Keyword Ads

Setting Up Keyword Ads

How do I choose the right products?

It is important to select the right products to advertise based on your business goals.

  • Increase exposure of new products

Choose new products to boost their exposure and test their market potential.

  • Grow sales 

Focus on your bestsellers with great organic sales performance and products with great sales potential, such as promotional products. 

  • Boost profit 

Focus on products that sell well, especially those with high organic profit margin.

How do I set my budget and ad duration/period?

You can set your budget and time length for your Keyword Ads before publishing them.

  • Use default mode or "No Limit" for your budget and "No Time Limit"; If you have restrictions, you can "Set Budget" and "Set Start/End Date" for each ad.

  • Ensure that your budget is sufficient for your desired exposure and click volume; your ad will stop running once your budget is depleted. 

How do I set my keywords, match types and bid prices?

  • Auto Selected

(Currently in Beta Mode and only open to selected sellers users)

If you are new to Keyword Ads, or if you are not sure how to choose keywords, toggle on "Auto Selected". Shopee will select keywords that are relevant to your product, based on searches related to your product information.

  • Manually Selected

If you are an advanced user, or if you would like your ad to appear at the very top of the search results for certain keywords, you can select your own keywords and bid prices for your ads. 

You can also choose different match types for keywords.

  • Broad Match (default) 

Your ad will appear on the search results page as long as shoppers' search phrase contains the keyword you've placed a bid for, e.g. if your keyword is "dress" and shoppers search for "floral dress", your ad will appear.

  • Exact Match 

Your ad will only appear when shoppers search for the exact keyword you've placed a bid for, e.g. if your keyword is "dress" and shoppers search for "dressES", your ad will not appear. Use of capital letter does not affect your exact match ad listing. So if a shopper buyer searches for "DRESS", your ad will still show. 

Now, you need to set a bid price for each manually selected keyword. 

  • The system will display a suggested bid price as a guide.
  • Using the suggested bid price ensures that your ad will appear in the top 2 positions. 
  • The suggested bid price for Broad Match is 20% higher than for Exact Match.
  • You can still adjust your bid price after your Keyword Ads have gone live. 

Here are some strategies for selecting keywords, match types and bid prices based on your objectives: 

  • Increase exposure 
  • Use at least 10 keywords per product, including synonyms or variations of keywords relevant to your advertised product. For example, for the product below, you can use "shoes", "sneakers", "sports shoes", "sporty shoes", "outdoor shoes", "dance sneakers", "dance shoes", etc. 


  • Choose all relevant keywords suggested by the Shopee system and add your own. 
  • You can always optimize your ads afterwards by removing keywords that have performed badly.
  • Use Broad Match for your keywords to reach a wider audience.
  • Bid competitively and try the suggested bid price.

  • Increase sales 
  • Use a combination of Broad Match and Exact Match to maximize traffic to your product detail page, where shopee buyers make purchasing decision.
  • For Broad Match, use generic, popular and relevant keywords that shoppers would use to look for your product, such as "sweater" and "Adidas sweater". 
  • For Exact Match, use specific and relevant keywords that shoppers would use to look for your product, such as "Adidas sporty sweater" or "Adidas blue sweater".
  • Bid competitively and try the suggested bid price.

  • Increase profit
  • Target the most relevant keywords shoppers would use to look for your product.
  • Include highly specific keywords such as "dark-roast coffee" instead of "coffee". 
  • Highly specific keywords tend to be cheaper per click and can attract more relevant shoppers to your product. 
  • Focus on using Exact Match to drive relevant traffic to your product. 
  • If more ad exposure is needed, use Broad Match but set to a lower bid price. 

How do I set up Keyword Ads?

1. Log in to Seller Center and enter Marketing Center

2. Click on My Ads

3. Click on Keyword Ads

4. Click on + New Keyword Ads to create new ads

You can also set up Keyword Ads for all your listed products by:

1. Go to My Products in Seller Center

2. Click on the Actions dropdown

3. Click on Buy Keyword Ads and you will be directed to My Ads

4. Select the product you wish to promote and click Next 


5. Toggle on Auto Selected on to allow Shopee to manage your keywords. We will match your ad with keywords and products that are similar to your ad.

To add your own keywords, click + Add Recommended Keywords.

  • The system will provide you with the top searched keywords in the past 30 days that are relevant to your product.

6. Pick relevant keywords and set bid price and match type

  • The system provides suggested bid price for each recommended keyword.

7. Click Add More to add your own keywords

8. Use the search bar to add more keywords

9. Set your bid price and match type for newly added keywords

10. Click Confirm to add the keywords

11. Enter budget for your ad

  • Budget is the maximum amount you will be charged. Your ads will stop once your ad expense reaches your budget amount. 
  • You can set a daily budget for the maximum ad expense per product per day.
  • You can also set a total budget for the maximum ad expense per product for the entire duration of your ad.

12. Indicate time length for your ad

  • By setting start and end dates, your ads will stop after the end date.

13. Click Publish Promotion  

How do I edit my Keyword Ads?

To allow Shopee to manage your keywords and bidding

(Currently in Beta Mode and only open to selected sellersusers)

1. Click on your ad and go to the Ad Detail page

2. Click on Auto Selected

To mass edit your Keyword Ads:

1. Select the keywords you wish to edit 

2. Click on any relevant functions to adjust bid price, change match type (Broad or Exact) or delete keywords

3. The Adjust Bid Price function allows you to edit the bid prices of selected keywords by amount, percentage, and setting to the preferred or suggested bid prices

To edit your Keyword Ads individually:

1. Go to the relevant product with Keyword Ads in the Product Statistics section of the Keyword Ads Homepage in My Ads. 

2. To edit your ad duration, hover over the time period and click on the pencil icon.

  • You can select "No Time Limit" for your ad duration or set your preferred start and end dates.

3. To edit your budget, hover over budget and click on the pencil icon

  • You can select "No Limit" for your ad duration, or set a maximum or daily budget.

4. To edit your bid price, click into the picture of the product with Keyword Ads

  • Click on the pencil icon next to the current bid price of each keyword.
  • Enter the new bid price and click Confirm.

5. To pause or stop your Keyword Ads, click the pause button or stop button 

6. To remove a keyword, hover over the keyword and click Delete followed by Confirm

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