Part I. GMV Max Live - Custom ROAS

What is GMV Max Live Custom ROAS?

GMV Max Live Custom ROAS is an improved and upgraded Target ROAS solution of the existing Live Ads - Max GMV - Custom ROAS, which breaks the fences between the “ads traffic” and organic platform traffic, enabling advertisers to run their ads within a broader organic traffic load. By adopting GMV Max Live, advertisers can indicate a ROAS target. The system will optimize the GMV Max Live campaign throughout the Shopee platform to maximize GMV potential and maintain a stable fulfillment of ROAS performance.

Key Benefits of GMV Max Live Custom ROAS:

1. Better Visibility across Shopee

Tap into broader traffic to access a wider audience for your live room to drive sales potential. GMV Max Live breaks the boundaries between ads inventory and broader organic traffic, allowing advertisers to scale the GMV potential of the campaigns better, driving better conversions.

2. Boost Competitiveness with indicated ROI Suggestions

Set ROAS target according to Shopee platform's ROI suggestions customized based on organic live room performance, similar livestreamers of relevant live streaming category, as well as the latest data of ads-level performance. Or, go a step further and set a customized ROI goal that aligns perfectly with your business objectives based on your live room-level historical performance. Shopee will strive to hit the goal as closely as possible through dynamic bidding to maximize GMV and ROAS fulfillment.

3. Streamlined Performance Optimization

GMV Max Live Custom ROAS is exclusive with all other ad types of Live Ads, and advertisers can only set one single GMV Max Live ad during any time duration. This exclusive logic enables the system to better consolidate and optimize the efficiency of your GMV Max Live ads campaign on the overall live room-level throughout Shopee Platform, preventing the risk of cannibalism among ads campaigns of the advertiser and alleviating operation load by optimizing the advertiser’s operation mode from “setting up multiple live ads campaigns tracking ads performance” to “create one GMV Max Live campaign and monitor data as the overall performance of the live room.”

Best Practices for GMV Max Live - Custom ROAS

1. Refrain from unnecessary edits during the Learning Phase (Ads Cold Start Stage):

After the start of your campaign, it will automatically enter the Learning Phase whereby Shopee will aim to help stabilize performance. During the Learning Phase, it is expected that there will be some ROAS fluctuations as the algorithm stabilizes. Hence, it is recommended that advertisers do not make changes to the campaign during this period.

1. Set Realistic ROAS Goals:

It is recommended for advertisers to set up campaigns based on the recommended ROAS values provided by Shopee. These recommendations are customized based on your live room-level historical performance, as well as competitive insights on the platform for similar livestreaming categories. An excessively high ROAS goal will result in limited campaign pacing and spending as GMV Max will become highly selective to maintain the submitted ROAS goal. Shopee will strive to hit the indicated ROAS goal as closely as possible, but it is not guaranteed.

Note: The custom ROAS target is suggested to be within +25% range of the highest Shopee suggested ROAS value to retain ROAS fulfillment and efficient budget utility.

1. Focus on L7D Data Reporting of Ads Performance:

Shopee recommends choosing L7D data reporting for GMV Max Live Custom ROAS. Focusing on a longer period without frequently adjusting campaign settings is better for the system to accumulate more stable and consistent data for efficient ads optimization and decrease the odds of achieving poor ROAS fulfillment or having sudden expense surge due to negative operations.

1. Keep GMV Max Live Running During LIVE Continuously:

GMV Max Live only supports setting up by “All Day” time duration. It is recommended to keep GMV Max Live ads running all day throughout the whole livestreaming session and avoid pausing/restarting the ads campaign frequently within one day, or else it may cause unstable ads absorption with poor ROAS fulfillment.

Part II. GMV Max Live - Auto Bidding

What is GMV Max Live - Auto Bidding?

GMV Max Live - Auto Bidding is an improved and upgraded Target ROAS solution of the existing Live Ads - Max GMV - Auto Bidding, which now unlocks broader traffic access and improved optimization capabilities. With a 1-easy click, the system will help to optimize your campaign performance based on the platform-estimated return on investment (ROI) target. Each campaign is limited to one live room.

Best Suited For:

GMV Max Live - Auto Bidding aims at maximizing traffic exposure for advertisers who do not have a specific ROAS target and are aiming to maximize their GMV within a budget constraint. Hence, this feature will be most suitable for:

1. Advertisers with limited experience/time resources to manage campaigns effectively
2. Advertisers looking to test their item conversion performance in a controllable budget
3. Advertisers focused on rapid sales conversion within a fixed budget

For sellers looking to set up campaigns with a high prioritization of Target ROAS performance and conversion costs, a GMV Max Live Custom ROAS campaign will be more suitable.

Key Benefits of GMV Max Live - Auto Bidding:

1. Better Visibility across Shopee

Tap into broader traffic to access a wider audience for your chosen products to drive their sales potential. This allows advertisers to scale the GMV potential of the campaigns better, driving better conversions.

2. Streamlined Performance Optimization

Consolidate and optimize the efficiency of your campaigns on the overall live room level across the Shopee platform, eliminating the need to track across multiple setups as Shopee will help to optimize your campaigns through system optimization.

3. Maximize your Campaign Budget

GMV Max Live - Auto Bidding will maximize your budget potential by adjusting bids and display strategies to ensure efficient budget use, leading to increased traffic and improved performance during your specific campaign duration. This allows advertisers to use GMV Max Auto Bidding as a rapid boost strategy for your tactical campaigns on live streaming sessions.

Part III. Ads Requirements & Creation Flow

Ad Requirements

1. One GMV Max Live campaign is focused on one live room.
2. If there are any ongoing/scheduled Live Ads with overlapping durations for your selected live room, please note that enabling GMV Max Live will cause the other existing ads to be paused automatically.

1. GMV Max Live only supports setting up by “All Day” time duration to allow Shopee to fully monitor and adjust bid prices across different environments, ensuring that the overall ad spends are balanced against the GMV earned for the product to maintain the ROAS goals.

How to create GMV Max Live - Custom ROAS /Auto Bidding Ads on a PC / App