Agenda:
- Introduction
- What is Lazada SEO?
- What is Lazada PPC (Sponsored Products)?
- How do I optimize Lazada SEO?
- How do I optimize Lazada PPC (Sponsored Products)?
- Summary
1. Introduction
In Lazada, the first-line goal for everyone should be to get as many page views of their product listings as possible. Basically, the more traffic the better. You can only start worrying about conversion rate once you have enough traffic.
The two best methods for driving traffic on Lazada right now for sellers is SEO and PPC advertising.
2. What is Lazada SEO?
I covered Lazada SEO in depth in my previous article “Lazada SEO: How To Rank Your Products in Lazada Search Results” and encourage you to read it there so I’ll just be brief in this article.
Lazada SEO refers to the process that sellers use to improve the visibility of their products in Lazada search results. Approximately 70% of all Lazada sales come from directly searching for a product so having your product appear in page 1 of search results is critical to making money on your online sales business.
Let’s look at an example for a hypothetical seller that is selling basketballs with a store named Basketball King Store.
The most popular customer searches for Basketball King Store’s products would include basketball, indoor basketball, men’s basketball, women’s basketball.
So, quite obviously, ranking #1 or #2 in Lazada search results for these search terms will be quite lucrative for Basketball King Store.
Lazada SEO refers to the process of a seller improving their product listing in a way that allows them to rank for ‘basketball’ and other related keywords in Lazada search results.
3. What is Lazada PPC (Sponsored Products)?
Lazada PPC is referred to as ‘Sponsored Products’ in Lazada Seller Center. PPC is the acronym for pay-per-click which quite literally describes what you are doing when you enroll in Lazada sponsored product campaign – you’re paying for each customer click a fixed price.
When you enroll in Lazada PPC from Lazada Seller Center, you are giving your product additional visibility at a fixed price per click..
The truth is… Lazada sponsored products is a very limited tool right now. If you add your products to Sponsored Products in Lazada Seller Center, your advertisements will appear here:
This is very weak ad positioning compared to what you see in other platforms like Amazon which displays advertisements in top of search results page for certain keywords.
In any case, if you want to learn more about Lazada’s product solution for sponsored products right now, I encourage you to checkout their introductory .PDF file here.
4. How do I optimize Lazada SEO?
To optimize your Lazada search rank, I encourage you to read the article here.
The steps are quite simply:
Step 1: Identify the important search terms for your products.
Step 2: Optimize your product listings.
Step 3: Track your product listing search rank for important search terms via Split Dragon automation tool.
5. How do I optimize Lazada PPC (Sponsored Products)?
Unfortunately right now in Lazada seller center, there is no way to optimize your PPC spend. The entire process is automated within Lazada systems. You can only decide to run ads and select your budget for each.
6. Summary
Lazada is a fairly new marketplace with limited features for marketplace sellers but there is still plenty of room for optimization by sellers and brands.
Sponsored products is fully automated by Lazada systems once you sign up but SEO can be completely managed by Lazada sellers.
All Lazada sellers should be actively measuring and improving their search rank for most popular search terms. For measuring search rank, the only tool available on the market right now is Split Dragon. Split Dragon allows you to add keywords for each product and sends weekly emails to show how your product search rank changes.
Lazada Malaysia doesn’t have PPC function
Hello, you should have access to it in ‘Promotions’ > ‘Sponsored Products’ but it’s likely not worth your time right now because it has such limited capability. I expect in the next couple months for this to be much better.