What is KWA? The most effective keyword advertising solution on Alibaba

Introduction to advertising trends on e-commerce platforms

In the era of global e-commerce, where millions of vendors compete for each display position, keyword advertising has become a mandatory tool if businesses want to increase orders and reach international buyers. On the platformAlibaba.com, where more than 40 million B2B buyers from more than 200 countries converge, the fact that a product is displayed on the first page of search can determine 100% of the likelihood of receiving an order. That is why Alibaba developed a special advertising tool called KWA (Keyword Advertising) - a solution to help Vietnamese suppliers reach the right customers, at the right time, at the most optimal cost.

What is KWA?

KWA (Keyword Advertising) is a keyword advertising system specifically for the above supplierAlibaba.com. This tool allows sellers to bid on keywords related to their products, so that their products appear prominently when buyers search on the platform. Like Google Ads in the field of web search, KWA helps increase product exposure (Product Exposure), increase store visits (Traffic) and most importantly increase order closing rate (Conversion Rate). When international buyers search for “Vietnam coffee beans”, “bamboo furniture supplier” or “eco-friendly toothbrush”, the KWA system will display products from stores with KWA ads at the top of the page - where buyers can easily see them.

How KWA Works – Smart Keyword Bidding on Alibaba

Display mechanism

When you enable KWA ads, Alibaba will allow you to choose target keywords that buyers often search for. For example, if you are a furniture manufacturer, the keywords might be “wooden furniture”, “outdoor table”, “Vietnam furniture factory”… Then, you set a bid for each keyword. The more competitors bidding, the higher the bid. However, Alibaba applies an optimization algorithm to ensure small businesses still have a chance to show up if the product content is quality and the relevance score is high.

Fee model

KWA operates on a CPC (Cost Per Click) model - meaning you only pay when the buyer actually clicks on the product. This helps you control your advertising costs, as only potential visits generate costs.

Display object

KWA ads show on:

• Search Result Page

• Product category page (Category Page)

• Related product recommendation page (Product Recommendation)

So, no matter where on the platform the buyer comes from, your product still has a chance to be shown.

KWA's "3 in 1" benefits for Vietnamese suppliers

Increase visibility – Bring products to the top of searches

Without ads, your product could be on page 5, 6 or beyond — a place buyers rarely go. But with KWA, the product can appear on the first page when customers search for related keywords. According to Alibaba's internal statistics, 70% of clicks come from the top 3 results, and KWA helps businesses reach that position in just a few days.

Increase store traffic and conversion rate

When products are displayed more, traffic also increases. Vietnamese suppliers after running KWA on average recorded:

• 200% increase in store visits

• 150% increase in inquiries (Inquiries)

• Increase order closing rate by 70%.

This shows that KWA is not only an advertising tool, but also an export lever to help Vietnamese businesses quickly expand the global market.

Optimize advertising costs

Alibaba Vietnam designed KWA according to the Smart Bidding mechanism - a system that automatically adjusts bids based on actual performance. This means that if a keyword brings few results, the system will automatically reduce costs, while effective keywords will be given more priority. Thanks to that, businesses can optimize advertising costs while still maintaining high efficiency.

Distinguish KWA and other advertising tools on Alibaba

KWA is considered an ideal first step for Vietnamese suppliers who have just opened an Alibaba store, because it is easy to use, easy to measure and clearly effective.

Instructions for running KWA effectively

Keyword research

Before launching, determine:

• Keywords with high search volume

• Appropriate level of competition

• Keywords directly related to the product

The “Keyword Planner” tool in Alibaba will help you find the most effective keywords for your industry.

Optimize product content

The KWA system scores ads based on:

• Relevance between keywords and products

• Content quality (images, descriptions, titles)

• Customer feedback and reviews

Therefore, to advertise effectively, you need to optimize the product before running KWA: set a clear title, detailed description, sharp images and authentic information.

Monitor and adjust campaigns

Once your ad is live, you can track:

• Impressions

• Clicks

• Average cost (CPC)

• Number of inquiries (Inquiries)

Based on that data, you adjust your budget, pausing underperforming keywords and increasing your budget for keywords that deliver good results.

When should KWA be used?

KWA is especially suitable in the following cases:

• Newly opened store on Alibaba needs to increase visibility quickly.

• Businesses want to export through Alibaba to new markets such as the US, Europe, and the Middle East.

• Peak buying seasons (e.g., before Christmas, Ramadan, or agricultural season) should boost sales.

• Newly launched products need to test market reaction.

According to advice from Alibaba Vietnam, KWA is a mandatory tool if you want your store to reach Top Search within the first 3 months after opening.

KWA – Leverage for Vietnamese enterprises' digital export strategy

More than just an advertising tool, KWA is a digital transformation solution in B2B marketing activities. Instead of having to hire distribution agents or attend expensive fairs, Vietnamese businesses can now proactively promote their products to millions of international buyers with just a few clicks. KWA also helps small businesses in Vietnam compete fairly with suppliers from China, India or Türkiye. With a flexible budget, a campaign can start from as little as 5 USD/day, but the effectiveness can far exceed the cost.

Consulting on opening booths and deploying KWA with Alibaba Vietnam

For inexperienced businesses, implementing KWA can be difficult in choosing keywords, setting bidding, and optimizing performance. Alibaba Vietnam currently provides consulting services for opening Alibaba booths and consulting for implementing KWA advertising packages, helping businesses:

• Build an optimal keyword strategy according to industry

• Set up a standard SEO store structure

• Monitor performance and report weekly details

• Ensure clear and transparent ROI (Return on Investment).

Thanks to the companionship of a professional consulting team, many Vietnamese businesses have increased export revenue 3-5 times after only 6 months of implementing KWA.

KWA – “Golden key” to expand exports through Alibaba

In the era of globalization, whichever business masters digital advertising tools - that business wins. And Alibaba's KWA is the "golden key" to help Vietnamese suppliers enter the international market, enhance their brands and achieve sustainable growth. If you want to open an Alibaba store, or already have a store but don't know how to promote it effectively - start today with your first KWA campaign and letAlibaba VietnamAccompanying you on your global export journey.

ALIBABA VIETNAM COMPANY - EXPORT E-COMMERCE FLOOR

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