Shopee and Lazada Ads, Run Country by Country

What settles the Shopee auction: Two listings bidding the same amount on the same keyword do not pay the same. Product Search Ads price against conversion, so a page converting at 1.2 percent spends roughly twice as much per order as a sibling at 3 percent before either bid moves. The first fortnight of this engagement goes into Business Advisor and the listing set rather than the ads panel, and some SKUs leave the plan permanently. What the auction work covers: Shopee Product Search Ads on manual keyword and automatic targeting, Shop Ads, and the discovery placements. On Lazada, Sponsored Search, Sponsored Discovery and Sponsored Affiliates, including the interaction between affiliate commission and ad budget, which is the line where sellers most often pay twice for the same order. Campaign structure, keyword harvesting from the search-term export, negative sets rebuilt weekly, dayparted bidding against local payday cycles, and the seller-funded voucher and free-shipping settings that decide whether a paid click has anything to convert into. Where a market has been switched to automated bidding, keyword control disappears and the remaining levers are product-set composition and budget allocation. I will tell you which of your markets that applies to before we sign. Six countries, not one region: Indonesia, Vietnam, the Philippines, Thailand, Malaysia and Singapore are separate auctions with separate basket sizes. Cash on delivery still carries the Philippine and Vietnamese accounts I run, and failed delivery there takes a real bite out of gross orders, so performance is read after cancellation and return-to-origin from your settlement reports. Indonesian volume moves with payday at the end of the month and with Ramadan. Singapore behaves like neither. Double-day rhythm: 9.9, 10.10, 11.11 and 12.12 are not a bid increase. Stock is locked, price parity against the other platform is checked, voucher stacks and affiliate commission are set so one order is not funded twice, and bids move on an hourly ladder through the midnight and lunchtime peaks. Afterwards I reconcile what the platform claimed against your settlement file, and we agree what the day actually earned. Measurement: Platform ROAS counts orders you would have received anyway. Once a quarter a matched SKU group goes dark for fourteen days and we price the difference. That read, not the dashboard, is the number I want your finance team looking at. Not included: Bahasa, Thai and Vietnamese listing copy and photography. Live production and host sourcing. KOL and affiliate recruitment. Chat response and customer service. Mall onboarding negotiation with your category manager. I brief a local team on all of it and review the output; I do not staff it. Who this is not for: Sellers running a single market at low monthly spend, who should be doing this themselves inside Seller Centre and will learn more that way. Brands whose distributor controls price and stock, because every recommendation will be unactionable. Anyone who wants total ad sales reported as the headline. Anyone needing same-hour response in Jakarta or Manila time. I work Indian hours with a scheduled overlap, and campaign-day cover is agreed in writing beforehand. Reporting: One weekly file at SKU level: spend, orders after cancellation, contribution after commission and fulfilment fee, and the suppression list with reasons attached. One monthly call.