What is Rakuten RPP Expansion? Basic Features and Impression Maximization Mechanisms for Beginners

WRITTEN BY

Risa Watanabe

Senior Consultant

Meets Consulting Inc.

In Rakuten RMS ad operations, "RPP Expansion" has become increasingly important in recent years. While traditional RPP ads (Rakuten Promotion Platform) were primarily focused on search result screens, the expansion feature is a groundbreaking mechanism that evaluates browsing history and purchasing behavior to extend delivery to non-search "surfaces" such as product detail pages and recommendation slots. In this article, we explain the basic features that EC beginners must grasp first and the logic for maximizing impressions from a professional perspective.

1. Basic Definition of Rakuten RPP Expansion

Rakuten RPP Expansion, in a word, is an "automatic recommend delivery feature that goes beyond standard search-linked ads." Traditional RPP ads relied on the "search results" displayed when users searched for specific keywords. However, by enabling expansion, ads can be shown across various browsing scenarios within Rakuten Market (such as the bottom of product detail pages, favorites lists, and purchase completion screens).

The greatest feature of this function lies in its "personalized delivery" utilizing Rakuten's massive purchase data. The algorithm judges not only what users are currently looking for, but also "what they might want next" based on past trends, exposing ads at the optimal timing.

2. Differences in Delivery Surfaces and Impression Maximization Mechanisms

The biggest difference between traditional RPP and expansion is the number of "touchpoints" with users. When limited only to search results, stores often get caught in fierce bidding wars with competitors, leading to stagnant impression growth.

By introducing expansion, ads are also inserted into recommendation slots like "People who viewed this item also viewed" on competitor product detail pages. This enables approaches to potential audiences and dramatically expands overall impression share. In particular, even for products not searched via specific niche keywords, you can automatically reach browsing users in related categories, making it an essential feature for expanding new product awareness.

3. Operational Benefits Beginners Should Know

For operators navigating the early stages of an EC business, RPP expansion offers three major benefits.

• Reduced Operational Hours: There is no need to minutely adjust bid prices for each keyword; Rakuten's AI automatically selects the optimal delivery destinations.
• New Customer Acquisition: Because ads are displayed when users who don't know your brand are browsing similar items, it serves as a trigger for new traffic.
• Low-Cost Exposure: Compared to the highly competitive first page of search results, recommend slots tend to acquire impressions at relatively lower Cost Per Click (CPC).

4. Impact of RPP Expansion Seen Through Data

The graph below visualizes the correlation between impression counts and sales before and after introducing RPP expansion. As delivery surfaces broaden, impressions (exposure) grow ahead of clicks (CTR), illustrating how this contributes to subsequent revists and conversions.

5. Configuration Points for Delivering Results

Simply turning the feature "ON" carries the risk of wasting ad spend. The key to success lies in configuring "Excluded Products" and "Excluded Keywords". By preventing exposure for low-margin products or completely irrelevant keywords, you can reap the benefits of expansion while maintaining ROAS (Return On Ad Spend).