Lazada Sponsored Solutions New Product Launcher
Outline
What is New Product Launcher?
New Product Launcher - built exclusively for new products to gain traffic and orders within the first few weeks, now upgraded with new Smart Product Incubation feature that helps you identify your best performing new products with potential for future growth
Smart Product Incubation
Effective campaign incubation process to help evaluate your new product(s) performance and increase chances of success & long-term growth
Smart Optimization
Offers auto bidding features to help optimize your products for clicks, add-to-cart, and orders
Exclusive Performance Summary
Performance Summary exclusively catered for new products, guiding sellers to better understand their performance in this early promotion period
Free Clicks
Seller will be eligible for a number of extra free clicks across products that were promoted by New Product Launcher
(*Subject to product performance)
Eligibility Criteria of New Product Launcher
New Product Launcher's enhanced criteria and mechanic unlocks new product's growth during the promotion period
Product Selection Criteria
- Product listed in the system in the past 60 days
- Note : A product can join the New Product Launcher campaign only once
Campaign Mechanic
- Campaign Mechanic Budget : Campaign level (daily budget)
- Bid Strategy : Auto bidding (more exclusive auto bidding specific to new products)
Duration : Each product can be promoted for up to 30 days
Step-by-step how to create your New Product Launcher campaign
Step 1: Follow the steps after logging into Seller Center
a) Click on ‘Marketing Center’ to expand the menu
b) Under Marketing Center select ‘Sponsored Solutions’
Step 2: Select one of the 2 main entry points to create ‘New Product Launcher’ campaign
a) On Lazada Sponsored Solution Homepage :** Click on ‘Create’ in the middle of the page to create an New Product Launcher campaign
b) On Sponsored Discovery Homepage : Select Promote Specific Products highlighted section and in ‘New Product Launcher’ click on the ‘Create’ button
Step 3: In the Product Selection section, you will see the benefits of New Product Launcher campaign, including
• An effective campaign incubation process to help evaluate new product performance and increase the chances of success & long-term growth
• Smart product recommendations to help you select the right products
• Auto bidding to help optimize your advertising to maximize clicks, add to cart, and orders
a) Click on ‘Add Products’ button
Step 4: You will see a list of all your products. Select the products that you want to feature in the NPL campaign
a) Tick the box for the products you
want to feature
b) Click on ‘Submit’ button
Step 5: Set the campaign’s daily budget
a) Edit the campaign’s daily budget
b) You will find the recommended daily budget for advertising depends on various factors such as the product selected by the seller, the venture they are involved in, and the category the seller operates in.
Step 6 (Optional) : Set the campaign Maximum Bid Price
a) Click ‘More Setting’
b) Tick and set the campaign’s Maximum Bid Price, or leave it at the default setting to keep it automated (recommended)
Step 7: Adjust your campaign details, such as campaign name and
Smart Creative
a) Edit the ‘Campaign’ name
b) Deactivate Smart Creative, or leave it at the default setting to keep it activated
c) Note that ‘Placement’ and ‘Incubation Duration’ will be set as a default by the system
d)Click on the ‘Submit’ button
Step 8: Your campaign has been created! As a final step, select a payment method to fund your campaign.
a) Recommended - Activate Auto Top-up to ensure your campaign runs smoothly
b) You can also top up manually using one-time payment methods
Review and Edit Your Ongoing New Product Launcher Campaigns
Step 1: You can review and edit the ongoing campaigns
Campaign information provided:
a) Daily Budget
b) Bidding Method
c) Number of Promotion Products
d) Incubation Duration
e) Smart Creative
f) Campaign Status
Step 2 : Performance Summary
In the Performance Summary, you can see the Uplift & Benefit you get and products completed incubation
a) Uplift & Benefit
•Additional Total Units Sold : Additional Total Units Sold" refers to the cumulative daily increase in units sold compared to the units sold prior to your product joining the New Product Launcher campaign in the last 30 days. The definition of unit sold is the same as Lazada's unit sold metric. For example, if 3 units of different SKU variations of the product are sold, it will be reflected as 3 units sold.
•Free Clicks : Free Clicks are subsidized by Lazada, based on your products' potential and performance.
b) Completed Incubation
•Number of products: For products that have completed incubation in New Product Launcher, continue to promote them in Promote Specific Products campaign for their long-term growth.
Step 3: Review each of your product performance and status
In the Performance Summary, you can see the status of each product from the campaign.
a)Incubating : Products that are being promoted now. Each product can be promoted for up to 30 days based on its performance.
b)Completed Incubation : Products that have completed incubation can enjoy incremental sales and continuous growth when you create a Promote Specific Products campaign
c)Exited Incubation : Products that couldn't achieve incubation targets after being promoted for 30 days, including the product that was removed within 30 days.
Completed Incubation
b)You can review products that have been successfully incubated in the ‘Successful Incubation’ tab
Exited Incubation
c)You can review the products that couldn't achieve incubation targets after being promoted for 30 days, including the product that was removed within 30 days.
How to Migrate to the NEW version of New Product Launcher
Seller migration for the New Product Launcher can be classified into two types as below
Sellers who do not need to do migration
•They have no existing New Product Launcher campaign
•They have an existing New Product Launcher campaign, but all products are already in the new version of the New Product Launcher
Sellers who *need to do migration
*•They have an existing New Product Launcher campaign with eligible products for the new version of the New Product Launcher campaign or ineligible products for the Promote Specific Products campaign.
How to Migrate to the NEW version of New Product Launcher for sellers who need to do migration
Step 1 : Old version removal notice
Sellers will see the old version removal notice in 2 areas including
a)The banner of the new version of New Product Launcher
b)The old version removal notice and migration guideline
Step 2 : There will be pop-up details to confirm the migration plan
a)Daily Budget (optional): The daily budget is allocated based on your total budget for all the existing campaigns and product allocation. You can edit the budget.
b)Click ‘ Upgrade Now’
Step 3 : Check migration campaign
After migrating successfully, you can check the campaigns in Sponsored Discovery Homepage campaign list.
FAQ
Q: What is the definition of incubation period?
A: The incubation period is the promotion period associated with a new product. In New Product Launcher, the incubation period is up to 30 days, which means that a new product can be promoted for up to 30 days, starting from the start date of the campaign.
Q: How many New Product Launcher campaign can sellers create?
A: After the upgraded version, New Product Launcher will be a part of Sponsored Discovery campaign. The seller can create all types of Sponsored Discovery Campaign (Automated, Promote Specific Products, Mega Sales Accelerator, Manual , New Product Launcher) for a maximum of 50 campaigns.
Q: Can sellers promote the same products in different Auto campaigns/ Promoted Specific Product campaigns/ Manual campaigns/ New Product Launcher campaigns?
A: Yes. Products in different campaign types do not have internal competition. Sellers can add the same products to different campaign types according to their advertising strategy.
Q: Can sellers add/ delete products to/ from the NPL campaign?
A: Yes. Sellers can add products. However, once the products are removed from the NPL campaigns, they cannot be added to another New Product Launcher campaign.
Q: Can sellers add the same products to multiple New Product Launcher campaigns?
A: Only 1 new product can be added to the 1 New Product Launcher campaign. If sellers choose to remove the products by themselves, they cannot add them to another New Product Launcher campaign.
Q:Â Can the campaign duration of New Product Launcher be set?
A: Sellers are unable to set the campaign duration in the NPL campaign. Each product can be promoted for up to 30 days in the NPL campaign; if there are no more valid products in the NPL campaign, then the campaign will be paused. However, if sellers continue to add new products to the NPL, then the NPL campaign can be promoted continuously.
Q: What is the minimum Max Bid Price sellers can set in NPL campaign?
A: The minimum amount of Max Bid Price for the New Product Launcher campaign will different in each country. Please check the amount specifically for each countries.
Q: Would the successful incubation products in NPL automatically sync to the Promote Specific Products campaign?
A: No, the system will not auto-create Promote Specific Products for sellers. The system only helps sellers to auto-transfer products into the matched-Promote Specific Products campaign after the Matched-Promote Specific Products has been created by sellers themselves.
Q: What is the 'Free Clicks' in New Product Launcher campaign refers to?
A: Free Clicks is a subsidy that Lazada gives you based on your product performance from New Product Launcher. Sellers will be able to view the amount of free click information on the New Product Launcher campaign detail page, including the product list and performance summary. The free clicks report will be shown only for the last 30 days.
Q: What will happened if sellers chose not to migrate?
A: Sellers who choose not to migrate within the migration duration will have their campaign disabled on the last day of the migration period. After that, sellers can view the campaign details but will unable to edit the campaign anymore.