[2026 Latest] What is the Rakuten Ad Type List? RPP Ads and Coupon Advance Basics for EC Newcomers

To maximize sales on Rakuten Ichiba, "ad management" is unavoidable. However, many new managers are overwhelmed by the vast menu of options when they open the management screen. In this article, we systematically organize the Rakuten Ad Type List from a professional perspective and provide a thorough explanation of how the high-priority main ads work, along with the golden rules for maximizing ROI.

A conceptual visual of various advertising categories and digital marketing charts representing Rakuten ad types list.

1. Overview and Classification of the Rakuten Ad Type List

Rakuten Ichiba ads are broadly classified into three categories: "Performance-Based Ads," "Display Ads (Banner Ads)," and "News Delivery." For EC newcomers, the first to master are Performance-Based Ads, which can be started with a small budget and allow for easy control of ROAS (Return on Ad Spend).

Performance-based ads include RPP ads linked to search results and Coupon Advance ads where AI presents coupons to the most suitable users. The graph below shows the typical ad budget allocation for a new store on Rakuten Ichiba.

Figure 1: Recommended Budget Allocation by Ad Menu During the Initial Phase of Rakuten EC

The standard practice is to allocate more than half of the budget to RPP ads to strengthen search traffic and build a sales foundation. This artificially boosts exposure until organic search rankings improve, efficiently attracting users with high purchase intent.

2. How Search-Linked "RPP Ads" Work

RPP (Rakuten Promotion Platform) ads are displayed with a "[PR]" tag at the top of search results within Rakuten Ichiba. Since they are cost-per-click (CPC), no costs are incurred just for being displayed. Therefore, the main feature is the ability to gain high exposure with low risk.

A Japanese data analyst monitoring a digital dashboard displaying real-time Rakuten RPP advertising performance metrics in a modern office in Tokyo.

The key to management is setting negative keywords and adjusting the CPC for each product. By setting higher bids for best-selling items and excluding products with low CVR (conversion rates) from the ads, you can suppress wasted clicks. This is a fundamental strategy to avoid "pouring water into a leaky bucket."

3. Utilizing Performance-Based "Coupon Advance Ads"

Coupon Advance ads use Rakuten's AI to automatically display coupons to "users most likely to purchase" based on their browsing history and buying behavior. The strength of this ad lies in the fact that you can expect acquisition efficiency close to a performance-based model.

Unlike regular ads, they involve a direct incentive in the form of a discount, making them very powerful for the final push (closing). Especially when used in conjunction with RPP ads during events like the Shopping Marathon or Rakuten Super SALE, they create a synergistic effect and boost the overall sales of the store.

Digital representation of coupon distribution logic and Japanese store manager analyzing customer segmentation data on a tablet screen.

4. Optimization Simulation for Ad Budget Allocation

When managing ads, you must always be conscious of "marginal profit." Simulate the final profit (cash flow) by subtracting product costs, shipping, Rakuten fees, and ad spend from sales. For example, for a product with a 30% profit margin, if you can maintain a ROAS of 400% (ad cost ratio of 25%), you can secure a 5% profit while expanding your market share.

For newcomers, the roadmap with the least risk is to first accumulate data on "which keywords drive sales" through RPP ads, and then expand into Coupon Advance or TDA (Targeting Display Ads).

FAQ

Q. What is the minimum budget required to start Rakuten advertising?
A. For RPP ads, you can set a budget starting from 5,000 yen per month. However, to collect the data necessary for algorithm optimization, it is common to start with around 30,000 to 50,000 yen per month and adjust based on the results.
Q. Which should I prioritize: RPP ads or Coupon Advance?
A. Simply put, start with RPP ads. Unless you secure search traffic, you won't increase the pool of qualified prospects (the "contents of the bucket") to whom you can offer coupons. Therefore, prioritize RPP as your primary entry point for customer acquisition.
Q. Will sales drop immediately if I stop advertising?
A. In the short term, sales will decrease as orders driven by ads will cease. However, if your "organic search ranking" has improved by establishing a sales track record through advertising, a certain level of traffic and sales will be maintained even after the ads are discontinued.

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Summary

Understanding the list of Rakuten advertising types is the first step to increasing your success rate on Rakuten Ichiba. Start by establishing a core traffic source with search-linked RPP ads, then supplement conversion rates with Coupon Advance. By focusing on this combination of "attracting customers" and "conversion optimization," even those new to EC can achieve results quickly. Let's build the ideal advertising portfolio for your business through continuous PDCA cycles.

Published: May 15, 2026 / By: Risa Watanabe

WRITTEN BY
Risa Watanabe

Risa Watanabe

Senior Consultant

Meets Consulting Inc.

References

  • [1] Rakuten Ichiba Advertising Guidelines (Internal RMS Document)
  • [2] Rakuten University Performance Advertising Course: RPP & Coupon Advance Edition
Disclaimer: This article is for informational purposes only and is not intended as a substitute for professional advice. Content may vary due to specification changes on Rakuten Ichiba.