Pay-per-click is one of the most common types of Internet advertising, such as Taobao Express. This is a direct way to buy traffic. We only need to pay for the traffic of buyers who enter the store by clicking on the advertisement, and do not pay based on the number of impressions. When buyers search for products, paid advertising can allow products to appear in a conspicuous position and gain the buyer’s attention in a prioritized manner. Like Taobao, the Shopee platform has its own paid advertising to highlight products in search results. Products with the “Ad” or “Advertisement” logo in the lower right corner are products with paid advertising.
Using paid advertising has three advantages: 1. Increase exposure. Displaying your ads where buyers are most likely to see them, such as at the top of search results, can significantly increase exposure. 2. Obtain accurate traffic. When the keywords searched by buyers match the keywords set by the seller, the seller’s products are displayed in front of buyers in need and receive accurate traffic. 3. Increase sales. Advertising can increase the number of accurate buyers and help increase sales.
1) Principle of charging
After the advertisement starts running, the seller only needs to pay when the buyer clicks on the seller’s advertisement. First, when a seller starts paying to promote a product, he or she will set a CPC bid for the product or product keywords. The amount of consumption each time the ad is clicked is the same as the actual ranking of the product on the front end and the keyword quality score ranking of the product. Related to the product’s keyword quality score, keyword CPC bid, etc. However, the actual charge per click will not be higher than the CPC bid set for the product.
2) Ranking principle
The ranking of advertisements in the Shopee platform search results depends on the advertising ranking score. The higher the ranking score, the higher the advertising ranking. The advertising ranking score is affected by two factors Impact: D CPC bidding. The cost-per-click bid is the highest price a seller is willing to pay when a buyer clicks on the ad. The actual price charged by the Shopee platform is usually lower than this bid. @quality score. Quality Score is determined by your product’s relevance to your keywords and your ad’s click-through rate. The higher the relevance and click-through rate, the higher the quality score
Ad ranking score = CPC bid p>There are three main types of paid advertising on the Shopee platform: keyword advertising, related advertising, and store advertising.
Keyword advertising means that when a buyer searches using a certain keyword, if this keyword matches the keyword set in the seller’s advertisement, then the product’s name will appear on the search results page. Advertising content.
Related ads will appear in 3 locations: product details page – similar products column, Shopee homepage – daily new discovery column, product details page – you may like page. Where relevant ads appear has nothing to do with what keywords buyers search for.
Store ads are displayed at the top of the search results page, and only one store is displayed. Which merchant’s store is displayed in a store ad depends on the quality of the store, the relevance of the store to the selected keywords, and the CPC bid set.