Strategi Optimasi Return on Advertising Spend (ROAS) pada Shopee Ads: Studi Kualitatif Pada Toko Baru Terlaris Di Jawa Timur

Abstract

The increasingly fierce competition in the Shopee marketplace is driving businesses to optimize the use of Shopee Ads to maximize their promotional budgets. However, there is no standard strategy for determining Return on Advertising Spend (ROAS), so many sellers still rely on a trial-and-error approach. This study aims to analyze ROAS optimization strategies for top-selling new stores in East Java. The study employed a qualitative approach with an exploratory descriptive design. Informants were purposively selected: Shopee store owners or managers with businesses less than three months old and with superior sales performance. Data were collected through observation, in-depth interviews, and Shopee Ads dashboard documentation. Data were then analyzed using NVivo 12, with the stages of data reduction, coding, data presentation, and conclusion drawing. The results show that ROAS optimization is carried out in stages by setting an initial ROAS as a baseline, adjusting the ROAS based on advertising spend levels, and utilizing the Auto Ads feature for products that are not yet optimal. This strategy can improve the quality of ad distribution, as indicated by an increase in Click-Through Rate (CTR), while maintaining marketing cost efficiency with an optimal ROAS. These findings suggest that ROAS determination must be carried out dynamically based on continuous evaluation of each product's performance.