Running ads is essential for increasing sales on e-commerce marketplaces.
In this article, we’ll be discussing RPP ads, which are relatively easy to manage among the many types of ads available on Rakuten.
If you're new to Rakuten, be sure to read this!
What is RPP advertising?
To begin with, RPP ads are search-based ads.
You can think of it as a listing ad on Rakuten.
For example, if you type “mouthwash” into the search bar on Rakuten Ichiba and press search,
A page like the one below will appear. The area outlined in yellow is the RPP ad slot.
As shown in the red box, it displays "PR," and
On desktop, the top 5 slots in search results (previously the top 4) and on mobile, the top 7 slots (previously the top 6) are RPP ad slots.That is the established rule.
RPP ads display products that match the keywords users have searched for,
Rakuten analyzes "product names," "taglines," and "product descriptions" to
Select automatically
The system is designed to display content in various locations, including search results.
Keyword selection is not mandatory, and
This feature allows you to configure settings individually for any product.
Therefore, keep in mind that RPP ads have the following characteristics.
・By setting CPCs for each product or keyword, you can boost your visibility, particularly in search results.
・Since these are pay-per-click ads, you can optimize your ad budget while monitoring performance through the performance reports.
The next chapter provides a detailed explanation of the pros and cons of RPP advertising!
Benefits of RPP Advertising
First, I’ll briefly explain the benefits of RPP advertising.
It can be displayed within the top 5 (or top 7) search results
The biggest advantage of RPP advertising is
"It can be displayed within the top 5 (7) search results."
Factors such as sales performance and the number of reviews are believed to have an impact
SEO optimization within Rakuten requires a significant amount of time and resources.
The strength of RPP ads is that they can be displayed at the top of search results immediately upon placement.。
As product visibility increases, the number of visits to product pages and the number of conversions tend to rise.
One thing to keep in mind is that,
This means that it is not guaranteed that it will appear within the top 5 (or 7) results.
If you want to increase the number of impressions on RPP ad slots,
It’s essential to set keywords and CPCs for each product.
You can run ads on a limited advertising budget
You can run RPP ads with a minimum cost-per-click of 10 yen and a monthly budget starting at 5,000 yen.
As shown in the table below, RPP ads, compared to other ads on Rakuten,
You could say it's an easy way to advertise that you can start with a small budget.
Also,Unlike standard listing ads,
No review of images or textThis is also a feature of RPP ads.
Another major benefit is that you can start running ads as soon as you've set everything up!
Easy for beginners to get started with
With RPP ads, all you have to do is set your CPC and monthly budget
These are search-based ads that Rakuten manages automatically.
Products that match the keywords the user searched for,
Rakuten analyzes "product names," "taglines," and "product descriptions" to
The system is designed to automatically select and display the items.
Therefore,What keywords should I use?
For beginners who aren't sure what CPC to set,
You can run it smoothly even without any expertise.This is an advantage.
It’s safe to say that this type of advertising makes it easy even for beginners to optimize their ROAS (return on ad spend).
"Product Description" refers to the landing page section of the product page.
You can set keywords and CPCs for each product
By default, the CPC for all products in the store is set to the same value, but
By configuring settings individually, you can set keywords and CPCs for each product.。
To manage RPP ads more efficiently,
It is essential to adjust keywords and CPC in line with your campaign strategy.
To summarize the benefits of RPP advertising:
"It's easy to get started with low risk, both in terms of cost and investment skills."That's the point!
Disadvantages of RPP Advertising
While RPP advertising has many advantages, it also has some disadvantages.
This chapter explains two key points to keep in mind when getting started with RPP advertising.
By default, all products in the store are eligible for advertising.
By default, RPP ads include all in-store products....is the result.
Therefore, for products with low conversion rates or low profit margins, such as,
If there are products you wish to exclude from RPP ads, you must set them to be excluded individually.
CPCs for high-volume keywords related to products with no sales history tend to be high.
You can set the CPC for keywords within a range of 10 yen to 10,000 yen.
For example, even if you want to run ads for a broad keyword like “shampoo,” the CPC might initially be as high as 3,000 yen.
It's 3,000 yen with just one click.
To achieve this, you need to build a track record with targeted keywords, mid-tail keywords, and other display ads, and manage your campaigns to gradually lower your keyword CPC.
To summarize the disadvantages of RPP advertising,
"Making detailed adjustments to ensure efficient operation can be time-consuming."Point.
Even considering the drawbacks, RPP ads—which make it easy to increase product visibility—are certainly worth running.
How to Place RPP Ads
RPP AdsIt took just five minutes to submit the ad after I decided, “Let’s give RPP advertising a try!”I will.
It's that easy!
Here, we’ll briefly explain the four items you need to enter when placing an RPP ad.
RMS Main Menu > Advertising, Affiliate Programs, and Rakuten University > 1. Advertising (Promotion Menu) > Search-Targeted Ads (RPP) > Campaigns
[1] Campaign Name
Since the campaign name is not visible to customers, please register a name that is easy for you to manage.
[2] Status
If you set it to "Enabled," ads will be displayed; if you set it to "Disabled," ad delivery will stop.
[3] Monthly Recurring Budget
RPP ads are pay-per-click ads.
As a result, every time an RPP ad is clicked, it uses up a portion of the set monthly budget.
You can add to the budget later.Therefore,
If this is your first time running RPP ads, we recommend starting with a small budget.
You can set a minimum amount of 5,000 yen.
[4] CPC
Set the cost per click.
The higher you set your CPC, the more likely your ad is to appear at the top of search resultsIt is necessary to make adjustments accordingly.
Just fill in these four fields, and you're all set to run your RPP ad—no approval process required!
Tips for RPP Ad Management
To manage RPP ads effectively, it is important to constantly analyze and adjust them.
Here are some tips for running RPP ads efficiently:
I’ll explain the three essential points you should keep in mind!
Increase RPP ad impressions by setting keywords and CPCs for each product
Set the keywords users are likely to search for and the CPC for each product, and
Let's increase the number of impressions for RPP ads.
To increase sales through RPP advertising,
It is important to increase these three metrics: “impressions,” “visits,” and “conversions.”。
Since these three factors are essentially proportional,
If you set keywords and CPCs for each product in RPP ads, it makes it easier to create a workflow like the one shown below.
Set Exclusion Products to Reduce Unnecessary Advertising Costs
By default, RPP ads include all in-store products.
Therefore, you should mark products with low ROAS or conversion rates as excluded products.
It's important to allocate a sufficient advertising budget to the products you want to sell.That's it.
For example, if you want to acquire new customers by running RPP ads,
We recommend configuring the excluded items as shown below.
For new customers, rather than subscription services or bundled products,
It would be wise to allocate advertising budget to individual items that are easy to purchase.
Rather than spreading advertising costs across a large number of products,
Adjust your strategy to focus advertising spending on products that are likely to attract new customersHow to Use It in This CaseI recommend it as...
Using Performance Reports
The delivery results for RPP ads are called “Performance Reports,” and
You can download it at any time from the RMS.。
RMS Main Menu > Advertising, Affiliate Programs, and Rakuten University > 1. Advertising (Promotion Menu) > Search-Targeted Ads (RPP) > Performance Report
If you set individual keywords and CPCs for each product,
We recommend checking out the performance reports by keyword!
The following four items are essential to check in a performance report:。
・CPC Results
・CVR
・ROAS
・Cost per Order Acquired
Be sure to check and adjust these four items.
Points to Note Regarding RPP Advertising
Finally, I’ll explain two key points to keep in mind regarding RPP ads!
The top 5 (7) spots are constantly changing
Just like regular listing ads,The top 5 spots are subject to constant change based on criteria such as CPC.。
If you set keywords and CPCs on an individual basis,
We check daily to see if products are appearing in the RPP ad slots for the keywords we’ve set, and
It is necessary to adjust the CPC and review keyword selection.
The budget is automatically updated across months.
RPP advertising is a budget-based advertising model.
When you run an ad campaign, you set a monthly budget, and the budget is deducted each time the ad is clicked to continue serving the ad.
For example, when setting a higher budget for RPP ads during the month when a super sale is held.
Please note that unless you make changes in RMS, the previous month’s budget will continue to apply for the following month.
We've also published an article summarizing all types of Rakuten ads, including RPP ads.
Be sure to check this out too!
Summary
In this post, we’ve provided a simple explanation of RPP ads—from the basics to how to run them—for beginners!
I hope this is helpful.
Rakuten offers a variety of advertising options, including Rakuten Ichiba Ads, Coupon Advance Ads, and Rakuten CPA Ads.
Among these, RPP advertising is a major form of advertising used by many stores.
For those of you wondering, “Where should I start?”
We recommend starting with RPP ads, which are easy to manage in terms of both cost and know-how!
Thank you for reading to the end!
