Vietnam has a population of almost 100 million with a modest GDP per capita of $10,538 (corresponding to 111th place in the world). A country with a mixed economy, a growing industry and a large agricultural sector.
Opening a business in this country will be interesting due to the large domestic market and access to high-speed Internet due to the relatively even coverage of 4G networks. This makes contextual advertising in Vietnam a promising and profitable investment.
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What to consider when setting up contextual advertising in Vietnam?
When setting up contextual advertising in Vietnam, it is important to take into account the key features of this market – they will allow us to make the campaign more effective and better understand our target audience.
Language targeting
Vietnam is home to many national minorities, who speak a total of more than 100 languages. Plus, the country is visited annually by millions of tourists who speak Chinese, English, Russian, etc. Do we need to set up a separate advertising campaign for all of them in their usual language? Let’s figure it out.
The numerous national minorities living in Vietnam are mostly small (on the scale of this country). The number of most of them does not exceed 100 thousand people. In addition, most of them live in rural or mountainous areas and are employed in agriculture. That is, their solvency is very low and setting up Google Ads for this target audience will be ineffective.
For example, the largest ethnic minority in Vietnam is 1.7 million people, lives near the border with China and is mainly engaged in farming and handicrafts. Their native language is Thai, which belongs to the Thai language family, but literacy in their native language is no more than 5%.
Nevertheless, 80% of the country’s population speaks Vietnamese, which is the state language. This language is one of the 20 most spoken languages in the world, it is spoken by approximately 80 million people. In addition to Vietnam, it is common in China, Cambodia, Laos. It is in Vietnamese that we need to set up our advertising campaign in the first place.
What about the English language? Historically, Vietnam has had a strong French influence. Among educated Vietnamese, many have a good command of French as a second language. Although in recent years, the influence of the English language has increased. In some tourist areas, the Vietnamese know Russian at the initial level, but it is not widely spread across the country.
Thus, when setting up language targeting in contextual advertising for Vietnam, choose the one that your target audience speaks as a second language. If your business is aimed at tourists, you can create an advertising campaign in Chinese, Russian or English, if there are your potential customers among these people.
Important! Setting up a project in two or more languages at the same time for a contextologist is tantamount to running several separate advertising campaigns according to the scope of work. Therefore, a multilingual advertising campaign will cost more.
Location targeting
It is important to understand that Vietnam’s 100 million population is evenly distributed across different regions of the country. So, for example, there are more than thirty cities with a population of more than 100 thousand people in the country.
Four cities in Vietnam are millionaires – Ho Chi Minh City (the capital with a population of 7 million people), Hanoi, Haiphong, Can Tho. In these cities, the pendulum migration from the suburbs to the center is pronounced both on weekdays and on weekends. This should be taken into account in the schedule of ad campaigns.
In the country, a significant proportion of the population, especially in rural areas, works in the agricultural sector and has a low level of income that does not allow ordering goods and services on the Internet.
Therefore, when setting up geotargeting for displaying ads, be sure to analyze the portraits of your target audience and what level of income, gender, age, and interests your ad is designed for.
Local ad campaigns
This tool will be especially effective in the tourist regions of the country. It can bring a lot of targeted leads, since most tourists study reviews on Google Maps before choosing a hotel or restaurant.
Reviews in the user’s native language are most effective. Despite the fact that Google translates reviews into the language set in the browser, reviews from people who are similar in culture and mentality work best.
Create a Google My Business account, if you haven’t already done so, ask your customers to leave a review or comment. You can offer a discount or a small gift for this.
By regularly adding testimonials from your customers in GMB, you will be shown on Google Maps in free search results more often, and paid local advertising will be cheaper.
Cost of contextual advertising in Vietnam
The cost per click on contextual advertising in Vietnam, as in any other country, is affected by the income level of the population, the level of competition in the niche, the level of margin on the product, the quality of setting up and maintaining a Google Ads advertising account.
Most often, when calculating a media plan and forecasting a traffic budget for a project, they take the cost per click in search advertising campaigns for queries with an identified need, brand-model queries, keywords with geolocations.
Below are search CPC for popular business areas in Vietnam, estimated cost from Google AdWords planner:
- TV repair – $0.18;
- ventilation cleaning – $0.08;
- Plumbing services – $0.51;
- beauty salons (manicure) – $0.47;
- Dry cleaning of chairs – $0.34;
- permanent makeup – $0.43;
- dentist – $0.45;
- refrigerators – $0.27;
- Korean cosmetics – $0.28;
- shelves for cats – $0.34;
- pet food – $0.37;
- fertilizers for plants – $0.51.
The cost of setting up contextual advertising in Vietnam depends on your tasks and budget for promotion. There are different service packages that include different Google Ads tools (search ads, display banner ads, remarketing, YouTube video ads, Google Shopping and Performance Max formats).
Leave a request on the site, we will contact you and select the best package for a specific budget and marketing tasks.
Features of the online advertising market in Vietnam
Of the total population of Vietnam, 68.72% are active Internet users, which corresponds to 70.3% of the total population of the country:
Most Vietnamese users access the Internet using a mobile phone. This is due to the fact that in most regions of the country there is a very high speed of 4G networks. The average mobile internet connection speed in Vietnam is approximately 35.14 Mbps.
The most popular search engine in Vietnam is Google. It is used by 95.03% of local residents. Interestingly, since 2013, a local search engine has been created in Vietnam – CocCoc.com. Its developers were emigrants from Russia, who previously owned the nigma.ru project.
CocCoc is the second most popular search engine in Vietnam with 3.24% of search traffic. In third place in popularity is Yahoo! with its share of 0.91% of users:
Approximately 62.50 million Vietnamese use YouTube video hosting almost daily to watch videos. This is an educated and solvent, and most importantly, a large audience that you can target when displaying ads on this site using Google Ads.
