New feature: Store ads.
1. Location of store ads
Store ads will display your store information at the top of the search results. If a buyer clicks on a store ad, they will enter your store page. Store ads are only available to mall sellers and preferred sellers.
At this stage, only one store ad is displayed under each keyword. More ad positions will be opened in the future. The store main picture, number of products, store rating, etc. will appear in the store ad information. Please focus on optimization to increase click-through rate and quality score.
Only one store ad appears under each keyword. If the search popularity of the keyword is 100,000 times, it means that the seller opens a store ad and purchases 100,000 traffic behind the keyword. The cost of obtaining traffic is very low.
2. Reserved keywords for store ads
Regarding the store ad function, Shopee. Most sellers search for “小宅女” in order to visit the store of “小宅女”, so the word “小宅女” cannot be used as a keyword for store ads.
The platform does not allow “hijacking traffic” to avoid affecting the user experience, and even if this traffic reaches your own store, the conversion rate is not high. For keywords like this that may “hijack traffic”, the platform has given it a name: reserved keywords.
Reserved keywords cannot be purchased in store ads (but can be purchased in keyword ads).
If most of the buyers who search for the word are to visit a certain store, then the word will be reserved for use by that store. For example, “L’Oreal” and “L’Oreal lipstick”.
The reserved keywords include the following.
①Brand official store keywords: limited to brands managed by the brand group, sellers can apply for reservations from their own brand managers.
②Store name: automatically reserved.
③Store strong association words: automatically reserved. When the automatically reserved keyword has a lower relevance to the store, the keyword will automatically become a non-reserved keyword.
3. Reserved keywords may change at any time
If the keyword you purchased becomes a reserved keyword, you will receive a prompt and the keyword advertisement will be automatically suspended. The originally reserved keyword may also become a common keyword available for purchase.
4. Store advertising: ranking rules and minimum bid
Ranking is determined by relevance and bid.
①Relevance depends on the quality score of the store and the relevance between the store and the purchased keyword. The store quality score is determined by factors such as the store rating, the number of fans, and the response rate. The relevance between the store and the purchased keyword is determined by factors such as click-through rate. ②Minimum single bid price.
5.Why use store advertising
①”Planting” publicity. If keyword advertising is to attract buyers with the intention to buy, then store advertising is to deepen the impression of the store and brand in the minds of buyers when they have not yet made clear their intention to buy.
②Increase sales. Bring more exposure, clicks and orders to your products in addition to keyword advertising. ③ It is recommended that sellers start to lay out store ads as early as possible, because currently only one store ad is displayed for one keyword, and the accumulation of quality points is conducive to sellers to keep their store exposure under the keyword at a lower price.
6. Methods for setting store ad keywords
1) Word selection
① Related brand, category, and product keywords. For example, a toothbrush store can purchase keywords such as “Colgate”, “bamboo charcoal toothbrush”, and “toothbrush”.
② Product synonyms. For example, a sports shoe store can purchase “shoes”, “sneakers”, “sports shoes”, and “sports casual shoes” as keywords.
③ Product usage scenario words. For example, an outdoor store can purchase “camping”, “outdoor mountaineering”, and “outdoor leisure” as keywords.
2) Matching and bidding
① Use broad matching to obtain more display opportunities.
② Use precise matching to promote a highly related word. For example, if the hot-selling product of a store is “Volcanic Ash Mask”, the seller can offer a high price for this term to ensure that when the page displays “Volcanic Ash Mask”, the system will place the seller’s product in the most prominent position, and convert the clicks brought by the store advertisement into a transaction rate.
③ It is recommended to use the recommended bid. In the case of limited budget, sellers can start with the lowest bid of the platform and adjust the price according to their own advertising display.
3) Budget and display time
① Budget. The system defaults to “no budget”, and sellers can also set a certain budget. It is recommended to set a budget of 100 clicks to obtain enough data to optimize the advertisement.
② Display time. The system defaults to “always display”, and sellers can also set the start and end dates of store advertisements to promote your store within a specific time.