Advertising is essential for maximizing sales on Rakuten.
In this article, we'll cover everything about Rakuten ads, from cost-effectiveness to management strategies.
I'll explain everything in detail so even beginners can understand!
Rakuten's ads can be divided into two types
There are six main types of Rakuten ads, which can be broadly classified into two categories.
1. Display Ads
・Rakuten Ichiba Ads
・Special Large-Scale Project
The Rakuten homepage, category homepages, etc.
It will be posted in a place where many users will see it.
2. Performance-Based Advertising
・RPP Ads
・Coupon Advance Ads
・CPA Advertising
・TDA Ads
Clicks, coupon redemptions, conversions, etc.
A key feature of this service is that fees are charged based on results.
Features and Uses of Display Ads
In-content ads include:
・Rakuten Ichiba Ads
・Special Large-Scale Project
Here are these two ads.
Rakuten Ichiba Ads
These are ads displayed on the Rakuten homepage and category homepages.
Since these ads are placed by purchasing designated ad slots, they are sometimes referred to as “native ads” on Rakuten.
Let’s put this into practice with a clear understanding of the following advantages and disadvantages.
[Benefits]
・If you submit your work, it will definitely be published.
・To catch the attention of many usersIt's easy to increase brand and product awareness
[Disadvantages]
・Since we don't narrow down our target audience,It's hard to convert visitors into buyers, and it's difficult to achieve a good return on investment.
・If you don't secure a top spot, your ad is less likely to be clicked
[Costs]
From 40,000 yen to about 1,200,000 yen, depending on the ad space and
Advertising costs vary significantly depending on the duration of the ad placement.
Even for the same ad slot, advertising costs for the Super Sale can skyrocket to about twice those of the Shopping Marathon.
[How to Use It Effectively]
Super Sales, Shopping Marathons, and more,
By placing ads in conjunction with events hosted by Rakuten,
An Explosive Increase in Traffic...can be expected.
However, it’s important to keep in mind the quality of the users coming in.
Since these ads are not personalized based on search history or other factors,
Users who visit the site often aren't particularly eager to make a purchase.
Therefore,Another characteristic of Rakuten Ichiba ads is that, despite their high cost, they often result in few conversions.
To increase the number of conversions, at the same time as running your ad campaign,
Implement coupon and discount campaigns simultaneouslyThat will likely be essential.
Since the return on investment for advertising alone is low, we do not recommend it for stores with low sales.
For stores whose sales on Rakuten are gaining momentum and that want to further increase awareness of their shop and products, or
To attract new customers during events,
For stores offering significant discounts or coupon promotions, this is an advertising strategy worth trying!
Special Large-Scale Project
The special large-scale project is,This ad is intended for stores with a proven track record of sales that can allocate a significant advertising budget.。
Among these,
[1] Large-Budget Allocation
[2] Top Featured Slot
These can be divided into these two categories.
[1] Large-Budget Allocation
Super Sales, Shopping Marathons, and more,
During a certain periodAds that only stores that purchase ad space worth 2,000,000 yen or more can apply forThat's it.
In an Excel file called "Choice-kun" that you can get from your ECC representative,
Select ad slots so that the total cost is 2,000,000 yen or more.
However, just because you apply doesn't mean your ad will definitely be published, and
Starting with stores that have higher advertising budgets or a strong track record of sales,
Rakuten will make the necessary arrangements to ensure you are given priority access to ad slots.
As a result, we were unable to secure the desired ad space,
Even if the budget falls short of 2,000,000 yen,
You must apply for an ad slot that differs from your original preference and meet the requirement of 2,000,000 yen or more.
As for cost-effectiveness, since the advertising costs are high to begin with—at a minimum of 2,000,000 yen—
To improve ROAS, measures other than advertising are essential.
[2] Top Featured Slot
And the absolute highlight is, believe it or not,Advertising That Costs NothingThat's it!
That's because this ad space will feature "sponsored products designed to liven up Rakuten events."
The reason users flock to shop during the Super Sale is that,
That's because many stores on Rakuten are offering discounts or bonus points.
Rakuten's sales wouldn't be possible without store-specific promotions.That's right.
For example, have any of you seen the commercial for the Rakuten Super Sale?
I’m sure many of you remember that catchy male voice saying, “Lots of items at half price!”
Rakuten needs many stores to offer half-price promotions so it can advertise them in its commercials.
Therefore, “if certain conditions are met, such as a 50% discount,
The "Super Featured Slot" is based on the exchange that "we'll feature your product in the ad space for free."
However, meeting the requirements does not guarantee that it will be published, and
Please be aware that Rakuten selects and displays these based on factors such as sales performance.
Performance-Based Advertising
Performance-based advertising includes,
・RPP Ads
・Coupon Advance Ads
・Rakuten CPA Advertising
・TDA Ads
There are these four.
We’ve covered TDA ads on a separate page, so please be sure to check it out.
▼ Click here for an article about “TDA Ads”
In this chapter,
・RPP Ads
・Coupon Advance Ads
・Rakuten CPA Advertising
We'll explain the features, cost-effectiveness, and how to use each of these three options!
RPP Ads
RPP ads are users'Search-based ads displayed on search results pagesThat's it.
You can think of it as a listing ad on Rakuten.
Products that match the keywords the user searched for
From the “Product Name,” “Tagline,” and “Product Description”
Rakuten is set up to display this automatically.
For RPP ad slots, the top 5 slots are on desktop, and the top 7 slots are on mobile.It is stipulated that,
Displaying this in this box will increase traffic to the product page,
We can expect an increase in the number of purchases as a result.
This ad is perfect for anyone who wants to easily optimize their SEO within Rakuten!
[Costs]
You can get started on a low budget, with CPC starting at 10 yen and a monthly budget starting at 5,000 yen.
This is a pay-per-click advertising model in which the budget is deducted each time the ad is clicked.
[How to Use It Effectively]
By default,
All products registered in the RMS will be included in the ad campaign.
To avoid wasting your advertising budget,
Be sure to set CPCs by product and keyword, and configure product exclusions.
Generally speaking, a ROAS of 150% or higher is considered an indication that the campaign is being run efficiently.
▼Click here if you want to learn tips for running RPP ads with a ROAS of 900%
Coupon Advance Ads
Coupon Advance ads are,
When a user clicks on an ad, a coupon is automatically issued.
As a result, it tends to lead to conversions more easily.
The Rakuten homepage, category homepages, search results pages, etc.
In many waysDeliver personalized content based on search history and other datawill be done.
This is performance-based advertising, but,One thing to keep in mind is that you'll be charged each time you claim a coupon....means that it will be done.
Care must be taken to ensure that the budget is used up regardless of whether users who have obtained coupons make a purchase or not.
However, for users, being able to use coupons lowers the barrier to purchase, so
RelativelyROAS tends to be higherThis is also a feature of Coupon Advance ads.
[Costs]
Advertising costs are the sum of the CPC (cost per click) and the discount amount from coupons.
You can set the CPC starting at 40 yen and the discount rate starting at 4%.
[How to Use It Effectively]
As with RPP ads, the default settings allow you to select products and set discount amounts, etc.
This is set up so that Rakuten handles it automatically.
I handle product selection and setting discount amounts myself,, for products that are selling well or that you want to promote,
Let's continuously test and fine-tune our approach so we can allocate more of our advertising budget.
▼ Click here to learn more about Coupon Advance ads
CPA Advertising
CPA advertising is a type of advertising where you are charged each time a purchase is made through an ad.
It will be featured on the Rakuten homepage and category pages, but,
I don't know which products will be featured on which pages.That's the sticking point.
No need to submit files, andSimply agree on RMS, and it will be delivered within 24 hourswill be done.
Another feature of CPA advertising is that you can start and stop ad campaigns whenever you like.
Rakuten ads may have a set duration, or
Since many of them can only be placed on a monthly basis,
That’s one of the benefits of CPA advertising.
[Costs]
UsersWithin 720 hours (30 days) of clicking the ad
Advertising costs account for 20% of sales generated through adswill be.
Since there are no costs involved unless you actually make a purchase,
This ad is perfect for stores that are unsure whether running an ad will actually lead to sales.
[How to Use It Effectively]
Like other pay-per-click ads, CPA ads also,
By default, all products registered with RMS are eligible for advertising.
Since CPA advertising requires paying Rakuten 20% of sales revenue as advertising fees,
Target only products with high profit marginsI recommend that.
For all other products, mark them as excluded items to optimize your return on investment.
▼ Click here to learn how to make the most of Rakuten CPA ads!
Also, for those who operate online marketplaces other than Rakuten,
Be sure to check out this article as well!
▼Click here if you'd like to learn more about Yahoo! Shopping ads
▼Click here if you'd like to learn more about Amazon ads
Summary
Regarding Rakuten's advertising, the characteristics and cost-effectiveness of each option,
We've explained how to use it! What did you think?
For those who are unsure which ad to start with,
We recommend starting operations in the following order!
1) Start with RPP ads and Coupon Advance ads, which tend to offer good value for money.
2) When sales are on track and you’re aiming for further growth
Run ads on Rakuten Ichiba in conjunction with promotional campaigns
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides management services for Amazon, Rakuten, and Yahoo! Shopping.
In particular, we have a proven track record of achieving a 900% ROAS in the management of RPP ads and Coupon Advance ads.
"I want to open a store on an e-commerce marketplace, but I don't have the resources to spare."
"We want to expand our sales channels while maintaining the competitive edge of our own online mall."
"I opened a store on an e-commerce marketplace, but I haven't had time to...""We can't increase sales without him."
If you have any concerns like these, please feel free to contact us using the contact form below.
Thank you for reading to the end!
