If you're new to Shopee Ads, one of the most common questions is: Should you use Keyword Ads or Discovery Ads? While both ad formats help increase product visibility and sales, they work in different ways and are designed for different business goals.

Choosing the right type of Shopee Ads can help you maximize your advertising budget, improve conversions, and generate a higher Return on Ad Spend (ROAS).

In this guide, we'll compare Keyword Ads vs Discovery Ads to help you decide which option is best for your business.

What Are Keyword Ads?

Keyword Ads display your products when shoppers search for specific keywords on Shopee.

For example, if a customer searches for "men's running shoes," products targeting that keyword may appear in the search results.

Benefits of Keyword Ads

  • Reach shoppers with high purchase intent
  • Increase the likelihood of generating sales
  • Choose your own target keywords
  • Easily monitor performance and adjust bids

Who Should Use Keyword Ads?

Keyword Ads are ideal for:

  • Businesses focused on increasing sales
  • Products with existing search demand
  • Best-selling products
  • Sellers looking to improve ROAS

What Are Discovery Ads?

Discovery Ads promote your products across Shopee's recommendation placements, such as related products and personalized product recommendations.

Unlike Keyword Ads, shoppers don't need to search for a specific keyword to see your products.

Benefits of Discovery Ads

  • Increase product visibility
  • Reach new potential customers
  • Promote new products
  • Generate more product page visits

Who Should Use Discovery Ads?

Discovery Ads are ideal for:

  • New product launches
  • Businesses building brand awareness
  • Sellers looking to increase product traffic
  • Businesses expanding their customer base

Keyword Ads vs Discovery Ads: What's the Difference?

How Your Ads Are Displayed

  • Keyword Ads appear when shoppers search for relevant keywords.
  • Discovery Ads appear in recommendation sections across Shopee without requiring a search.

Advertising Objective

  • Keyword Ads focus on generating sales from shoppers who are actively searching for products.
  • Discovery Ads focus on increasing product visibility and brand awareness.

Target Audience

  • Keyword Ads reach shoppers with strong purchase intent.
  • Discovery Ads reach shoppers who may not yet know about your products.

Expected Results

  • If your goal is to improve conversions and ROAS, Keyword Ads are usually the better option.
  • If your goal is to increase traffic and brand awareness, Discovery Ads are more suitable.

Which Shopee Ads Should You Choose?

The right choice depends on your business objectives.

Choose Keyword Ads if you want to:

  • Increase sales
  • Improve ROAS
  • Generate more conversions
  • Promote best-selling products

Choose Discovery Ads if you want to:

  • Launch new products
  • Increase product visibility
  • Drive more product page visits
  • Build brand awareness

Many successful Shopee sellers use both ad formats together—Keyword Ads to capture shoppers ready to buy, and Discovery Ads to attract new audiences and expand brand reach.

Conclusion

Both Keyword Ads and Discovery Ads play important roles in a successful Shopee advertising strategy. If your primary goal is to increase sales and reach high-intent shoppers, Keyword Ads are generally the best choice. If your goal is to introduce new products and build brand awareness, Discovery Ads can help you reach a broader audience.

By choosing the right ad format based on your business goals and continuously optimizing your campaigns, you can maximize your advertising budget and achieve long-term growth on Shopee.