How to Use Ads

What is "Campaign Surge"?

During major sales campaigns, sellers often experience a spike in orders — but also face increased competition due to peak season traffic.

Campaign Surge Optimisation is a smart tool that helps you stay competitive by automatically adjusting your ad settings to maximise sales during these high-traffic periods.

The system will:

1. Automatically increase your bid prices
2. Adjust your budgets upward
3. Optimise your ROAS targets in real time

With these automated changes, the feature helps you capture high-intent traffic more effectively, driving higher GMV and more orders — without the need for manual adjustments.

How to enable “Campaign Surge”?

1. Enter Shopee Ads: From the Shopee seller center homepage, navigate to the Marketing Center and select Shopee Ads.

2. Enter Smart Shop Booster: Click the “Boost” button on “Smart Shop Booster” module to enter the toggle page.

3. Activate toggle: Turn on the toggle of “Campaign Surge Optimization” and click the “Confirm” button.

What are the changes to the ads by turning on Campaign Surge?

The following adjustments will take effect starting from 12 AM on the campaign day: 

a. Increase Bid Price

1. Manual bidding adjustments will continue as in the “Campaign Day Bid Price Optimization” (Manual Product Ads and Manual Shop Ads). 
2. The algorithm will update your bid price during the campaign day or period based on the ROAS performance for the last 7 days before the campaign.

b. Increase Budget

1. Your budget for good performing ads will automatically increase by 20% when you've run out of budget, up to a maximum of 5 times per day.
2. Good performing campaigns are the ones fulfilling ROAS target for the last 7 days before the campaign.

c. Decrease ROAS Target

1. System will lower down your Target/Estimated ROAS for good performing campaign to capture more traffic and sales during campaign day. 
2. GMV Max Custom ROAS: ROAS Target will decrease by up to 30% (but no lower than the lowest recommended ROAS value). 
3. GMV Max Auto Bidding: Estimated ROAS range will decrease by 10%.
4. Similar to the budget adjustments, ROAS adjustments will be applied to good performing campaigns which fulfilling ROAS target for the last 7 days before the campaign.

How can I check if the feature is active?

1. You will be able to see the ongoing or upcoming campaign through the Smart Shop Booster setup page. 

The "View Ads" section will provide clear breakdowns of ROAS target adjustment per tab, allowing for more granular review of system-initiated adjustment during campaign period.

How are sellers informed about campaign surge status?

1. Shopee will send pop-up notifications in Seller Center to remind sellers of the status of Campaign Surge