How to Use Ads

To maintain a fair and stable advertising environment, Shopee has introduced a daily action limit per item for Product Ads. This change took effect on 1 December 2025 and applies to all sellers and all regions.

What's New

1. Each item now has a daily limit on the number of ad actions you can perform.

2. Once the total number of actions on a single item exceeds the allowed threshold, the system will automatically pause further edits for that item until the next day. We recommend not exceeding more than 10 actions per item daily on Product Ads (item-level) and Live Ads (campaign-level).

3. Example: If you repeatedly create, pause, restart, or edit the same items ad campaigns in one day, the system may restrict further edits once you reach the limit. You can continue making updates again the next day after the system resets automatically.

Applicable Ad Types

This update applies to:

1. Product Ads (including all GMV Max, Shop GMV Max campaigns)

2. Live Ads

Why This Change Was Made

This rule helps:

1. Ensure fair ad delivery for all sellers.

2. Prevent system overloads or unstable ad delivery caused by repeated edits on the same item.

3. Protect ads performance and integrity, ensuring healthy competition and ad exposure for everyone.

Actions Included in the Daily Action Limit:

1. Create
2. Start
3. Restart
4. Pause
5. Resume
6. Stop
7. Edit Budget
8. Edit Target ROAS

Actions Not Counted Toward the Limit

Some actions do not count toward the limit:

1. System‑triggered actions (e.g., Auto Budget Increase (ABI), Campaign Surge)
2. Sub‑campaign level edits (e.g., toggling Rapid Boost, updating manual keyword bids, or adding keywords)

Impact on Ad Performance

1. Hitting the limit will not affect your ad traffic or delivery performance.

2. It's not a penalty or mark of fraudulent activity — simply a temporary lock to prevent excessive item edits.

3. Ads will continue running normally; only new actions on the same item will be restricted until the daily reset.

Tips to Manage Your Ads Efficiently

1. Plan your edits: Batch your updates earlier in the day to avoid reaching the limit unexpectedly.

2. Prioritize key items: Focus changes on high‑impact products first.

3. Use automation: Leverage Auto Budget Increase (ABI) or Campaign Surge, which are not counted toward the daily limit and can help keep your ad performance strong.

FAQs

About the Action Limit

1. Do system‑triggered actions (e.g., ABI / Campaign Surge) count?

No — system‑triggered actions are excluded from the item‑level cap.

2. If I create an ad group with multiple  items, will I be restricted from any actions for the day?

No — the limit applies per item, not per ad group. Creating an ad group with multiple  items counts as 1 action per item, so you will not hit the cap.

3. When can sellers make changes again after hitting the cap?

They can resume ad edits the next day, when the daily limit resets automatically.

Eligible & Ineligible Actions

4. Can I still adjust Rapid Boost, keyword  bids, or add  new  keywords?

Yes — these are sub‑campaign actions and are not counted toward the daily cap.

5. What actions are included in the limit?

Create, Start, Restart, Pause, Resume, Stop, Edit Budget, Edit Target ROAS.

Impact on Account & Performance

6. Will the item be tagged as "fraudulent"?

No — reaching the limit does not mark the item or shop as fraudulent.

This rule simply prevents excessive edits and protects system stability.

7. Will this affect ad traffic or performance?

No — there is no negative traffic or performance impact. Sellers can continue running ads normally; only additional edits are restricted for the day.

ROAS & Optimization

8. Does this affect ROAS Protection?

Generally no. However, if a seller edits the item's Target ROAS on the same day, the item will be ineligible for ROAS Protection for that day only.

Workarounds & Planning

9. What should sellers do if they need urgent edits after hitting the cap?

Encourage sellers to prioritize critical items early to avoid reaching the limit too soon. If time‑sensitive updates (e.g., campaign schedule or budget allocation) are needed, they can:

1. Wait until the next day when limits reset; or
2. Use automated tools like Auto Budget Increase (ABI) or Campaign Surge, which are not counted toward the limit and help maintain ad effectiveness automatically.

10. Is this a permanent platform change?

Yes — this is a permanent safeguard to maintain system stability, prevent misuse, and ensure fair ad distribution for all sellers.