By Mike Lee
Getting your ads in front of the right people is obviously what businesses hope to achieve when running an ad campaign. Platforms like Google Ads and Facebook now offer advanced audience targeting tools that allow you to filter by factors such as age, location, interests, and income levels. For businesses in Thailand, platforms like TikTok and LINE are also excellent for helping you reach active local users. A smart approach includes excluding audiences less likely to purchase your product, saving your budget for high-potential customers. If you partner with a trusted marketing agency, they can optimize these settings further for better returns.
Mobile Users
With a high percentage of Thai consumers accessing the internet on mobile devices, it’s essential that your ads are mobile-friendly. Make sure your landing pages are quick to load, easy to read, and offer a seamless user experience on smaller screens. Platforms like TikTok, popular in Thailand, heavily emphasize mobile-first content. Consider using vertical videos that fit into this format, as they tend to perform better and engage viewers effectively.
Use Video
Video content as expected, continues to dominate online engagement, particularly in Thailand. Platforms like YouTube, TikTok, and Facebook promote short and engaging videos, making them a valuable avenue for paid ads. You can try using “bumper ads,” which are quick six-second videos optimized for high visibility. You can also focus on making videos that combine a strong visual appeal with a simple, relatable message to relate with your audience.
Use A/B Testing
Testing different versions of your ads can really improve performance and you can do this simply by splitting your campaigns into two variations with slight changes in text, imagery, or targeting. You can test whether a vibrant, creative ad works better compared to a corporate, informative or educational one. Thailand’s e-commerce market thrives on creativity, so don’t be shy to experiment with bold visuals and localized content.
It’s All About Timing
Timing your ads to appear when your audience is active is an easy way to boost results. For example, studies show that Thai consumers are highly engaged online during evenings and weekends. Adjust your campaign schedules to run during these peak hours and pause them during less active times. Most ad platforms make it easy to automate these settings.
Use Negative Keywords
Negative keywords prevent your ad from appearing in irrelevant searches, keeping your click-through rate high and your costs low. For instance, if you provide rental services in Thailand, exclude terms like “buy” or “purchase.” Regularly reviewing search terms associated with your campaigns will help identify and eliminate keywords that waste your budget.
Localize it
Localized advertising is becoming more prominent in Thailand. People respond well to ads that reflect their language, culture, and specific needs. For paid ads, using Thai language keywords or tailoring campaigns to local cultural events, like Thai New Year, can improve engagement. Consider collaborating with locally popular influencers for added trust and visibility.
Keep an Eye Trends
The advertising in Thailand evolves rapidly and if you don’t jump on the train as its starts, it will be harder to jump on. Things like AI are reshaping paid ads by enabling predictive targeting and AI-generated content. Staying on top of these shifts and adapting early, particularly in the Thai market, will help your campaigns remain relevant and competitive without excessive spend.
