"Rakuten Targeted Display Ads (*TDA Ads)": Essential for Rakuten Campaign Management
This ad allows banner ads to be delivered to segments defined by the store.Therefore,
With respect to the segmentIt’s an eye-catching ad that lets you make an effective appeal!
This time, I’ll share what I’ve learned from actually putting it into practice
How to Submit Targeted Display Ads
We'll provide a thorough explanation, right down to the most efficient ways to use it.
What Are Targeted Display Ads?
Targeted display advertising is,
Ads that can be served as banner ads to segments defined by the storeThat's it.
*A "segment" refers to a group of users defined by factors such as age, gender, geographic location, or browsing and purchase history in specific categories, etc.,
This refers to a group that has been divided into specific categories.
Since the budget is spent based on the number of ad impressions,
IMP Pay-Per-Click AdvertisingI think it's safe to say that.
In addition, with targeted display ads, by raising the bid price,
It is designed to outperform competitors' campaigns.
Therefore, in a highly competitive environment, you should increase your bid price to boost your ad visibility.
Banners submitted to this Targeted Display Advertising (TDA) program are
Please be sure to check these pages, as they will be featured on various platforms, including the individual event pages!
・Product Browsing History
・Rankings
・Product Reviews
・Favorites
・Purchase History
・Product Price Guide
・Checkout Completion Page
・Product review pages, etc.
Benefits of Targeted Display Advertising
You can send targeted messages using Rakuten user data
In addition to age and gender, of course, factors such as Rakuten membership tier and event browsing history, etc.
Deliver targeted ads based on Rakuten's proprietary user dataYou can.
For example, even among users with the same search history,
For users whose most recent purchase was yesterday versus those whose most recent purchase was a year ago,
The former is more likely to result in a purchase.
Set up segments based on users' behavior history within Rakuten, and
The ability to deliver optimal ads is,
This is arguably the biggest advantage of targeted display advertising.
*Since this optional feature allows for distribution outside of Rakuten Ichiba, you can also increase the number of opportunities for your target audience to see your ads.
You can create your own banner designs
Such as restrictions on text proportion and font size, etc.
Although there are regulations,
You can freely create and publish bannersThat's it.
Depending on the segments you set, the designs you can use to appeal to your audience are
One of the benefits of targeted display ads is that they offer a certain degree of flexibility.
You can measure the effectiveness using the performance report
Just like RPP ads and Coupon Advance ads,
You can measure the effectiveness of the following metrics in the performance report.
・Number of ad impressions
・Number of viewable impressions
・Actual Amount
・Number of clicks
・CPC
・Viewable CTR
・VIMP unit price
・CTR
・Number of sales
・Sales Amount
・ROAS
・Number of sales to new customers
・Sales from New Customers
・Number of sales to existing customers
・Sales to Existing Customers
Also,Targeted display ads also feature a function that automatically increases the bid by a certain percentage during events.
If you don't have time to manage your bid prices during event periods,
One option would be to set "Enhanced Bidding During Events" from the start.
Since the minimum budget is 50,000 yen, let's start by giving it a try.
It is also possible to make adjustments based on the resultsThat's it.
For those who want to efficiently raise awareness of their store, or
For those looking to attract new customersEngaging targeted display ads.
However, it is also important to understand that there are some drawbacks, as described below.
Disadvantages of Targeted Display Advertising
It takes time and effort to actually get it live.
Targeted display ads are,
You must create the banner, submit it, and, if any revisions are needed, resubmit it.
For this reason, RPP ads, Coupon Advance ads, and others,
Compared to other ads on Rakuten, it takes more time and effort to get them up and running.That's the problem.
Also, to implement the PDCA cycle for creative work,
It will likely be necessary to continue allocating resources to this effort.
You cannot pause ad delivery until the set budget has been fully spent.
Due to Rakuten's system specifications, until the set budget has been fully spent,
I can't stop the ads from appearing.
The minimum budget for targeted display ads is 50,000 yen.
Once a banner has been submitted,
Changes cannot be made until the budget has been fully utilized.That's the problem.
If you want to implement the PDCA cycle for creative work,
Set up the campaign with the minimum budget, and
Let's conduct the tests as thoroughly as possible.
Cancellations are not allowed after a banner has been submitted
Once a banner has been submitted, it cannot be canceled....is the case.
So that ads can be served according to the desired schedule
Be sure to plan ahead and allow plenty of time for your schedule and other preparations.
Even taking these drawbacks into account,
You can deliver ads that are best suited for your target segment within Rakuten
Targeted display ads are
Stores that want to increase their visibility on Rakuten or aim to attract new customers should
It's definitely an ad worth trying out!
How to Submit Files
Submitting Targeted Display Ads Takes Just 2 Steps!
[STEP 1] Sign up for the campaign
Go to "Campaigns" → "New Registration" to register a campaign.
Please enter or select the following nine items. Once you've entered them, click "Save" (⑩) to complete your campaign registration.
① Campaign Name
② Campaign Period
③ Budget
④ Bid Price
⑤ Enhanced Bidding During Events
⑥ Distribution Outside Rakuten Ichiba
⑦ Posting Frequency
⑧ Configuration URL
⑨Target Segments
[STEP 2] Create and Submit Your Manuscript
From the campaign list, click “Not Submitted,” andProceed to the banner submission screen.
Next, upload the banner and enter the link URL.
①400×800
②1280×200
③480×360
④880×320
That completes the submission process!
Please be sure to pay attention to the deadline for submitting your banner.
Since all submitted banners are subject to review,There is a strong possibility of revisions.
Therefore, please submit your files as early as possible to ensure they are ready by the date you want to start streaming.
Efficient Operating Methods
Finally, regarding targeted display ads,Here, we'll explain how to use it efficiently.
How to Define Segments
First, let’s talk about how to define segments.
The first is “in the case of raising awareness.”
This involves broadly distributing ads to a potential target audience, and
The goal is to raise awareness of our company's products and services.
Therefore, set "gender," "age," and "browsing history" according to the product, and
We reached out to users who weren't familiar with the brand but who we thought would be likely to make a purchase if they learned about it.
Since this approach targets a niche audience, there is some concern that conversion rates may be lower, but it’s ideal for raising brand awareness.
The second scenario is “retargeting (conversion).”
Deliver ads to users who have visited your store at least once, and
The goal is to encourage customers to rediscover our products and ultimately make a purchase.
When you want to offer multiple-set deals to existing customers or boost immediate sales, set the following criteria: “Gender,” “Age,” “Browsing History,” and “Purchase History,” and
Target users who have already visited your store and are highly likely to make a purchase.
Since conversion rates tend to rise when purchase intent is high, it’s important to use this strategy based on the specific product and the condition of the store.
When setting targets, we utilize the “Customer Analysis Report” in Rakuten RMS to,
It is important to check the purchase rates by age group and membership tier.
Based on that, we will clarify “which segment to strengthen” and implement the PDCA cycle.
Publish in conjunction with the campaign
Just like other display ads, such as Rakuten Ichiba ads
We recommend running these ads in conjunction with coupon and points campaigns.That's it.
For Rakuten users, it’s very important that products appear to be a good deal.
Sometimes there are coupons you can use on products you like, or
If there are special offers such as 20x points,It's clear that this tends to lead to higher conversion rates.
Let's optimize our ROAS by aligning our ad campaigns with our marketing initiatives.
Launch the campaign on a minimal budget and implement the PDCA cycle
Ad delivery cannot be paused until the set budget has been fully spent.
Targeted display ads.
To accelerate the PDCA cycle for creative work and initiatives,
We recommend setting a minimum budget of 50,000 yen to ensure continuous distribution.That's it.
By posting content on a regular basis,
Let's increase the number of interactions with users and raise our profile within Rakuten.
Summary
About Rakuten's New Advertising: Targeted Display AdsI've explained it!
Rakuten Ichiba ads, RPP ads, Coupon Advance ads, etc.
If your store is already running basic ads on Rakuten, we encourage you to give this a try!
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides management services for Amazon, Rakuten, and Yahoo! Shopping.
"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'm too busy to manage it properly, so my sales aren't going up."
If you're facing such concerns,
Please feel free to contact us using the contact form below.
Thank you for reading to the end!
