When running Automatic Ads on Shopee, many sellers tend to focus only on:
- How much budget is enough?
- Should I use automatic or manual bidding?
- Where will the ads appear, and should I turn off underperforming products?
However, one crucial factor often gets overlooked:
Shopee evaluates the product’s quality before deciding to distribute ads – and the priority level heavily depends on the product content score.
🎯 “Good Product” ≠ Just Attractive Pricing
Shopee’s ad distribution algorithm doesn’t rely solely on budget. It also takes into account something called product content quality.
These content signals directly influence:
- How many impressions your product receives
- Whether it shows up in top positions
- And ultimately, whether it converts into sales
🔍 The Key Product Evaluation Criteria
Shopee scores your product across four major content quality categories before displaying it:
1. Relevance
- Does your title match the buyer’s search keywords?
- Is the product categorized correctly?
- Does the description reflect the core function and benefits clearly?
2. Visual Quality
- Does the main image make users stop scrolling?
- Do you have sufficient supporting images and a product video?
- Do the visuals accurately represent the real product?
3. Trust Signals
- Quantity and quality of reviews (stars + written comments)
- Chat response rate & order fulfillment speed
- Policy violations or order cancellation rates
4. Conversion Performance
- CTR (Click-through rate after ad impression)
- Conversion rate to orders
- Bounce-back rate to product detail page
🧭 Why This Matters to Sellers
If a product with poor content is advertised:
- Shopee flags it as low-quality content → shows it less
- Shoppers scroll past without clicking → lower CTR → poor ad performance
- Budget gets spent on impressions that don’t convert
📌 Result? “Burning budget without orders” – a common trap, but hard to spot unless you backtrack and audit the product itself.
📌 What Should Sellers Do Now?
- Review your core product content: title, images, description, reviews
- Put yourself in a buyer’s shoes in the first 3 seconds on Shopee: Would you click it?
- Track CTR and conversion before vs. after updating product content
📚 What’s Next?
In the next post, we’ll break down the 5 most impactful content components that directly affect ad performance — with step-by-step guidance so sellers can check and optimize their products independently.
📩 Want to get notified when the next guide drops?