Part1. Product Profile

🙋What is Search Brand Ads

When the user searches the keywords reserved by the seller, Search Brand Ads will occupy the top view placement on the search result page. Taking nearly half screen space, Search Brand Ads enhances brand imaging through key info displayed(the brand shop info; brand banner; 4 hero products), it also grabs users’ eyes by accommodating the template elements to voucher display or flash sale scenarios. 

Through premier placement and product display, Search Brand Ads is a great tool to build an attractive shop front, which amplifies the brand awareness and attracts the user's purchasing intention. 

Product Benefits and Value

1. An Attractive Shop Front: Improve brand image and Top the hero products

Users tend to search around and compare when they browse the search result page. SBA’s branding banner and hero products naturally catch the user’s attention at first glance, helping retain users‘ interest and lead them to view your shop rather than search around others.

2. Reduce competitor interception:

From [competing display ranking] to [dominating first view], Search Brand Ads create a premier display window to users who search and browse. 

Take the example of the market with highest adoption rate and daily ads expense, it has shown that Search Brand Ads UV takes nearly half of the whole search result page UV(UV Interception rate 43.8%) . Through Search Brand Ads’ dominating first view and taking up nearly 50% space of screen, most users will be attracted to view and click on the SBA, thus occupying more users’ first attention and reducing interception of your competitive brands/shops. 

3. Best Practice

SBA Templates

2.1 Standard Template:

2.2 Premium Templates

What benefit can Premium Templates - Live Template bring?

Compared with the Standard Template that previously used by Search Brand Ads sellers, we newly launched the Premium Templates, which occupy larger spaces on the search results page, enjoys a more visually appealing design for sellers’ live room, bringing better performance for Search Brand Ads Campaigns to increase shop view & live view and to maximize conversion.

In our pre-launch test, Premium Template - Live Templates achieves higher CR than the Standard Template, indicating that it can activate higher buyer potential than Standard Template.

(AB test data shows that Premium Template’s CR is 18% higher than Standard Templates)

What's the Pricing Strategy for Premium Templates?

Due to Premium Templates boasting wider click area and a more vivid visuality of brands’ live activities, Premium Templates - Live Template will upcharge the CPM compared with the Standard Templates. The upcharge range will be within 1.1-1.2 times of the original CPM, the upcharge percentage will not exceed 20%. 

The CPM upcharge will only happen when sellers toggles on “Premium Templates” and go live on Shopee. When the seller stops live streaming, even if the “Premium Templates” toggle is on, we will not display Premium Templates since there are no live activities by the sellers themselves, instead, Standard Templates will show and CPM will keep at the original level without upcharge.

NOTE* : please note when a SBA campaign is in stages of creative pending review, creative reject, creative approve-schedule, user can toggle on/off the premium template on ads details page. While after the campaign is ongoing/ended/ cancel/ deleted, users can not edit the toggle on/off of the premium template anymore.

User Scenarios of Search Brand Ads - Premium Templates

To Increase Live Streaming Visibility 

Premium Templates - Live Templates introduce a new display window for seller’s live activities, bring more live room visibility and boost engagement and purchase actions. When buyers search the reserved keywords for Search Brand Ads, they will see dynamic live streaming through live templates instead of static banners or pictures of Standard Templates, which can better make users interested and drive more clicks and purchases in the live room.

To boost New Product Launches and Campaign Day Sale

When brands have new product launches or during campaign days, in the live room, they also tend to promote the new products or boost hero products with attractive discounts during campaign days in the live room. 

After users search the keywords and the live templates display, they can directly see clearly on: what the new products look like in reality, what the discounts are and what’s the best product combo through live room visual and audio experience presented by the Live Templates. 

In this way, Premium Templates - Live Templates presents a vivid brand image in motion, more fun and attractive, and can better engage sellers to click into the live room and ultimately place an order. 

Premium Template - Live Template Set-up flow

Data Review

Creatives Guidelines

💡Refer to creative guidelines for more detailed info: https://ads.shopee.com.my/learn/faq/504/1782

Part2. Display logic,Charging and Reserved Keywords

【Display Logic】

Sellers can choose reserved keywords for Search Brand Ads

When users search the keywords reserved by you, Search Brand Ads will appear on top of the search result page. 

【Charging】

Budget deduction of Brand Ads will be from the sellers' Ads Credit balance. To deduct the CPM for every 1000 impressions of Brand Ads seen by users in real-time.

【Reserved Keywords】

Follow the word choice suggestion：

Relevancy Goes First:

The reserved keywords should be highly relevant to the store's promoted/hot/upcoming new products.

-If you choose to use manual mode: make sure that the reserved keywords are related to the hero 4 products displayed on the Search Brand Ads.

-When using auto mode: in addition to brand name keywords, do remember to reserve keywords for hot/new/promoted products.

Part3. Ads Creation

💡Pls refer to [External] Shopee Search Brand Ads Pitch Deck and Onboarding Guide_Sep 2024 for more detailed info.