Lazada Sponsored Solutions: Unlock Growth with the New On-Platform Solutions Playbook: Start Smart, Scale Up, Stand Out
- Published Date:
Take your Lazada campaigns to the next level with our latest On–Platform Solutions Playbook – designed to help sellers understand how to plan, optimize, and scale effectively using Lazada Sponsored Solutions.
About the Playbook
The On-Platform Solutions Playbook serves as a single source of truth for on-platform campaign guidelines. It delivers clear, actionable guidance tailored to sellers at different growth stages, and aims to streamline campaign strategies and ensure a consistent narrative across all markets, supporting both commercial planning and execution excellence.
3S Playbook Structure
01. Start Smart
Learn how Lazada Sponsored Solutions can accelerate your early growth by building a strong campaign foundation, driving visibility, and setting your business up for sustainable success.
02. Scale Up
Enhance efficiency with a proven campaign framework, applying best practices and data-driven insights to maximize performance and optimize resource allocation.
03. Stand Out
Strengthen your media planning approach through an always-on strategy, and get ready to win during major moments such as D11 and other mega campaigns, keeping your store ahead all year round.
Webinar Details
In this session, our Lazada experts will walk you through the On-Platform Playbook framework – Start Smart, Scale Up, and Stand Out – designed to guide sellers at every stage of their growth journey. You’ll learn how to plan, optimize, and elevate your on-platform campaigns using actionable insights and proven best practices from top-performing sellers across the region.
Whether you’re just starting with Lazada Sponsored Solutions or looking to refine your existing strategy, this webinar will equip you with the tools and guidance to drive visibility, engagement, and long-term success on Lazada.
Webinar Recording & Materials
Frequently Asked Questions (FAQs)
These FAQs summarize key takeaways from the On-Platform Solutions Playbook and webinar session.
For complete frameworks and visuals, please refer to the presentation deck available in the Recording & Materials section.
01 Start Smart
Q: What are Lazada Sponsored On-Platform Solutions?
Lazada Sponsored On-site Solutions are a suite of AI-powered campaign tools that help sellers increase sales and visibility directly on the Lazada platform. These solutions are designed to meet different business and campaign objectives, including:
- Sponsored Max: Maximizes sales potential by leveraging all platform traffic while offering greater control over spend and ROI.
- Sponsored Discovery : Drives paid traffic and conversions by targeting high-intent shoppers through search and recommendation placements.
- Sponsored Display: Builds brand awareness and engagement through premium in-app placements.
- Sponsored Brand Search: Boosts brand visibility at the top of search results with branded visuals and targeted keywords (available to eligible sellers).
Q: When should I use each Lazada Sponsored Solution?
Each solution supports different shopper intentions and campaign goals:
- Sponsored Max: Engage shoppers in the consideration phase with visibility across search and PDP pages.
- Sponsored Discovery: Drive high-volume traffic and sales during mega campaigns.
- Sponsored Display: Boost exposure with premium in-app placements to spark initial interest.
- Sponsored Brand Search: Capture high-intent buyers searching for your brand to drive conversion.
Q: How do I kick-start or plan to use Lazada Sponsored Solutions?
Start by following the strategic framework that aligns campaign actions with your seller growth stage – Entry, Emerging, or Elevated:
- Entry: First-time users – begin by exploring Sponsored Max – Store to build visibility.
- Emerging: Sellers using solutions for 30–60 days – expand with Sponsored Max – Product targeting to optimize efficiency.
- Elevated: Experienced sellers – implement full-funnel campaign strategies for sustained growth.
02 Scale Up
Q: How do I choose the right Sponsored Max bidding type?
Your bidding choice depend on your experience level:
• New to Lazada Sponsored Solutions: Use Sponsored Max – Store with Auto-bidding for easier setup and optimization.
• Experienced users: Use Sponsored Max – Product, choose between TROI, Max CPC or Auto-bidding based on product goals and performance data.
Remark: Using Sponsored Discovery but new to Sponsored Max: Start with TROI bidding.
Q: Which Target ROI (TROI) tier should I choose?
Choose your TROI tier based on product goals and margin strategy:
• Hero SKUs or High-growth products: Select the lowest suggested TROI tier to maximize traffic and guided GMV.
• Low-margin products: Select the highest suggested TROI tier to help protect profit margins.
Q: How do I set up Max CPC?
Adjust your CPC (Cost-per-Click) based on campaign occasion and platform competitiveness:
• Mega Campaigns or Brand Days: Increase CPC by 15% or more to stay competitive and capture higher traffic.
• BAU (Business-as-Usual) Periods: Use the system-recommended rate or adjust –15% and below to maintain steady traffic at efficient cost levels.
Q: How do I optimize Sponsored Discovery and Sponsored Max campaigns?
4-step optimization framework to improve performance and budget efficiency:
1. Evaluate Campaign Performance on Sponsored Discovery:
• If the campaign performs well, suggest to increase budget
• If underperforming, suggest to reassess targeting or creative
2. Review Product-Level Budget on Sponsored Max:
• Suggest to increase budget for products with high CR and ROI
• Suggest to decrease budget for products with low CR and ROI
• Suggest to move high potential product from Sponsored Max – Store to Sponsored Max – Product for more budget efficient allocation.
3. Analyze Keyword Performance on Sponsored Discovery – Manual Campaign: keyword-level:
• Suggest to increase bids for high-performing keywords.
• Suggest to pause or lower bids for low-performing keywords.
• Suggest to add new or trending keywords to capture emerging demand.
4. Monitor Daily Performance to increase spending efficiency: Invest more during high-conversion periods, e.g., Payday to boost ROI.
Q: How do I set up a combined Sponsored Max and Sponsored Discovery campaign?
To combine Sponsored Max and Sponsored Discovery effectively:
1. Start with Sponsored Max – Store for broad reach and automation.
2. Use Sponsored Max – Product for top-selling items with high ROI potential.
3. Add Sponsored Discovery – Manual only if you have time and need keyword-level control (avoid conflict with Sponsored Max – Product).
Remarks: Don’t mix Sponsored Max – Product and Sponsored Discovery – Manual on the same product
Q: How do I select the right product assortment for Sponsored Max and Sponsored Discovery campaigns?
Activation by Product Assortment Type
New Product: Drive Awareness and Build Traction
• Start with lower expectations on return on investment.
• Focus KPIs on CPC and traffic metrics rather than conversion rates.
• Activate Sponsored Max with Auto-bidding to gather performance data and incubate the product.
Growth / Hero Product: Scale Investment
• Increase budget allocation to capture growth opportunities.
• Focus KPIs on conversion metrics such as ROAS, %CR, and %A2C.
• Activate Sponsored Max with a realistic ROI target to maintain balance between performance and efficiency.
Q: Types of Display Ads and What objective to choose?
1. Own The Day (Cost-Per-Day Model)
Best for mass exposure during major events such as Mega Campaigns, Double Digit Sales, or Brand Days.
Use this format to maximize reach and visibility across multiple channels like the Homepage, LazMall, and CRM for strong brand dominance.
2. Category-Based & Targeted Exposure (Cost-Per-Mile Model)
Best for precise targeting and long-term brand building.
Ideal for promoting hero or new products, driving store traffic, and retargeting shoppers based on interests or behaviors.
03 Stand Out
Q: When should I activate Sponsored Discovery and Sponsored Max campaigns? Should I run only during Mega Campaigns?
Sellers should not limit activation to Mega Campaigns. The best approach is to maintain an Always-On Strategy, running Sponsored Discovery and Sponsored Max campaigns consistently throughout the month and increasing budgets only during key periods like teasing and D-Day.
Q: How should sellers allocate budgets across CPC Solutions, Display Solutions, and occasions?
Top sellers in SEA allocate most of their budgets to CPC Solutions (Sponsored Max, Sponsored Discovery) and complement them with Display Solutions (Sponsored Display & Sponsored Brand Search) for brand awareness.
1. CPC vs. Display Allocation:
~70–80% on CPC solutions
~20–30% on Display solutions
2. Allocation by Occasion:
~40% during Double Digits and Mega Campaigns
~35% for always-on or BAU campaigns.
~25% for mid-month and Payday promotions.
Q: What should sellers do when planning for a MEGA Campaign?
Sellers should plan early and align activities with each campaign phase, Pre-Teasing, Teasing, D-Day, and Post-Event, while using the right Sponsored Solutions to meet specific goals.
- Pre-Teasing & Teasing: Focus on awareness and traffic. Use Sponsored Display and Sponsored Brand Search to reach shoppers early and build interest.
- D-Day: Focus on conversion. Use Sponsored Max or Sponsored Discovery to drive sales and maximize product exposure.
- Post-Event (D+1, D+2, BAU): Maintain visibility with always-on campaigns, continue engaging new shoppers, and analyze results for improvement.
