Launching a new product on Shopee can be challenging because it has little or no sales history, reviews, or conversion data. This can make it harder to build customer trust and for the system to understand which shoppers are most likely to buy.

Shopee Ads can help accelerate product visibility and collect valuable data from your first customers. However, instead of spending heavily from day one, it's better to test your product, keywords, and product page first to see what actually generates sales.

This guide explains how to start Shopee Ads for new products, from preparing your product page and choosing ad types to analyzing results and scaling your budget.

1. Prepare Your Product Page Before Running Ads

Before launching ads, make sure your product page is ready to convert incoming traffic.

It should include:

  • A product title with relevant keywords
  • High-quality product images
  • Product videos
  • Complete product information
  • Clear and easy-to-understand benefits
  • Competitive pricing
  • Attractive promotions or vouchers

If your ads generate traffic but the product page cannot convert visitors into buyers, your ad budget may simply be paying for clicks.

2. Start with a Product That Has Sales Potential

Even if the product is new, evaluate whether it has a clear selling point.

Consider whether it has:

  • An attractive price
  • A clear advantage over competitors
  • Easy-to-understand benefits
  • A launch promotion
  • Enough profit margin to support advertising costs

If the product doesn't have a compelling reason to buy, simply increasing the ad budget may not significantly improve conversions.

3. Start with Keyword Ads

For new products, Keyword Ads can be a good starting point because they allow you to reach shoppers who are actively searching for relevant products.

Start with keywords that are:

  • Highly relevant to the product
  • Closely related to purchase intent
  • Specific rather than overly broad
  • Consistent with your product title and description

For example, if you're selling men's running shoes, instead of starting with a broad keyword like "shoes," consider a more specific keyword such as "men's running shoes."

4. Don't Use Too Many Keywords at First

New products don't have enough data to evaluate a large number of keywords effectively. Using too many keywords can also make it difficult to understand where your budget is going.

Start with your most relevant keywords and monitor:

  • Impressions
  • Clicks
  • CTR
  • CPC
  • Orders
  • Conversion Rate
  • ROAS

Once you identify keywords that show potential, gradually expand your campaign.

5. Start with a Controlled Budget

Don't judge a new product based on just a few hours of advertising, but don't spend heavily from day one either.

Start with a budget your business can comfortably manage and track the customer journey:

Impressions → Clicks → Product Visits → Purchases

The data can help identify where the problem lies.

For example:

Low Impressions → Review keywords and bids
Low Clicks → Improve product images or title
High Clicks but Low Sales → Review pricing, promotions, reviews, or product page
Orders but Low ROAS → Optimize bids and advertising costs

6. Use Vouchers to Increase Conversions

New products often have limited reviews and social proof. An attractive offer can help reduce purchase hesitation.

Consider using:

  • Launch vouchers
  • New-customer discounts
  • Multi-buy offers
  • Free gifts
  • Free shipping promotions

The goal is to make customers feel that the product is worth trying.

7. Build Reviews from Your First Customers

Once you start receiving orders, focus on creating a positive customer experience and building genuine reviews.

Pay attention to:

  • Product quality
  • Packaging
  • Shipping speed
  • Customer service

Reviews can build trust in a newly launched product and make future customers more confident about purchasing.

8. Don't Increase Your Budget Immediately

Once certain keywords or products begin generating sales, consider increasing your budget or bids gradually.

Look at both sales and ROAS, rather than focusing only on the number of orders.

For example:

Campaign A generates higher sales but requires significantly more ad spend.
Campaign B generates lower sales but has a higher ROAS.

Campaign B may be more efficient from a cost-effectiveness perspective.

9. Expand to Discovery Ads Once You Have Enough Data

Once your product has collected enough data and you have a better understanding of your target customers, consider using Discovery Ads to expand visibility and reach new shoppers.

A potential strategy is:

Keyword Ads → Generate sales and collect data → Build reviews → Discovery Ads → Expand traffic

This allows your advertising strategy to evolve as the product gains traction.

Conclusion

Running Shopee Ads for a new product shouldn't start with spending as much as possible. Start by preparing your product page, choosing highly relevant keywords, setting a controlled budget, and analyzing real campaign data.

Once you understand which keywords generate sales, which customers are most likely to buy, and how well your product page converts, you can gradually increase your budget and scale your campaigns.

The goal of advertising a new product isn't simply to "get more people to see it." It's to use Ads to generate Traffic, Orders, Reviews, and valuable data that can help the product grow on Shopee.