How to Use Ads

What's Changing?

Shopee is gradually phasing out Product Manual Ads to place development priority on GMV Max, our intelligent solution designed to maximize GMV. All existing Product Manual Ads will be automatically upgraded to GMV Max. With this change, ad setup and optimisation will be streamlined from individual keyword bidding to being able to directly specify target ROAS to better drive desired results.

FAQs

1. Why is Manual Bidding being upgraded to GMV Max?

Shopee is gradually phasing out Manual Ads to align with industry standards, moving towards streamlined automated ad solutions. This change helps simplify ad setup and improve performance outcomes for sellers, additionally allowing us to further prioritize the development of our intelligent capabilities within GMV Max.

2. What will happen to my current Manual Keyword Campaigns?

All existing Manual Keyword Campaigns will be automatically upgraded to GMV Max. You'll receive a notification before the upgrade happens, along with clear guidance on the steps to follow.

Once upgraded:

1. Your ads will now be GMV Max ads (Auto Bidding, or Custom ROAS). Please ensure to review the new ads settings (Bidding Method, ROAS Target, Budget)
2. Previous manual settings (e.g. keyword match types, manual bids) will no longer apply
3. The system will optimize delivery based on your daily budget and ROAS settings

For more details on the upgrade process, refer to this guide: 

https://ads.shopee.com.my/learn/faq/505/2030

3. Can I switch back to Manual Keyword Bidding?

No. Once upgrade is complete, manual keyword bidding will no longer be supported. This change is part of Shopee;s move toward a more automated and performance-driven ad system to help sellers scale more efficiently. We encourage you to explore GMV Max features like Custom ROAS if you're looking for more control over campaign performance.

4. Can I still select keywords in GMV Max?

No, keyword selection is no longer required in GMV Max. It uses an Auto Keyword strategy, where the system automatically matches your ads to the most relevant search terms. This matching is based on your product title and listing content, buyer search intent and historical ad performance and signals. The goal is to help you reach the right buyers while achieving your desired ROAS with minimal manual setup. If you're aiming for more reach, try a lower ROAS target; for more niche targeting, set a higher ROAS.

5. Can I bulk edit GMV Max ads?

Yes. You can mass select up to 30 products at once when creating or editing GMV Max campaigns via the Seller Center dashboard. This makes it easier to manage multiple SKUs efficiently and apply consistent settings.

1. For Auto Bidding, the system will assign a recommended ROAS range based on SKU signals. 
2. For Custom ROAS, sellers can manually input their own target ROAS. The daily budget is shared across all selected SKUs within the same campaign, regardless of bidding type.

6. Can I run multiple GMV Max ads for the same SKU?

No. Under GMV Max, a SKU can only be promoted in one GMV Max ad at a time. If you try to include a SKU that's already being used in another GMV Max ad, the system will show a pop-up message informing you that an ad is already running. If you proceed, the existing ad will be automatically paused to allow the new one to run. This helps avoid internal competition and ensures better ad delivery optimisation.

7. Is GMV Max available for all sellers?

Yes. With the phasing out of Manual Ads, existing Manual Ads have been updated to either GMV Max Auto Bidding or GMV Max Custom ROAS.

8. What if I don't upgrade my Manual ads by D-14?

If your Manual Ads are not upgraded by D-14, they can still remain active and be edited. However, starting from D-7 onwards, Manual Ads will no longer be editable and creation of new Manual Ads will no longer be supported. It's highly recommended to upgrade your ads early, giving your ads time to acclimate to GMV Max before the auto upgrade on D0.

9. What if I still do nothing by D-7?

By D-7, Manual Ads will no longer be editable and creation of new Manual Ads will no longer be supported. Existing Manual ads will still continue to run, but this is the last window to upgrade manually.

We highly recommend you to upgrade during this period to determine the new ads settings before the auto upgrade.

10. What happens on D0 if I don't upgrade?

On D0, any active or scheduled Manual Ads will be automatically upgraded to GMV Max. You’ll be given a pop-up notification in Seller Center with a summary of all upgraded Manual Ads and their new GMV Max settings. Please ensure to review these settings and make the necessary adjustments to better align with your advertising goals.

11. Will my ads performance be impacted by the upgrade?

Please expect some performance fluctuations during the learning phase (7-14 days after ads are set up). Performance will begin to stabilise and gradually improve as the system learns to better optimize based on the desired ROAS target.

12. Can I still select keywords in GMV Max?

No, keyword selection is no longer required in GMV Max. It uses an Auto Keyword strategy, where the system automatically matches your ads to the most relevant search terms. This matching is based on your product title and listing content, buyer search intent and historical ad performance and signals. The goal is to help you reach the right buyers while achieving your desired ROAS with minimal manual setup. If you're aiming for more reach, try a lower ROAS target; for more niche targeting, set a higher ROAS.

13. How can I ensure my ads still reach the right audience?

Focus on your product title and listing quality. Relevant keyword usage in your product title helps the algorithm to better match your listing with relevant user search queries.

Additionally, ROAS targeting can be leveraged to adjust the buyer audience targeting:

1. When you set a high ROAS target, GMV Max will cater your ads towards a niche buyer audience to filter for high-intent buyers, this can improve conversion efficiency but will limit reach. 
2. Alternatively when you set a lower ROAS target, GMV Max will expand delivery to a broader range of potential buyers, reach and exposure to raise the conversion opportunity to drive a higher sales volume.

14. What is the “Diagnosis” section in GMV Max ads?

The Diagnosis section provides an at-a-glance assessment of your campaign's current health. It evaluates four key areas: Bidding, Budget & Balance, Continuance and Competitiveness. Each section includes recommendations to help improve campaign performance.

15. Can I still run ads if my balance is low but not zero?

Yes, but delivery may slow down or stop at any moment. The system reduces spend when balance is low to prevent abrupt pauses. It's best to top up early.

16. Can I run GMV Max and Shop Ads at the same time?

Yes, GMV Max is for Product Ads, while Shop Ads run separately to promote your overall store. However, ensure your total ads budget covers both to avoid premature delivery interruptions.

17. Can I run GMV Max campaigns without setting an end date?

Yes. GMV Max campaigns can run continuously as long as daily budget and balance are sufficient. You can pause or adjust anytime.

18. How can I monitor which SKUs are performing best in GMV Max?

Use the Seller Center Ads Dashboard to track performance by SKU. Focus on GMV, ROAS, and conversion rates to identify strong-performing products.