The difference between KWA and Google Ads/Facebook Ads

Advertising in the digital age and the role of B2B commerce platforms

In the digital age, online advertising does not just stop at displaying products but is also a strategy to help businesses reach the right buyers - at the right time - with the right needs. For Vietnamese businesses that are exporting, choosing the right advertising platform greatly determines investment efficiency (ROI).

In today's market, the two most popular forms of advertising are:

• Google Ads and Facebook Ads, belong to the B2C (Business to Consumer) advertising group;

• KWA (Keyword Advertising), the official advertising system ofAlibaba.com, the world's largest B2B e-commerce platform.

The question is:

• “What is the difference between KWA and Google Ads or Facebook Ads?”

• “Which platform should Vietnamese export enterprises choose to achieve the highest efficiency?”

This article will help you understand the nature, operation, advantages and disadvantages and optimal strategies of KWA compared to the other two popular forms of advertising.

=>What is KWA?

Overview of Google Ads and Facebook Ads

Google Ads

Google Ads allows businesses to place ads that appear when users search for information on Google or browse the web via the Display Network. This is a powerful tool in increasing brand recognition and attracting retail customers. However, for export businesses, Google Ads advertising is often B2C, targeting final consumers, not importers.

Facebook Ads

Facebook Ads mainly relies on user interests and behavior to display ads. This is an effective tool in emotional marketing, increasing interaction, or building retail brands. But for B2B businesses, Facebook ad viewers are rarely international wholesale buyers, resulting in a much lower conversion rate than KWA.

Detailed comparison between KWA, Google Ads and Facebook Ads

Why is KWA the optimal choice for Vietnamese businesses on Alibaba?

Focus on the right B2B customers

Different from popular advertising platforms, Alibaba is a global B2B ecosystem. People searching for products on Alibaba are mostly importers, distributors or international traders. That means:

• Each click has a commercial value many times higher than Google or Facebook;

• The closing rate is higher, especially with industries such as wood, agricultural products, garments, handicrafts, packaging...

Query data is accurate and continuously updated

Alibaba provides Keyword Planner - a tool to analyze search trends by industry, market, and season. Thanks to that, Vietnamese sellers can:

• Choose keywords with high demand and low competition;

• Easily optimize advertising costs;

• Track each product's performance in real time.

Direct support from Alibaba Vietnam system

Vietnamese business accounts on Alibaba Vietnam are directly consulted by the support team:

• How to choose keywords;

• Optimize budget;

• Track weekly performance reports;

• Combine SEO + KWA strategy to achieve the highest efficiency.

This helps Vietnamese businesses, especially new manufacturers participating in exporting, quickly master the system and increase global sales in just 1–3 months.

Common mistakes when running KWA and how to fix them

Place too many irrelevant keywords

Some businesses choose hundreds of keywords to "increase visibility", but it reduces the quality score of the campaign. Solution: should only choose 10–20 core keywords, most relevant to the main product.

Lack of optimization of product images and descriptions

KWA is just a "bridge" that brings customers to the product page. If the page is not professional, customers will leave immediately. Solution: ensure clear product photos, detailed description titles, and Trade Assurance to increase credibility.

Not monitoring performance periodically

Many sellers just run ads without measuring the results. Solution: track weekly KWA reports, adjust budget and keywords based on CTR (Click Through Rate) and CVR (Conversion Rate).

Combine KWA with other strategies on Alibaba

KWA maximizes effectiveness when combined with Alibaba's support system, including:

• Trade Assurance – protects transactions, increases trust with buyers;

• Internal SEO – optimize titles, descriptions and images so products naturally rank higher;

• Product Showcase – push products to stand out in strategic areas;

• Data Insight Report – market trend analysis helps plan long-term strategies.

This combination helps Vietnamese businesses build a comprehensive ecosystem to reach buyers, from display to closing orders.

When should businesses use Google Ads or Facebook Ads instead of KWA?

While KWA is the optimal choice for B2B and exports, in some cases Google Ads or Facebook Ads are still useful:

• When a business wants to build an international brand (branding);

• When you want to attract retail customers along with wholesale customers;

• When the product is popular, the price is low, it is easy to spread.

However, if the goal is to find real buyers and sign export contracts, KWA on Alibaba is still the superior choice.

Advice from Alibaba Vietnam experts

To maximize advertising effectiveness on Alibaba, Vietnamese businesses should:

• Register for an official booth on Alibaba Vietnam;

• Authenticate account and activate Trade Assurance;

• Deploy KWA immediately after having 5–10 high-quality samples;

• Monitor and optimize periodically every week, focusing on keyword groups with high conversion rates.

If your business needs support, the team of experts atSellOnAlibaba.comAlways ready to advise on KWA strategies suitable for your specific budget and industry.

KWA – The key to smart export expansion for Vietnamese businesses

While Google Ads and Facebook Ads serve broad media needs, KWA is the most focused, accurate and realistically profitable tool for Vietnamese export businesses. With the ability to reach the right global buyers, reasonable costs, and clear measurement efficiency, KWA is becoming a "strategic weapon" helping thousands of Vietnamese manufacturers quickly increase export sales globally.Alibaba.com.

ALIBABA VIETNAM COMPANY - EXPORT E-COMMERCE FLOOR

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• Email:  [email protected]

• Phone: (+84) 987 258 510

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