cart but not
● Category Day ● D-Day Teasing:
purchased for the last 180 days
Teasing: ○ Prospecting
● Cross-Sell: Purchased from the product set
○ Prospecting + Retargeting
or shop in the last 180 days
● Category D-Day: ● D-1 + D-Day:
○ Prospecting ○ Prospecting
+ Retargeting + Retargeting
+ Cross-sell + Cross-sell
D-14 D-Day
BAU Mega Sales BAU
● Minimum daily budget: USD30 Category Day D-Day As per

● Budget split: 70% Prospecting, 30% BAU
D-14 onwards: D-7 onwards:
Retargeting + Cross-sell
Teasing: ○ 35% of total
○ 35% of total budget
Budget &
Pacing budget ● D-1 + D-Day:
○ Run for at ○ 20% of total
least 7 days budget
● Category D-Day:
○ 10% of total
budget
D-14 D-Day
BAU Mega Sales BAU
Number of
No more than 4 ad sets
Ad Sets
Placement Automatic Placements
Bidding
Lowest Cost
Strategy
Optimization Conversion Events

D-14 D-Day
BAU Mega Sales BAU
● Prospecting: View content / Add to cart (If Category Day D-Day As per
shop orders > 50, select Purchase) BAU
● Retargeting / Cross-sell: Purchase
Event Type Teasing: ○ View content
○ View content / Add to cart
/ Add to cart ● D-1 + D-Day:
● Category D-Day: ○ Purchase
○ Purchase
Attribution
Use default 7 days after clicking or 1 day after viewing
Setting
D-14 D-Day
BAU Mega Sales BAU
● Highlight product benefit + promotion Category Day D-Day As per

mechanics if any BAU
E.g. “... gently ● Category Day ● D-Day Teasing:
soothe red, Teasing: ○ Tease D-Day
distressed skin ○ Tease promo + Use
from within for a Category Day FOMO
more even
promo mechanics
Creative complexion…”
● Category D-Day: (e.g. last
○ Shout out chance)
Category Day ● D-1 + D-Day:
promo + ○ Shout out
Create D-Day promo
urgency + Create
urgency
Two Ways to Track Your Campaign Performance
Facebook Ad Manager Shopee Brand Portal

Tracking Performance via Shopee Brand Portal
Brand Portal > Marketing Solutions > Off-platform Traffic Reporting
By Campaigns By Products
Apply filters to Channel Source channel, obtained from campaign source (select Facebook here)
report
Campaign Name of campaign, obtained from campaign name matched to utm parameters
(based on UTM
taggings) Ad Content Ad name, obtained from ad name matched to utm parameters
Tracking Performance via Shopee Brand Portal
Understanding Key Metrics
Brand Portal Metrics Description
Visits Total sessions (number of times a visitor land on a Shopee page)
ATC Value Value of items added to cart, within 7 days after user interacted with the ads
Orders Total orders within 7 days after user interacted with the ads
Items sold Total items sold within 7 days after user interacted with the ads
CR% Items Sold/visits
GMV Gross Merchandise Value, within 7 days after user interacted with the ads
Tracking Performance via Facebook Ad Manager
Understanding Key Metrics
Key Metrics Description/Calculation
Amount Spent Ad Spending in local currency (or USD)
Impression Number of times the ad was viewed by audience
Outbound Clicks Number of times the ad was clicked by audience
Adds To Cart with Shared Items (Value) Value of items added to cart within conversion window after audience click on the ad
Purchases with Shared Items (Total) Number of orders generated within conversion window after audience click on the ad
Purchases with Shared Items (Value) GMV generated within conversion window after audience click on the ad
ROAS GMV / Amount Spent
Outbound CTR Outbound clicks / Impressions
CPC Amount Spent / Outbound Clicks
Outbound Conversion Rate Outbound Clicks / Orders
Cost per Order Cost / Conversion
ABS GMV / Orders

Google Ads with Shopee (GAS)
Capture strong purchase intent indicated by search behaviours on Google
What is Google Ads with Shopee?

Google Ads with Shopee is the first-of-its-kind
solution allowing brands and sellers to partner with
Shopee and maximise impact on Google Search and
other Google properties.
What are the benefits?

● It captures strong purchase intent indicated by
search behaviours on Google
● It creates personalised shopping experience
across the diverse Google properties.
What’s New: Access the full breadth of Google Ads inventory
Unlock more channels to showcase your products: SEM, Maps and Discover
Performance Smart
Max Shopping
YouTube Search Search

YouTube Display Gmail Shopping (SEM) (Maps) Discover
Display
Gmail
Shopping
Search (SEM)
Search (Maps)
Advertisers can now show their ads on more channels:
Search (SEM), Search (Maps) and Discover.
Discover
What’s New: Leverage the best of Google Ads automation
Tap into the best of Google Ads automation technology and all Google property auction data
Google Performance Max combines Google's automation technologies across all aspects of campaigns
to achieve optimal machine learning.
Bidding Audience Creative
Google Performance Max campaigns drive
+13% additional conversions

at the same or lower cost per conversion when run alongside comparable campaigns.*
Source: *Average uplift in performance based on Google’s internal studies. Individual results may vary according to campaign details.
On average, Google Ads with Shopee delivers ROI of 3.3
across different categories
FMCG Electronics Fashion Lifestyle
1.8 8.3 1.7 1.7
Date source: Shopee internal data, Jan - Sep 2022

Disclaimer: Past ads performance are not indicative of future performance
Success Story: P&G utilised Google Performance Max to
capture online sales opportunities sustainably
Goal Results
P&G has been looking for the optimal solution to grow The pilot has ramped up very quickly and achieved
online sales at scale in an sustainable approach: High great result even on a Business-As-Usual period.
ROAS effectiveness, Low Cost Efficiency.
124%
Approach Return on Ad Spend
In May 2022
P&G piloted the first Performance Max campaigns for
Home Care category in May 2022. This new solution
enabled the brand to reach millions of P&G
high-potential Home Care shoppers across multiple
-82%
Lower CPC compared
Google platforms including Search, Shopping, to Smart Shopping
Discovery and YouTube in a single campaign setup.
Each option is best suited for different needs
B. Brand Managed C. Shopee Managed
Brand/Agency
via brand’s Google Ads account Shopee
Campaign Management
(feed sharing and conversion tracking support by via Shopee’s Google Ads account
Shopee)
Billing Entity and Account Shopee
Brand/Agency (requires commercial agreement
Ownership and budget from the Brand)
Google Ads Formats Search + Shopping + Display Ads Search + Shopping + Display Ads
● Big brands or agencies who have resource
● Brands who don’t have internal resource or
and capability
Target Audience capability
● Wants full control over integrated digital
● Wants a hassle-free campaign execution
campaigns
Reporting Directly in brand’s Google Ads account Shopee to export reports and share with Brands
Product Feed
Post-Click Attribution
Eligibility Onboarding form Needs to have a Shopee KAM
Onboarding Submit request through KAM/ Shopee MS Team in each local market
B. Brand Managed: How to get onboarded?
Step 1 Step 2 Step 3

Brand/Agency creates a Shopee sends MCC Brand/Agency accepts GMC and
new Google ad account linking invitation MCC linking request
Brand/Agency to initiate onboarding: Shopee to go through 3 steps: Brand/Agency to accept both

GMC and MCC invitation:
1. Create a NEW dedicated 1. Shopee to share Google
Google ad account for each Merchant Center access 1. Accept GMC linking
shop to Brand’s Google Ad request to have access
Account to the product feed
2. Fill in this onboarding form
with necessary information: 2. Shopee sends a MCC 2. Accept MCC linking
Country, Shop ID, Shop URL linking invitation request to grant
and Google ad account ID standard access to
3. Shopee informs Shopee MCC
Brand/Agency on the
invitation via email 3. Confirm the acceptance
by replying the email
Best practices to start running Google Shopping with Shopee
smoothly
1. Ensure sufficient 2. Upload your first product 3. Optimise product names to
Ready-to-serve products image with clean background include essential information
Ready-to-serve products = Google Shopping ads require It is important to include brand name,
Approved products - product images to have no coloured product information, colour or size
Out-of-stock products background, overlay, or watermark and other specifications if applicable
Total Products on
Shopee Store
Total
Total Products on GMC
Prod
uct
Approved Products
Ready-to-
serve
Products
Note: GMC = Google Merchant Center

D-14 D-Day
BAU Mega Sales BAU
Campaign Performance Max & Search Ads

Type *Note: Do not run both Performance Max and Standard shopping at the same period
Recommended to select all products.

Catalog
Settings *Note: If need to further segment the product set, the sub product set needs to contain more than 30 products (recommended to
have more than 50 SKUs).
Targeting All audience
Ad Format Search Ads: At least 2 text ads, 1 responsive ads per ad group
D-14 D-Day
BAU Mega Sales BAU
● Minimum daily budget: USD30/campaign Teasing / Scaling D-Day D+1:

● Budget split: 70% Shopping, 30% Search Gradual
Budget & Accelerated pacing from D-3, Increase budget
ramp down
Pacing instead of even pacing by 40%
D+2
onwards:
As per BAU
Bidding Standard Shopping & Search: eCPC and switch to tROAS after 20 conversions
Strategy Performance Max: Maximize conversion and switch to tROAS after 20 conversions
Shopping: Apply negative keywords if certain search terms cannot bring conversions
Optimization Search: Optimise on keyword level by excluding high-spending keywords that do not bring in conversions and keywords with low
CTR, and increasing bids for under-delivering keywords
Two Ways to Track Your Campaign Performance
Google Ads Reporting Shopee Brand Portal

Understanding Key Metrics on Google Ads Reporting
Key Metrics Description/Calculation
Cost Ad Spending in local currency
Impression Number of times the ad was viewed by audience
Clicks Number of times the ad was clicked by audience
Conversions Number of orders generated within conversion window after audience click on the ad
Conversion Value GMV generated within conversion window after audience click on the ad
Average CPC Cost / Clicks
Average CPO Cost / Conversion
CTR Clicks / Impression
Conversion Rate Conversions / Clicks
ROAS Conversion Value / Cost
Average Basket Size (ABS) Conversion Value / Conversions

Understanding Key Metrics on Shopee Brand Portal
Brand Portal Metrics Description
Visits Total sessions (number of times a visitor land on a Shopee page)
ATC Value Value of items added to cart, within 7 days after user interacted with the ads
Orders Total orders within 7 days after user interacted with the ads
Items sold Total items sold within 7 days after user interacted with the ads
CR% Items Sold/visits
GMV Gross Merchandise Value, within 7 days after user interacted with the ads
Differences of Reporting between BP/Facebook/Google
Dashboards
There will be natural discrepancy between the 3 platforms due to the following 3 factors:
Factors for Natural

No BP UI Google Ads UI Facebook Ads UI
Discrepancy
Last Campaign
1 Attribution Model Last Google campaign Last Facebook campaign
(cross-channel)
7 day click + 1 day view

2 Looking Back Window 7 days 30 days (or other adset-level
selection e.g. 7 day click)
3 Reporting Date Order date Ad click date Order date
Note: BP & Google UI tracking are relies on UTM, while Facebook UI tracking is not.
BP Attribution Model: How Does It Work?
BP Attribution is based on last click brand traffic recorded with 7 days looking back window
Channel Conversion
Recognition Recognition
1 Oct 2 Oct 3 Oct 6 Oct
In this case, a
conversion is
reported on BP as
Reporting Date:
6 Oct (Day of order)
2nd click from 3rd & last click from Max up to 7 Channel Attribution:
1st click on User placed an
organic brand Google Shopping Ad day looking Google (Last click)
Facebook order
Collection Ad post on through search back window (conversion)
Instagram intention from the shop
Shopee Ads
Boost traffic and conversion for your products and stores on Shopee
Shopee On-platform Ads Shopee Off-platform Ads

Drive on-site traffic to your product and store on Drive off-site traffic to your product and store on
Shopee through search and display Shopee through leading social and search channels
Shopee Shopee Shopee Display Ads Facebook Ads with Google Ads with
Search Ads Discovery Ads Shopee (CPAS) Shopee (GAS)
Shopee On-platform Ads
Reach your potential buyers through different targeting and placement on Shopee
What is Shopee On-platform Ads? What are the ads types?

Shopee On-platform Ads displays your
store and product on prime spots on
Shopee when customers are searching or
Daily
discovering products. Discover
You May Also
What are the benefits? Like
● It maximises brand visibility on

Shopee Ad
● It pushes product and shop to high

purchase intent shoppers
● Pay-per-click
Shop Search Ad Product Search Ad Discovery Ad
Show your product or shop on top of search Show your product when shoppers
result page browse relevant products
NEW - Shopee Display Ads
Drive traffic to your store from one of the most prominent in-app locations
What is Shopee Display Ads?

NEW
Shopee Display Ads is ads that allows brands reserve impressions
on Shopee homepage banner for their upcoming campaigns starting
from H2’2022.
Brands will be able to reserve
impressions on the homepage
banner on a fixed CPM basis
Why use Shopee Display Ads?
● It boosts brand awareness and visibility on one of the in-app
spots with the highest exposure
● Brands only pay by CPM
● Brands can view live campaign performance on Seller Centre
Show your brand on homepage
banner with the highest exposure
Shopee On-platform Ads
Three Ads Types for different objective
Awareness Consideration Conversion

To drive product consideration & To drive product sales & target
To drive mass awareness
sales potential customers
NEW
Shop Search Ads Shop Search Ads
Display Ads
Discovery Ads
Product Search Ads Product Search Ads
Increase your shop traffic by Attract shoppers with strong Ensure shoppers see your
leading shoppers directly to your purchase intent in Shopee’s high products first when they
store or product collection traffic recommendation sections intently search for what you offer
Prepare your 2022 campaigns with Shopee On-platform Ads
● Increase budget
throughout big campaign
Set-up Shopee
period and on peak day
On-platform Ads in
bulk and run as Always-on Burst campaigns ● Raise keyword bid prices
always on to for your best-selling
maximize presence products
● Bid for all placements
(discovery ads), apply
premium rate for
performing placements
Maximise returns using always-on Shopee On-platform Ads
(1/2)
Brand: Samsung Category: Electronics Market: Vietnam
As electronics are typically big-ticket items, customers have a higher tendency to purchase these
products during the mega sales campaigns. To optimise for conversion and capture more customers
during these periods, Samsung adopted an always-on approach when running Shopee On-platform
Ads in Vietnam throughout 2021.
The always-on campaign strategy enabled Samsung to develop top-of-mind awareness and maintain
brand visibility during the consideration phase. This then translated to higher conversion intent
during peak sales period and generated more returns for the brand.
The Results (2021)
69%
increase in
average ROAS 11%
of brand’s GMV
contributed by
Shopee Ads in 2021
Maximise returns using always-on Shopee On-platform Ads
(2/2)
Scale up ad budget towards D-Day and increase

bidding price competitively for best-selling SKUs
“Shopee On-platform Ads has always been

effective in generating significant return for our
brand. With an always-on marketing strategy, we
Include variations in keywords such as brand
were able to acquire even more valuable
(e.g. Samsung) and product (e.g. mobile phone)
customers during peak sales period and
keywords to reach more users
achieve higher marketing returns.“
— Ms. Ngọc Hân, Online Marketing Manager
Run both Shopee Search Ads and Shopee Discovery

Ads to ensure high brand visibility
Shopee On-Platform Ads - Mega Sales Campaign Setup
Planning Set-up & Testing Scaling Up Peak
D-21 D-7 D-day

D-14
Be aware of the upcoming big

sales season: D-Day & Festive Testing & Gather sufficient data Capture peak purchase
OBJECTIVE Ensure your ads are appearing in front of shoppers
Holidays: Christmas, New for optimisation demand
Year, etc.
114
AD FORMAT Product Search Ads, Shop Search Ads, Discovery Ads
TARGETING/ Search Ads: Auto Selected and Manual Keywords, prioritise lower funnel keywords (e.g. brand keyword) and expand to more generic keywords when budget allows)
PLACEMENT Discovery Ads: all audience, use all available placements
SKUS Prioritise creating ads for SKUs with good organic sales or SKUs labelled with good ROI or best selling under SKU recommendation on system
Minimum daily budget: USD2/ad ● Increase budget by 50% from D-7 ● Increase budget by 200% OR
Optimise over time: ● Discovery ads: increase bid and set “premium rate” for good ● Set to “No limit” if budget
+ Increase bids for ads with good ROAS and performing placements allows
OPTIMIZATION allocate higher budget for these ads. ● Search ads: Increase bid for keywords that have good ROI by ● Turn on “Campaign Day Bid
*Good ROAS for ads = ROAS needs to be at 20-30% Price Optimization”
least account average ROAS level ● Ensure that ad account has sufficient ads credit for the
+ Reduce bid for keywords with ROAS lower campaign period
than account average
New Feature | SKU recommendation
1
Available Period:
Always-on on Seller Center
2 3 Turn on SKU recommendation
To help sellers achieve good ads performance

by providing sellers with more detailed
recommendations on which SKUs they should
setup ads for
There will be 3 categories of recommendations:

+ SKUs that are (1) "Best Selling",
+ SKUs have the highest potential for
"Best ROI"
+ SKUs are related to "Top Searched"
keywords
New Feature | Simple Mode Target ROI for Product Search Ads
1
Available Period:
Simple mode is Always-on on Seller Center
For ROI targeting, only for whitelisted sellers
2 Simple Mode (targeting ROI) for Product Search Ads only
How to determine your Target ROI?
+ To increase exposure: Set a lower ROI for higher

impression and traffic (may come with higher bid price)
+ To increase sales/ profit: Set a reasonable ROI
according to your profit margin and use simple mode to
boost your sales
Note:
3 + SM need to run at least 2 weeks and get at least 10 ad

orders for sufficient data to optimize you target ROI
+ Choose reasonable range of you target ROI (1 <Target
ROI< 30)
New Feature | Enhance Bid Price for Product Search Ads
1
Available Period:
BAU periods only
*Currently available for whitelisted sellers
2.1 2.2
For Search ads Manual Mode only,
this feature helps the seller to change
bid prices where appropriate for
getting better sales, while keeping
overall costs constant.
eCPC works by automatically

adjusting your manual bids up or
down a maximum of 50% for clicks
that seem more or less likely to lead
to a sale.
New feature | Campaign day bid price optimization
1.1 1.2
Available Period:
Peak campaign periods only (1 spike and 2
mini-spike days in each month) and will be
deactivate on BAU days
For Search Ads For Discovery Ads

This enables Shopee to automatically adjust
the manual keyword bid prices for your
Product Search Ads and position of Discovery
Ads on major campaign days to ensures that
your ads have good ranking and still display to
shoppers.
This works by automatically adjusting your

manual bids up a maximum of 50% for clicks
that seem more or less likely to lead to a sale.
Affiliate Marketing Solutions (AMS)
Leverage on extensive publisher network to promote brands in Shopee
What is AMS?
Allow brands to tap on Shopee Affiliate network of KOLs, partners,
publishers to promote brands. 2 main types of AMS Model:
● Ads Solution: Pay per order (Guidebook)
○ Shopee Managed Vs Brand Managed
● Shopee KOL Booking: Pay per post
What are the benefits of using AMS?

● >180k publishers will have open access to promoting AMS
brands to earn commissions
● Brand can use AMS as a platform to reach a large / specific
target audience with product reviews, etc
● High ROAS (2022 ROAS is from 14x)
Shopback Social post KOL product links in Tik Tok Bio
Shopee Affiliate Marketing Solution (AMS)
Amplify your brand presence with over 150,000 affiliate partners via multiple channels
Coupon & Cashback Price Comparison Content Publishers KOL & Influencers
Examples: Examples: Examples: Examples:

New Features In Shopee Affiliate Marketing Solution (AMS)
In Q3 2022, brands will be able to target specific KOL(s) for their AMS campaign
NEW
NEW Brands can view

Brand will like to
engage affiliates for its affiliates’ profiles
year end mega sales containing follower After selecting KOLs,
campaign. count & campaign brands then proceed
When creating to set commission
performance*.
storewide campaign, rate and upload
brands are able to banner as usual.
target group /
individual KOL(s)*.
*New features will only be available in selected markets.

Innisfree boosted mega sales outreach with consistent
investment in Shopee Affiliate Marketing Solution
Shopee Affiliate Marketing Solution The Results (Jan 2022 - May 2022)
To sustain a fresh flow of ROI

customers, Innisfree Singapore Consistent, high ROI
adopted an always-on strategy with
Shopee Affiliate Marketing Solution 11.2
(AMS) from Jan to May 2022. Average
Innisfree also increased ad budget Return on
on key campaign days, enabling
Investment
them to maximise sales potential
and achieve a stable, high ROI. Jan Feb Mar Apr May
Go with recommended Budget

commission rate by Using March as an example, Consistent ad
cluster & market spend coupled with
spikes during key
campaign dates,
Offer higher
such as 3.3, 3.15
commission rate on key (Consumer Day
campaign dates Sale) and 3.25
(Super Shiok Sale)
3.3 3.15 3.25 Example of cashback partner: ShopBack
On average, AMS delivered an average ROAS of 14.4x
AMS is able to deliver higher ROAS than other Marketing Channels
Health & Beauty FMCG Electronics Fashion Lifestyle
Brand Managed
ROAS 15.2x 14.8x 19.8x 16.6x 18.4x
(Self served- AMS on SC)
Note: Data above is based on actual March 2022 performance

ROAS (Return on Advertising spending) = GMV / AMS Spending
How does Shopee AMS Work?
Affiliate partners select brands they 2

want to promote and create content 3
for their followers. Buyer clicks on affiliate link
Affiliates post content and redirect and redirected to Shopee
traffic back to SHP shop/product page Page
Brand pays
5
commissions on
successful and valid
transactions 4
Shopee Affiliates
Platform records the
transaction details
Set up campaign either via: 1

1) SHP AMS Package (Contact KAM)
2) Self run via AMS on SC
Example of 2022 booking campaigns
Shopee Affiliate Marketing Solutions
Utilize extensive network of KOLs to promote your brands
Promote your brands with booking model (PPP)

● Booking KOLs to promote is a popular method to
spread the words out and increase brands/ products
awareness.
● KOLs are given free products from brands, in return
they create review content on given products.
Benefit when booking KOLs with Shopee
● Saves ~ 20% booking cost comparing to market rate.
● Added visibility benefits from Shopee.
● Comprehensive report including KOL content,
engagement metrics & commercial return from KOLs.
New KOL list on PPP Package, with over +2000 KOL have strong
influence on social media platform
Premium - new Economy - new Other Direct KOLs
Minh Anh
Quỳnh Thi Kiên Review90 Diệu Nguyễn Tạ Thanh Thúy Trinh Meow Ngô Gia Nghi
(Joeyce)
Tetelinh ST319Nicky Puka Nhã Quỳnh Hoàng Thị Thùy Nhiên Thánh Riviu Nguyenlevi
This is a sample list of influencers for reference purposes only; actual list of influencers is not limited to this pool
PPP (Pay-Per-Post) Package Premium Economy Basic Trial
Value (USD) (**) $4,000 $2,500 $500 $250

Cost
Requirement (***) 1 sample product/KOLs
Number of KOLs
5 10 10 4
(1 post/ KOL) (1)
KOL Type 5 Top & Mega 10 Macro 10 micro 4 micro
Platform
Static and/or
Content Type Static and/or Short-form video Static
Short-form video
Benefit
KOL Picking Brand’s choice based on Shopee Suggestion Shopee Pick for seller, no change
Min committed
50K+ 20K+ 10K+ 5K+
engagement
-20% cheaper than market rate

Key benefit
No management fee
Notes:
(*) Effectively from August 2022.
(**)Price will be subjected to 10% VAT in contract.
(***) Min. 01 sponsored product is required to each KOL which helps to increase users engagement, proven with higher CR % of past brand campaign.
(1) It can be Facebook/ or Instagram Posts. 01 Facebook = 01 Instagram Post = 03 Instagram Stories. Based on active platform of selected KOLs, Shopee will
decide social post type for brand.
Boost your brand’s awareness with Shopee KOL Booking
(PPP Package)
Benefits Details Premium Economy
Cheaper KOL Booking Cost By Booking PPP Package with Shopee, KOL booking price is lower Yes Yes
than market -20%
Large KOL Pool With Shopee KOL Booking (PPP Package), Shopee database Yes Yes
contents over +2000 influencer with strong impact in KOL market
Report & optimization Free Management Free & Optimize Fee Report Yes Yes
Notes:
(*) Number of flash sale slot is limited by month & distributed by first come first serve logic to brand using service.
Success Story: Enfa
Enfa has been on AMS Shopee Managed every month and achieved high ROAS of 11.3x in
Mar 2022
“
“Partnering with Shopee’s pilot
Affiliate Marketing Solution
proved to be a new channel that
The Objective
Enfagrow Vietnam would like to

can incrementally grow diversify and expand sources of
Enfagrow’s eCommerce sales traffic to its Shopee store in order to
beyond our usual suite of have an additional avenue to drive
channels, giving our brand orders and sales.
additional visibility to
bottom-funnel customers.” The Approach
— Mai Ho Thi Duyen, Head of E Enfagrow engaged Shopee for

Commerce, Vietnam affiliate marketing. It leveraged on
Shopee Affiliates Pool and Set an
attractive commission for Example of price comparison website promoting Enfa
The Results
publishers. Enfa consistently
increases its monthly investment
7.4X increase in orders vs BAU
in AMS, especially during large
15X increase in GMV vs BAU campaign periods.
Success Story: Focallure
Focallure set up their own AMS campaign via Seller Centre and achieved 25x ROAS in Jan 2022
Approach & Learning Points
To reach more buyers in Vietnam, Focallure ran their own AMS campaign on
Seller Center from Jan 2022.
What did Focallure do right?

● Set campaign as always on and ensure sufficient budget
● Set attractive commissions for publishers
● Set up campaign in advance before campaign day to allow publishers to
pick up brand
The Result
27%
GMV contributed by x25 ROAS
affiliate channel
Success Story | Lock & Lock generated 70K social buzz on the brands’ sales day and
23K clicks back to their Shopee shop on through PPP booking
Objective & Approach
To promote the brands’ big sales on Shopee, Lock & Lock has commission Shopee’s KOLs to
drive traffic from social media to brands’ Shopee shop.
Understanding Lock & Lock is a brand for every urban household, Shopee has selected top 10
macro KOLs across their key target audience group, ranging from modern moms who love to
take care of their families to young urban females using Lock & Lock product to accommodate
their busy lifestyle.
KOLs created contents based on their own unique take of various Lock & Lock products on
Facebook and Instagram.
By using Shopee’s PPP package, Lock & Lock has been able to generated 70K social buzz, 23K
traffic back to sellers’ Shopee shop on their sales day without the hassle of sourcing and
managing KOLs.
Results
Total 70K Generated

engagement 23K clicks
Actual KOL posts for the brand
Success Story | Hada Labo generated 60K social buzz prior to the brands’ sales day
and 29K clicks back to their Shopee shop on through PPP booking
Objective & Approach
To build awareness amongst consumers for the brand’s big sales on Shopee, Hada Labo has
commission Shopee’s KOLs to build social buzz prior to brand’s Shopee sales day.
Shopee has selected 10 KOLs fitting brand’s positioning and target audience audience in health
and beauty market. All female KOLs are selected based on the ability to generate social buzz and
fit with brand’s pure, safe and clean image.
Selected KOLs have reviewed Hada Labo product and generate content on product USPs and the
brand’s sales highlights prior to their sales day, promoting add to cart behavior.
By using Shopee’s PPP package, Hada Labo has been able to generate 60K social buzz, 29K
traffic back to sellers’ Shopee shop prior to their sales day.
Results
Total 60K Generated

engagement 29K clicks
Actual KOL posts for the brand

Shopee Affiliate Marketing Solution
BAU + Mega Sales Campaign Setup
D-14 D-Day
BAU Mega Sales BAU
Storewide ● Set recommended commission rate by cluster & market (instead of minimum commission rate)
Commission ● Select no end date for evergreen campaigns
Add product commission for key SKUs, e.g.:

● New product
● High margin
● Top selling
Product
● Trending item
Commission
● Competitive price
● Promotional SKU
*Note: Add product commission at least from D-7
onwards as the campaign setup requires a minimum
7-days duration
Q&A
For further concerns, please contact Marketing Solutions team
(marketingsolutions.vn@shopee.com)
Thank you!
Appendix
Facebook Ads with Shopee: BAU Campaign Setup (1/3)
Goal Increase Conversion / Revenue Drive Awareness / Traffic
Campaign
Catalog Sales Traffic/Catalog sales (View Content)
Objective
● Minimum daily budget: USD30

Budget
● Budget split: 70% Prospecting, 30% Retargeting + Cross-sell
Recommended to select all products

Product Set
*Note: If need to further segment the product set, the sub product set needs to contain more than 30 products.
Number
of Ads

● Prospecting: Broad, Interest targeting ● Prospecting: Broad, Interest targeting

● Retargeting: Viewed or added to cart but not
Audience purchased for the last 180 days
● Cross-Sell: Purchased from the product set or
shop in the last 180 days
Bidding
Lowest Cost
Strategy
Ad Format Carousel & Collection

● Prospecting: View content / Add to cart (If shop ● Traffic: Link clicks
Optimization weekly orders > 50, select Purchase) ● Catalog Sales: View content
● Retargeting / Cross-sell: Purchase
Attribution
Setting
Facebook Ads with Shopee: Experiment Ideas (1/3)
Adopt a test & learn approach during BAU period to find out what works best for your brand
Goal Increase Conversion / Revenue
Duration Minimum 1 week with recommended budget set at ~USD$50/day
Success
ROAS
Metrics
Goal: To identify the prospecting targeting that can be paired with retargeting strategy to maximise overall performance
Experiment
#1
Refer to next slide for full campaign setup
Campaign Ad Set Targeting Details
Campaign 1 Broad Targeting Location, Age and Gender
Campaign 2 Detailed Targeting Location, Age, Gender, Demographics, Interest, and Behaviour
Experiment
#1 Campaign 3 Lookalike Audience of Visitors and 10% Lookalike Audience of Visitors and Add-to-Cart
Add-to-Cart
Note:
● A separate retargeting campaign should still be running in tandem with this test.
● Use the A/B test tool on Facebook Ads Manager to ensure that the execution is proper and results are reliable.
Success
CTR, ROAS
Metrics
Goal: To find out if having different ad format will help to increase conversion
Experiment
#2
Campaign Targeting Ad Set Ad Format
Campaign 1 Prospecting - Broad Ad A Carousel & Collection
Ad B Carousel
Ad C Collection
Experiment
#2 Campaign 2 Retargeting Ad A Carousel & Collection
Ad B Carousel
Ad C Collection
Note:
Goal Drive Awareness / Traffic
Success
CPV (Primary) and ROAS
Metrics
Goal: To explore if Traffic Objective can drive much cheaper CPV while incurring acceptable ROAS
Experiment
#3
Campaign Objective Ad Set Event Optimisation (KPI)
Campaign 1 Catalog Sales Prospecting - Broad Purchase
Campaign 2 Catalog Sales Prospecting - Broad View Content
Campaign 3 Traffic Prospecting - Broad Link Clicks

Experiment
#3
Post-test analysis:
● Review overall campaign performance and measure if ROAS drop off is at an acceptable range for Campaign 2
and 3.
Note:
● A separate retargeting campaign should still be running in tandem with this test.
Facebook Ads with Shopee: Mega Sales Campaign Setup (1/4)
Campaign
Catalog Sales
Objective
Recommended to select all products

Product Set
*Note: If need to further segment the product set, the sub product set needs to contain more than 30 products.
Category Day D-Day

Audience ● Category Day Teasing: ● D-Day Teasing:
○ Prospecting ○ Prospecting + Retargeting
○ Prospecting + Retargeting + Cross-sell ○ Prospecting + Retargeting + Cross-sell
Category Day D-Day

Budget & ● Category Day Teasing: ● D-Day Teasing:
Pacing ○ 35% of total budget ○ 35% of total budget
○ Run for at least 7 days ● D-1 + D-Day:
● Category D-Day: ○ 20% of total budget
○ 10% of total budget
Number
of Ads
Bidding
Lowest Cost
Strategy
Ad Format Carousel & Collection
Optimization Conversion Events
Category Day D-Day

Event Type ● Category Day Teasing: ● D-Day Teasing:
○ View content / Add to cart ○ View content / Add to cart
○ Purchase ○ Purchase
Attribution
Setting
Category Day D-Day

● Category Day Teasing: ● D-Day Teasing:
Creative ○ Tease Category Day promo ○ Tease D-Day promo + Use FOMO
● Category D-Day: mechanics (e.g. last chance)
○ Shout out Category Day promo + Create ● D-1 + D-Day:
urgency ○ Shout out D-Day promo + Create urgency
Google Ads with Shopee: BAU Campaign Setup (1/3)
● Shopping Ads (Performance Max / Standard ● Display Ads

Shopping is more recommended) ● Discovery Ads
● Search Ads ● Video Ads
Ads Type
*Note: Do not run both Performance Max and Standard

shopping at the same period.
Budget & ● Minimum daily budget: USD30/campaign ● Minimum daily budget: USD30/campaign
Pacing ● Budget split: 70% Shopping, 30% Search
Targeting All audience All audience

Recommended to select all products. NA

Product Feed
*Note: If need to further segment the product set, the sub
Setting
product set needs to contain more than 30 products
(recommended to have more than 50 SKUs).
● Standard Shopping & Search: eCPC and switch to ● Maximise clicks

Bidding tROAS after 20 conversions
Strategy ● Performance Max: Maximize conversion and
switch to tROAS after 20 conversions
● Search Ads: At least 1 responsive ad per ad group ● Display Ads: At least 1 responsive display ad and
Ad Format generic display ad
● Discovery Ads: Single image and Carousel
● Shopping: Apply negative keywords if certain ● Pause creatives with low CTR
search terms cannot bring conversions
● Search: Optimise on keyword level by excluding
Optimization
high-spending keywords that do not bring in
conversions and keywords with low CTR, and
increasing bids for under-delivering keywords
Google Ads with Shopee: Experiment Ideas (1/7)
Objective Increase Conversion / Revenue
Duration Minimum 6 weeks
Success
ROAS
Metrics
Goal: To find out whether switching to tROAS bidding strategy for Standard Shopping campaigns based on campaign
data after gaining 20 conversions will be able to improve overall campaign ROAS
Experiment Campaign Campaign Settings

#1
Campaign 1 eCPC bid strategy for Standard Shopping (no change in strategy throughout campaign period)
eCPC bid strategy for Standard Shopping, then add tROAS after reaching 20 conversions*
Campaign 2 *After gaining 20 conversions, calculate what is the average ROAS then set a tROAS of 30% - 50% higher than the
average ROAS.
Success
ROAS, CR
Metrics
Goal: To find out if running both Standard Shopping and Search campaigns concurrently provides better ROAS
Experiment
#2 Group Campaign Settings
Group 1 1 Standard Shopping campaign
Group 2 1 Standard Shopping Campaign & 1 Search Campaign

Success
ROAS, CR
Metrics
Goal: To find out if Performance Max campaign will be able to drive higher ROAS as compared to Standard Shopping
campaign
Experiment
#3 Campaign Campaign Settings
Campaign 1 Standard Shopping campaign
Campaign 2 Performance Max campaign

Success
CR
Metrics
Goal: To find out whether using creative assets in Performance Max (PMax) campaign will be able to drive higher
campaign conversions
Experiment
Campaign 1 PMax campaign without creative assets
Campaign 2 PMax campaign with creative assets (e.g. banners, videos, ad copies)
Success
ROAS, CR
Metrics
Goal: To find out if running all products in 1 campaign will be able to drive better campaign ROAS and CR as compared
to having multiple campaigns with bestseller and other product groups

#5
Campaign 1 1 campaign with all products
1 campaign with bestsellers & 1 campaign with other product groups

Campaign 2 * Note: 1 product should only appear in 1 campaign at any time. There should not be any product that overlaps
between campaign.
Success
CTR, CPC
Metrics
Goal: To compare Display and Discovery ads and find out which ad type provides higher CTR and lower CPC.
Experiment
Campaign 1 Display campaign
Campaign 2 Discovery campaign

Success
CTR, CPC
Metrics
Goal: To find out whether using creative assets in Performance Max (PMax) campaign will result in higher CTR and
lower CPC.
Experiment
Campaign 1 PMax campaign without creative assets
Campaign 2 PMax campaign with creative assets (e.g. banners, videos, ad copies)
Google Ads with Shopee: Mega Sales Campaign Setup (1/2)
Shopping Ads (Performance Max / Standard Shopping is more recommended) & Search Ads
Ads Type
*Note: Do not run both Performance Max and Standard shopping at the same period
Teasing / Scaling D-Day

Budget &
Pacing Accelerated pacing from D-3, instead of even pacing Increase budget by 40%
Recommended to select all products.

Product Feed
*Note: If need to further segment the product set, the sub product set needs to contain more than 30 products
Setting
(recommended to have more than 50 SKUs).
Targeting All audience
Bidding Standard Shopping & Search: eCPC and switch to tROAS after 20 conversions
Strategy Performance Max: Maximize conversion value and switch to tROAS after 20 conversions
Google Ads with Shopee: Mega Sales Campaign Setup (2/2)
Ads Format Search Ads: At least 2 text ads, 1 responsive ads per ad group
Shopping: Apply negative keywords if certain search terms cannot bring conversions
Optimization Search: Optimise on keyword level by excluding high-spending keywords that do not bring in conversions and keywords
with low CTR, and increasing bids for under-delivering keywords
Shopee On-platform Ads: BAU Campaign Setup (1/2)
Use all types of ads (Product Search Ads, Shop Search Use all types of ads (Product Search Ads, Shop Search
Ads Type
Ads, and Discovery Ads) Ads, and Discovery Ads)
Targeting / Search Ads: N/A

Placement Discovery Ads: Target all audience, use all available placements
Minimum daily budget: USD2/ad, and USD40/account Minimum daily budget: USD2/ad, and USD40/account
Optimise over time:
Budget & ● Increase budget for ads with good ROAS^ and Allocate more budget towards Shop Search Ads and
Pacing allocate higher budget for these ads Discovery Ads to build up awareness of the shop and
● Reduce budget for ads with ROAS lower than products respectively
account average
SKU Prioritise creating ads for SKUs with good organic sales or
Selection SKUs labelled with good ROI or best selling under SKU recommendation*
* Available for selected brands

^ Good ROAS = ROAS needs to be at least account average ROAS level
Shopee On-platform Ads: BAU Campaign Setup (2/2)
Product Search Ads: Product Search Ads:

● Use Auto Selected and Manual Keywords ● Use Auto Selected and Manual Keywords
● Bid on a variety of keywords: Prioritise lower ● Focus on more generic keywords (e.g. category-
funnel keywords (e.g. brand keyword) and related keyword)
expand to more generic keywords when budget ● Increase bids for keywords that have good CTR
allows ● If there is difficulty scaling up, increase bids for
Keyword
● Increase bids for keywords with good ROAS^ more generic keywords that have good search
Selection &
volume to push up impressions first
Optimisation
Shop Search Ads:
● Use promo mechanics as tagline if possible Shop Search Ads:
● Use promo mechanics as tagline if possible
Discovery Ads:
● Increase bids for placements with good ROAS^ Discovery Ads:
● Increase bids for placements with good CTR^
^ Good ROAS = ROAS needs to be at least account average ROAS level

Shopee On-platform Ads: Experiment Ideas (1/6)
Success
GMV, ROI
Metrics
Goal: [Product Search Ads] To find out if using both Auto Selected keywords and Manual keywords can help to achieve
greater ROI and GMV
Experiment
#1 Test Group Ads Setup
Test Group 1 Only using Manual Keywords
Test Group 2 Use both Manual and Auto Selected keywords

Success
GMV, ROI
Metrics
Goal: [Product Search Ads] To find out if using Enhanced Bid Price* can help to drive higher ROI and GMV
Experiment
Test Group 1 Turn off Enhanced Bid Price*
Test Group 2 Turn on Enhanced Bid Price*
*Available for selected brands

Success
GMV, ROI
Metrics
Goal: [Shop Search Ads] To find out which is the best performing tagline (Default shop ad tagline vs Promo mechanics)
Experiment
#3 Test Group Shop Ad Tagline
Test Group 1 Default shop ad tagline (Shop name)
Test Group 2 Promo mechanics (eg. Up to xx% Off, Free Shipping on all orders, etc)
Success
GMV, ROI
Metrics
Goal: [Shop Search Ads] To find out the best way to optimise Shop Search Ads
Experiment
Test Group 1 1 ad leading to main page
Test Group 2 Several ads leading to individual category pages (with the relevant keywords to the category)
Success
CTR, Clicks
Metrics
Goal: [Shop Search Ads] To find out which is the best performing tagline (Default shop ad tagline vs Promo mechanics)
Experiment
#5 Test Group Shop Ad Tagline
Test Group 1 Default shop ad tagline (Shop name)
Test Group 2 Promo mechanics (eg. Up to xx% Off, Free Shipping on all orders, etc)
Success
CTR, Clicks
Metrics
Goal: [Shop Search Ads] To find the best way to optimise Shop Search Ads
Experiment
Test Group 1 1 ad leading to main page
Test Group 2 Several ads leading to individual category pages (with the relevant keywords to the category)
Shopee On-platform Ads: Mega Sales Campaign Setup (1/2)
Use all types of ads (Product Search Ads, Shop Search Ads, Discovery Ads and Boost Ads*)
Ads Type
Create new ads for campaign-specific SKUs, e.g. brand box, SKUs with free gifts
Targeting / Search Ads: N/A

Placement Discovery Ads: Target all audience, use all available placements
Teasing / Scaling D-Day

● Run ads at least 14 days before D-Day ● Increase budget by 200% OR
● Increase budget by 50% from D-7 Set to “No limit” if budget allows
Budget &
Pacing ● Increase bids for good performing Discovery ads ● Search Ads: Turn on Campaign Day Auto
and keywords for Search ads by 30% Optimisation
● Ensure that ad account has sufficient ads credit
for the campaign period
Shopee On-platform Ads: Mega Sales Campaign Setup (2/2)
Product Search Ads:

● Use Auto Selected and Manual Keywords
● Optimise on keyword level: Bid on a variety of keywords (prioritise lower funnel keywords (e.g. brand keyword)
Keyword and expand to more generic keywords when budget allows)
Selection &
Optimisation Shop Search Ads:
● Use campaign-specific promo tagline
● Example: “6.6 sale! Up to 60% off today!”
SKU ● Prioritise creating ads for SKUs with good organic sales or
Selection ● SKUs labelled with good ROI or best selling under SKU recommendation*
Shopee Affiliate Marketing Solution: BAU Campaign Setup
● Set recommended commission rate by cluster & market (instead of minimum commission rate)
● Select no end date for evergreen campaigns
Recommended commission rate by cluster & market
Cluster SG MY TH TW ID VN PH
Storewide Electronics 6-8% 4% 4-5% 5-7% 5-7% 5-10% 5-7%

Commission
Fashion 12-15% 4-15% 8-12% 8-15% 8-12% 8-12% 7-10%
FMCG 12-15% 4-10% 9-12% 5-15% 10-15% 8-12% 10-12%
Lifestyle 12-15% 10% 5-10% 5-15% 10-15% 8-12% 8-12%

Shopee Affiliate Marketing Solution: Experiment Ideas (1/2)
Goal To find the product price range that stands out and appeals to KOLs to drive order uplift
Success
Conversion / Order uplift
Metrics
Commission Storewide: Recommended commission rate

Rate Product: 25% above recommended commission rate
Goal: To find out which price range among your product listings can achieve higher order when coupled with a product
level commission.
Experiment Campaign Campaign Setup

#1
Campaign X* Product campaign consisting of products in different price range
*The number of campaign to be set up is up to brand’s discretion.

Shopee Affiliate Marketing Solution: Experiment Ideas (2/2)
Goal To find the KOLs that are best suited to drive conversion
Success
Conversion / Order uplift
Metrics
Commission
Storewide: Recommended commission rate
Rate
Goal: To find out if targeting KOLs with a certain following in a specific category niche can help to achieve higher order.

#2
Campaign 1 No targeting
Campaign 2 Target specific KOL in a category

Shopee Affiliate Marketing Solution: Mega Sales Campaign Setup
Storewide
● Set recommended commission rate by cluster & market (instead of minimum commission rate)
Commission
Add product commission for key SKUs, e.g.:

● New product
● High margin
Product ● Top selling
Commission ● Trending item
● Competitive price
● Promotional SKU
*Note: Add product commission at least from D-7 onwards as the campaign setup requires a minimum 7-days duration
Tip: Go with recommended commission rate by cluster &
market for your affiliate campaigns to be competitive
Cluster SG MY TH TW ID VN PH
Electronics 5-6% 5-9% 4-8% 4-5% 4-6% 5-7% 7-9%
Fashion 6-12% 6-10% 7-10% 6-8% 5-10% 6-12% 7-9%
FMCG 9-12% 6-10% 9-10% 6-8% 7-12% 8-12% 8-10%
Lifestyle 6-10% 7-10% 5-8% 5-7% 4-10% 6-10% 7-9%
Recommend to go with recommended rather than minimum commission rates to keep your
campaigns competitive and appealing to be picked up by affiliates for maximum impact
Higher commission rate motivates affiliate partners to push
your offer more, lifting campaign performance
Marketing activation, coupled with As compared to other brands in the same

higher commission rate, magnifies cluster, brands that offer higher
campaign impact. commission rate received more orders.
Commission Rate Results Commission Rate Results
Month 1 X + 0.5% Innisfree X%

315%
more order ~10-50%
Month 2* X% in Month 1 Brand A X - 2% more order
received by
v.s. Innisfree
Brand B X%
Month 2* X% 33% *Brands A and B are in the same cluster as Innisfree.
less order
Month 3 X - 0.5% in Month 3
Example of cashback
*Innisfree ran marketing campaign in Month 2. partner: ShopBack
Data source: Shopee Internal Testing, Singapore, Dec 2021-Feb 2022

Tip: Provide high quality campaign visuals for affiliates to use
to deliver a consistent look and feel across channels
Adopt co-branding to Display promotional Craft call-to-action that
1 strengthen and leverage 2 message in a clear and 3 creates a sense of urgency
one another’s brand impact concise manner and requires instant action
Examples of high quality campaign visuals

Tip: Provide high quality campaign visuals for affiliates to use to
deliver a consistent look and feel across channels
Adopt co-branding to Display promotional Craft call-to-action that

1 strengthen and leverage 2 message in a clear and 3 creates a sense of urgency
one another’s brand impact concise manner and requires instant action
Examples of high quality campaign visuals
180
Tip: Provide banners in multiple sizes for easy access and usage
by affiliate partners
Sizes File types
● 1080 x 1080px ● JPG/JPEG

● 1080 x 1920px ● PNG
● 160 x 600px ● GIF
● 210 x 600px
● 250 x 300px
● 300 x 250px
● 300 x 50px
● 320 x 50px
● 320 x 480px
● 728 x 90px

(2022!11!03) Always-On Strategy For Festive Season

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Always-On Strategy For

Vinh Pham Binh Le Hang Ha Hieu Dam Tuan Anh

Hien Dang Johnny Tran Nhu Tran Helly Le Ngoc Tran

AGENDA 3 Meta Sharing

4 Shopee Media Agencies Partners & Holistic Campaigns

5 Festive Season Always-on Strategy

Contact: Marketing Solutions team (marketingsolutions.vn@shopee.com)

Data source: Google Search Data

Online Shopping Frequency

Data source: External Survey with Kantar Proﬁles, Q4 2021

of online shoppers start searching of online shoppers start adding to

Data source: Shopee User Survey: LNY/CNY/Tet 2022, Q4 2021

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Consideration factors when shopping for Tet on e-commerce sites

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Engagements touchpoints with e-commerce platforms during Tet 2022

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

Promotion mechanics that encourage purchase on e-commerce platforms

Data Source: Shopee user survey: LNY/CNY/Tet 2022, Q4 2021

1 Gain incremental ROAS during BAU Average ROAS Average ROAS

4.8X ROAS to be gained during BAU

5% uplift in ROAS seen when brands

3 Continue to reap ROAS during BAU Average ROAS Average ROAS

High ROAS sustains after mega sales due

No impact on ROAS performance during

Shopee On-Platform Ads The Results (Feb - Mar 2022)

Use both Auto Selected ROAS

copy and headline

To maximise conversions during ROAS

Complement Shopping Ads

Use 'Maximize Conversion

Ensure that products comply Increase in

5 Human Truths about Shoppers

How can Google Ads with Shopee help

Best Practices to maximize sales

67% Free Shipping / Free Returns

49% XX% Discount

45% Vouchers / Coupons

38% Buy One Get One Free

27% Flash Sales / Product Giveaways

Most Important Factors for 6.6 Sales Event Shopping

61% Detailed Product Information

56% Knowing I got a good deal

Shoppers do their research on Shopping Festivals way ahead of time, and

6.6 Indexed Search Volume in SEA-6 (Indexed at Peak)

Of the surveyed 6.6 shoppers visited more than

Shoppers approach to Shopping has become more multi-dimensional since reopening

While Retail Searches have decrease on the platform, retail searches on

Of the surveyed 6.6 shoppers visited both a

Retail Map Searches

Shoppers still heavily rely on Google and

Platform Usage for 6.6 Sales Event Shopping

87% used Google Search 44%

50% used Google Maps

Summary: Human Truths about SEA Shoppers

Key Insights Opportunities & Implications for 2022