1. What is keyword advertising
Keyword advertising is a function launched by Shopee platform that can improve the search ranking and exposure rate of products on mobile APP and PC. When a buyer searches for the keyword “watches”, the first two digits that appear on the APP and the first line on the PC are keyword advertising spaces. The word “advertisement” will be displayed in the lower right corner of the main image of the keyword advertising space.
2. Why use keyword advertising?
What magical effect can advertising have on sellers’ stores? First of all, the most direct thing advertising brings is traffic, store visitors The number of ads will gradually increase. Secondly, with visitors, it is possible for the store to turn visitors into fans or orders of the store. The role of advertising in driving the order volume of the whole store and providing fans of the store cannot be underestimated. Thirdly, if you don’t know what kind of main image to use or what kind of product is better, you might as well use Advertising to help you complete the work of testing the main image and testing products. Finally, placing keyword ads will also have a certain promotion effect on the natural search ranking of products.
3. Principles and rules of keyword advertising
(1) Principle
Shopee keyword advertising means that sellers set keywords for store products. When buying When a home enters the Shopee platform and enters keywords to search for products, if the keywords searched by the buyer are consistent with the words set by the seller, the product may be displayed.
(2) Keyword advertising billing rules
Keyword advertising adopts cost per click (CPC) pricing. Cost-per-click pricing (CPC) refers to the cost of keyword advertising that will only be charged each time a buyer searches for a product through a keyword and clicks on the product, and the cost is not higher than the product setting. The price per click of the keyword. The price per click is the single price charged by the platform to the seller when a buyer searches using keywords set by the seller and clicks on the product advertised by the keyword.
The system provides a detection mechanism to prevent malicious clicks. Under the effective operation of this mechanism, no matter how many times the same account clicks on the same advertisement within a fixed period of time, it will only be counted as one click, and only one click will be deducted. It should be noted that the seller’s own clicks are also counted as valid clicks.
When setting a product keyword, you can set the single-click price of the keyword, and you can also set the budget limit for the keyword. When the consumption reaches the upper limit, the keyword will automatically suspend participation in keyword advertising to prevent continuous spending on keyword advertising due to forgetting to turn off the advertisement.
(3) Keyword advertising product ranking rules
When multiple sellers purchase the same keyword, the result ads will be sorted according to the keyword quality score and the set single click price. . The advertising ranking of a certain seller’s product is affected by two factors: keyword quality score and single click price. The calculation formula is
Ad ranking = keyword quality score x single click price
(1) Keyword quality score
Keyword quality score is determined by predicted clicks It is calculated based on the rate, online advertising performance and relevance. ① Predicted click-through rate: The click-through rate of the product predicted based on the selected product, keywords and other information. ②Online advertising performance: the actual click-through rate of the product’s keywords during the advertising period. ③Relevance: The degree of correlation between the selected keywords and the product title, description, classification, etc.
(2) Single-click price: Indicates the set single-click price, that is, the one-time charging price when the buyer searches for and clicks on the product through this keyword. In the set keywords and keywords When the quality scores are the same, the higher the price per click, the higher the keyword ad ranking.
IV. Steps for using keyword advertising
(1) Set keyword advertising
(1) After logging in to the Seller Center, click “MarketingCentre” to enter ” My Marketing Campaign”.
(2) Click “MyAds” in “My Marketing Activities”.
(3) In “My Ads”, click “Promote Your Product Now” (add keyword ad).
(4) Select the product you want to promote, and then click “NextStep”.
You can select products to promote from the existing product list, or use the search box to search or filter to find the products you want to promote faster.
(5) Add keywords that need to be promoted for the selected products, click “Add recommended keywords” to set keywords.
(6) Select keywords related to the product, and set the single-click price and corresponding keyword matching method.
There are two main keyword matching methods, namely broad matching and precise matching. When setting broad matching, when the keywords searched by the buyer include the keywords set by the seller, the advertisement will have the opportunity to be displayed. When exact matching is set, the ad will have a chance to be displayed only when the keywords searched by the buyer are exactly the same as the keywords set by the seller.
Sellers can set the selected keywords to “Broad Match” or “Exact Match”.
(7) After selecting the keywords, click “You can set the single-click price of keyword ads”, and then click “Confirm” to confirm the price.
(8) After setting the single-click price, scroll down to the “Budget” interface and click “Set Budget” to set a budget for this keyword ad
< p>You can set the “Daily Budget” (daily budget), that is, the maximum amount of keyword advertising costs for this product every day,
At the same time, you can also set the “Total Budget” (total budget) of keyword advertising, set The total budget for keyword advertising promotion is 100 ringgit, that is, when the keyword advertising cost exceeds 100 ringgit, it will automatically stop. In order to ensure that the advertisement is online for a long time, it is recommended to set a daily budget rather than a total budget.
(10) To set the keyword advertising promotion time, you can select “NoTimeLimit” (no time limit) to take effect immediately, or select “Set Start/EndDate” (set the start/end time of keyword advertising promotion) .
(11) Click “Publish Promotion” (publish the keyword advertisement), which completes the setting of a keyword advertisement.
It is important to note that if there is not enough “Balance” in the “MyAds” account, the advertising promotion amount will not be able to create an advertising campaign, and the ads that have been set will also stop.
(2) Modify “My Keyword Ads”
For already set keyword ads, you can also make adjustments based on the performance of keyword ad promotion data. In “Keyword Ads” “-“Products Statistics” (keyword advertising data) interface can view all ongoing keyword advertising.
Click on any ongoing keyword advertisement to view the activity data of each keyword advertisement, and you can flexibly adjust the bid amount of each keyword based on these data.
(3) Methods to improve keyword quality scores
1. Optimize products
Optimize the titles of products that require keyword advertising according to product optimization methods and pictures to increase product click-through rates.
2. Adjust keywords to improve the relevance of products and keywords
That is, use keywords that are most suitable for the product to promote advertisements. For example, if you want to promote a lady For long skirts, the more accurate keywords are “Women clothes” (women’s clothing), “Dress” (skirt) and “LongDress” (long skirt), and the incorrect keywords are “Men clothes” (men’s clothing), correlation A small word is “Clothes”. Using words that are not very relevant can easily lead to more invalid clicks for the keyword promotion.