How to Use Ads

What is "Ads Assistant" Feature？

Ads Assistant is a goal-based managed ads service that continuously optimizes your shop's product ads with strategies tailored to your shop. Set your advertising goal once (Target ROAS, budget, optional GMV target, special rules), and Ads Assistant will run your shop's Product Ads continuously on your behalf — adjusting individual campaigns target ROAS and budgets, grouping products, creating/pausing campaigns to grow sales while meeting your target ROAS set.

Note: At this stage, the Assistant might occasionally overspend shop budget by 2–3%, but it'll stay within a 5% cap.

What changes for the seller

Key Benefits of "Ads Assistant" Feature

1. Less Manual Setup, More Optimization

You no longer need to configure ads one by one. Ads Assistant centrally manages eligible single-product and multi-product ads, creating greater room for optimization.

2. More Flexible and Granular Goal Management

Ads Assistant continuously optimizes toward shop-level budgets, ROAS, and your business goals, while supporting targets for specific products or categories.

3. Simpler, More Transparent, and Controllable

Once you confirm goals and set additional rules, Ads Assistant manages ads continuously and explains its actions through reports. You can still modify, pause, or exit at any time.

Page View: Classic View vs Smart View

Classic / Smart View is a toggle on the Shopee Ads Homepage for who have (or had) a managed plan. It changes how the seller views and manages ads — it does not change how the plan runs. The plan keeps executing identically in both modes.

How to use the "Ads Assistant" feature?

A. Entry Point

1. Go to Shopee Ads Homepage

2. Ads Assistant module is placed below My Account, Smart Voucher, and Ads Rewards.

B. Creating a Plan

1. Click "Set up with Ads Assistant" in the Ads Assistant module

1. Ads Assistant introduces itself and issues a "Set Plan Target" widget, pre-filled with recommended Target ROAS and budget (daily or monthly).

2. Follow recommended target or fill your own

1. You can follow the suggestion or input your own target. You can also ask whether a number is reasonable, state a GMV goal, add special requirements ("exclude these items", "new products ROAS 10", "don't pause my campaigns during the campaign period").

3. Every value is validated

1. Pass (proceed) / Warning (assistant explains the risk, seller may keep their value or take the suggestion) / Block (assistant explains why it cannot be set and what to change — e.g. budget below the shop's minimum runnable budget).

4. Click "Publish".

C. Performance Monitoring While Plan Is Running

You can monitor performance and control Ads Assistant through chat, the launch scope covers queries, diagnosis and modifications for the managed plan and Product Ads:

1. Query: Ask or modify current plan, modification history, plan progress, check expense/ROAS/impression data.

2. Explain & diagnose: Ask questions on performance or actions: "Why did expense jump yesterday", "Why was this product's campaign paused". Ads Assistant will explain performance changes and actions with reasoning.

3. Modify plan: Change any plan setting by chatting in natural language, then confirm it in the widget. Changes take effect immediately after you confirm (or at the scheduled time for campaign-period settings).

4. Ask for advice: Ask Ads Assistant for recommendations: "What ROAS should I set for new products", "Should I raise budget or lower target ROAS?". Ads Assistant will provide recommendations with reasons, and nothing will be applied until you confirm.

5. Ads knowledge QA: General questions on Shopee Ads e.g. "how does GMV Max work”.

Important notes:

1. Ads Assistant cannot guarantee outcomes.
2. Ads Assistant cannot change your funding arrangement or increase your plan on its own.
3. While your plan is active, make changes through Ads Assistant (chat) instead of editing campaigns manually.
4. Ads Assistant may occasionally overspend its budget by 2–3%, but it'll stay within a 5% cap.

D. Performance Reports

1. Weekly report:

1. Generated by Ads Assistant — includes a performance summary, what drove the changes, actions taken and why, and suggestions.
2. When the report is ready, a "Your last week's report is ready" banner appears in Smart View. Click "View" to open it in chat.

E. Pause, Resume and Stop

1. Pause

1. You can pause or stop Ads Assistant anytime in chat. Before pausing, Ads Assistant checks your recent performance once and, if spending is your concern, suggests lowering the budget instead. If you still want to pause, it pauses your plan right away.

2. After pausing

1. Your existing campaigns keep running with their last-applied settings; Ads Assistant simply stops adjusting them. Nothing is deleted.

3. A paused plan can be resumed as is, or edited first and then restarted ("Save & Start").

How Ads Assistant Differs from Shop GMV Max

1. Shop GMV Max is a campaign type: a single shop-level, multi-product campaign that optimizes automatically within its own scope.
2. Ads Assistant is a shop-level managed service that runs your shop's entire Product Ads account.
3. Shop GMV Max is one of the tools Ads Assistant can use, not a competing product.

Q&A

1. Key Metrics for Setting

2. What Ads Assistant can do

Once your plan is active, Ads Assistant can manage your shop in the following ways:

1. Creating or pausing ad campaigns
2. Managing which products are included in the plan
3. Adjusting budgets
4. Adjusting Target ROAS
5. Adjusting, maintaining, pausing, or restarting campaigns based on product and ad performance
6. Applying differentiated strategies for different products or product groups
7. Summarizing performance, key actions taken, and next steps in periodic reports

You can also set rules for specific products, such as excluding certain products, setting specific requirements for priority products, or stopping Ads Assistant from taking certain actions on particular product types. Ads Assistant always operates within these rules.

Chat discussions, recommendations, and drafts do not change your active ads. Ads Assistant only applies recommendations that you approve.

3. Special Rules Examples

You can set up to 3 special rules at a time, including "Exclude Products". To keep your shop's ads effectively managed, excluded products cannot exceed 20% of your total eligible products.

4. How to Continuously Optimise

Ads Assistant is not a "set-and-forget" feature. It works in a continuous loop of "Observe – Adjust – Verify – Review."

Ads Assistant typically makes gradual adjustments and allows time to observe results after each change, avoiding unnecessary fluctuations from frequent or large changes across multiple settings.

5. Working with Existing Ads Features

1. When Ads Assistant is turned on, Campaign Surge, Auto Budget Increase, and Rapid Boost are temporarily turned off to avoid multiple automated tools optimizing the same ads at once.
2. Once you turn off Ads Assistant, these features resume automatically.
3. If you switch from Shop GMV Max to Ads Assistant, your existing Shop GMV Max settings can be pre-filled. Review the final budget, Target ROAS, and product scope on the confirmation page; once confirmed, Ads Assistant follows your final plan.

6. What You Can View and Manage

While your plan is active, you can:

1. View your current Target ROAS, budget, managed products, and plan status
2. View key actions taken by Ads Assistant and the reasons behind them
3. Track key metrics: Impressions, Sales, Expense, and ROAS
4. View periodic performance summaries, risk alerts, and next steps
5. Edit targets, budgets, managed products, or special rules
6. Pause, resume, or exit Ads Assistant

Before applying key changes to budget, Target ROAS, or managed products, Ads Assistant shows the expected impact and only applies them after you confirm.

7. ROAS Protection Still work with Ads Assistant

1. Eligible campaigns managed by Ads Assistant keep their existing ROAS Protection status, in line with platform policy.
2. Optimizations made by Ads Assistant do not count toward the manual edit limits that would otherwise affect ROAS Protection eligibility. Eligibility, coverage, and terms still follow existing platform policy.

8. Common Questions