Conquering TDA! A thorough explanation of popular ads on Rakuten Market

Targeted Display Advertising (TDA) is gaining attention on Rakuten Ichiba. There are many stores that don't use banners because it's too much trouble to register them, or that have used them once but stopped because they didn't see any results. In this article, we will explain the basics of TDA for beginners, how to place ads, and how to use them in different patterns.

*This article describes the specifications as of August 2022 and may be subject to change in future updates.

What is TDA?

TDA is an abbreviation for Targeting Display Advertisement, and is an advertising menu for exhibitors on Rakuten Ichiba. It is a system that allows stores to segment the target audience and deliver banner ads, and banners can be displayed on the "browsing history screen," "favorites screen," "ranking screen," "review screen," and more.

The fee is charged by impression, and the cost is incurred when the ad is displayed to the user. The clear standard is that an impression is considered to be when an ad is displayed and more than 50% of the banner is displayed to the user for more than 1 second.

Regarding impression costs, from August 2022, the bidding method will be set at ¥0.75 to ¥10.00, and it appears that the higher the bid, the more likely the ad will be displayed.

In addition, when setting up a campaign (registering an ad) with TDA, you must set a budget limit, with a minimum budget of 50,000 yen. As billing is based only on actual results, the billed amount may be less than the budget you set.

Characteristics of TDA

A feature of TDA is that stores can control the user demographic and timing of delivery. The segments that can be selected are as follows, and any combination can be made. There is a limit set for each segment overview, so you cannot select an unlimited number of segments.

◆ Segment items	◆Segment Overview
Membership registration information	・Age (in 5-year increments, such as 15-19, 20-24, etc.) ・Gender, membership rank, and area of ​​residence
Browsing history	First level genre (food, hobby, etc.) └Second-level categories (eggs, prepared foods, etc.)
Event Interest	・Events (midyear gifts, year-end gifts, etc.) ・Maximum number of purchases at a major event (past year) └Shop at 1 to 3 stores Shop at 4 or more stores
Purchase History	First level genre (food, hobby, etc.)
User Trends	Member in good standing
Purchased 3 times within 3 months	9 main genres
Life Stage	6 categories (married, with or without children, etc.) * Estimated information
Store visit and purchase history	・Store visit history ・Store purchase history ・Rakuten AIris

The above segments are also divided into <and> and <or> groups, with <and> narrowing the delivery range the more you select, and <or> broadening the delivery range in the sense of "or."

<And> Group
Gender, age, membership rank, maximum number of purchases at major events, user trends, store visits and purchase history, Rakuten AIris

<or> group
Purchase history, browsing history, 3 purchases within 3 months

*Example) Delivery in the following segments
<And>: Gender (male), Age (20-24 years old)
<or>: Purchase history, 3 purchases within 3 months

◇Delivery destination ①Purchase history < Gender (male), Age (20-24 years old)
② Purchased 3 times within 3 months < Gender (male), age (20-24 years old)

In addition, while TDA allows you to set the campaign period (time of ad delivery) to a certain extent, there are some restrictions as follows:

• Dates six business days or later from the campaign registration date
• Delivery for more than 1 day
• The broadcast starts at 10:00 or 20:00
• The broadcast ends at 09:59 or 01:59

As long as the above conditions are met, multiple ads can be delivered during the same period, making it possible to conduct AB testing, such as delivering two different types of advertising material to the same segment during the shopping marathon period.

In addition, TDA offers two delivery methods: a "targeting package" and a "non-targeting package." Furthermore, with the targeting package, you can choose the delivery volume from two options: "maximum delivery according to traffic volume" and "evenly distribute the budget each day."

The former ignores the remaining budget and maximizes exposure based on Rakuten Ichiba's access, while the latter literally limits the maximum number of deliveries per day by dividing up the set budget and delivery period by the number of days.

Non-targeting packages do not allow segmentation but have a lower cost per impression, so they are a good choice if you want to reach users as quickly as possible.

Points to note about TDA

The first thing to note about TDA is that the report is in the form of view-through conversions. A view-through conversion is when a user who saw an ad but didn't click on it later visits the site via another means and makes a purchase (CV: conversion).

There are many different opinions on the effectiveness of ads based on view-through conversions. Therefore, it is important to create criteria for each store by considering not only the ad reports but also the increase in sales of the featured products.

Secondly, if you choose a targeting package with a segment that is too broad, you may end up with too many impressions, which will quickly eat up your budget and cause your ads to stop serving.

Also, if your distribution settings are set to "Distribute the budget evenly each day," distribution will not stop when the budget limit is reached. However, the number of deliveries will not change even on days ending in 5 or 0, when access to Rakuten Ichiba suddenly increases, so there is a high possibility that you are missing out on opportunities.

You can see an estimate of the delivery range on the TDA segment setting screen, so use this as a reference when setting up.

The third point is that there are a lot of banners to submit, and the advertising review is strict. There are four required banner sizes, and all four sizes must be submitted. The regulations are strict and there are many detailed rules. Sample PSD data is provided on the submission screen, so you can start by creating your banner following the sample, but sometimes the review will not pass due to small details, so we recommend that you allow plenty of time for the review.

• 1,280px x 200px
• 880px×320px
• 400px×800px
• 480px×360px

Report Specifications

TDA reports use a calculation method called ROAS (Return On Advertising Spend), which evaluates advertising based on sales relative to the advertising costs used, and ROAS includes purchases made within 720 hours of the ad being displayed.

ROAS is calculated as "sales ÷ advertising costs x 100 (%)". For example, if you have sales of 2 million yen and advertising costs of 1 million yen, the calculation is 2 million yen ÷ 1 million yen x 100 = 200%, and the advertising effect will be included even if sales are made from a product other than the advertised product.

In addition, as mentioned above, the criterion for determining sales via advertising is view-through conversion, and purchases made within 720 hours of an ad being displayed to a user are considered sales via advertising.

One indicator to check to determine the quality of an ad is the CPC (Cost Per Click). In the TDA report, it is calculated by dividing the actual amount of advertising use by the number of clicks, and the lower the CPC, the more it contributes to access, so you can clearly judge the effectiveness of your ad.

How to set up TDA

Select Targeted Display Ads (TDA) from the RMS Advertising (Promotion menu) to go to the TDA management screen, then click "Campaign" > "New Registration" to register a new campaign.

When creating a new campaign, the main information you need to register is the distribution settings, along with the campaign period, budget, segments, etc.

Please note that the number of postings is limited, so depending on the timing of your registration, you may not be able to register for the campaign. Currently, slots are filling up quickly, so we recommend that you ask your ECC when you can register for the next month's slots. *As of August 2022

Campaign name: Any item Campaign period: Campaign start date and end date Budget: Maximum amount for one campaign *Minimum 50,000 yen Delivery pace: "Maximum delivery according to traffic volume" or "Deliver budget evenly each day"
Package type: "Targeting package" or "Non-targeting package"
Setting URL: Ad link destination "Product page" or "Store top page, category page, GOLD" Target segment: Segment setting

Once you have completed the new campaign registration, the next step is to upload images. To upload images, go to the campaign list page and click "Submit" for the registered campaign.

When you click "Submit", you will be taken to a field where you can enter four images and a URL. Upload the images, enter the URL, and submit your submission to complete the process.

If you have a request for revisions, you will be notified by email from Rakuten Ichiba, just like with regular marketplace slots, but you can also check it on the TDA management screen. If the manuscript column says "Review completed," then your registration has been completed without any problems.

Operation methods by pattern

There are various ways to deliver TDA depending on the store's strategy, but I would like to introduce a few patterns here. Basically, it is more effective to narrow down the delivery range with a targeting package, so this is an example of operation with a targeting package.

■I want to try it out If you want to try it out and see the effects, we recommend delivering to customers you have had contact with before in order to increase ROAS.

The easiest way to set this is to set the TDA delivery segment to "Past Viewers" or "Past Purchasers." This allows you to deliver retargeting to people who have previously viewed your store or made purchases.

Retargeting ads tend to have a high ROAS, so it might be a good idea to try it out first.

■ Aiming to acquire new users Even if you want to expose yourself to new users, we recommend that you check your company's customer base with RMS and narrow down the segments to some extent. You can view your company's customer base from the RMS left navigation under "Data Analysis" > "5. Promotional Effectiveness Measurement" > "Customer Analysis Report," so set up segments by focusing on the volume zone.

Additionally, it would be a good idea to reserve space for major events such as shopping marathons and Rakuten Super Sales, and include URLs for dedicated products or special feature pages.

In addition, among the TDA segments, there is Rakuten AIris, which uses AI to select delivery targets based on the purchasing attributes of the specified product. If you are submitting your ad using a product URL, you may want to try using this segment.

■ I want to operate with high ROAS
One way to maximize the effect of TDA is to create a plan that can only be accessed through TDA. This method involves linking to products that are hidden in search results and are cheaper than the regular price, or GOLD pages that contain hidden coupons, and using creative content such as "A campaign only for those who see this banner" on the banner.

This method certainly does tend to increase the number of TDA clicks and ROAS, but because the campaign must be limited to only those who see the banner, it is more likely that overall store sales will be higher if you run the same campaign without limiting the target audience, rather than limiting it to those who see the banner.

Also, company policies may not allow campaigns to be limited to specific users, so you should consider this before implementing it.

Summary of TDA

Finally, we will summarize some points to note about TDA and an overview of it. If used properly, it can be a powerful tool for increasing sales, so make sure to use it well.