Coc Coc Search in Vietnam, Measured on Delivered Orders

Cash on delivery still settles a large share of Vietnamese e-commerce orders, and a fifth to a third of those are refused at the door. An account measured on completed checkouts therefore reports a cost per acquisition twenty to thirty per cent better than the one your finance team will eventually see, and the gap is not evenly spread: the cheapest traffic usually carries the highest refusal rate. We run Coc Coc against delivered orders, which changes what the account buys within the first month. Counting an order: The conversion our bidding responds to arrives from your order system after the courier confirms delivery, not from a pixel at checkout. That means bid decisions lag reality by the length of your delivery cycle, and we build the review rhythm around that lag rather than pretending to daily optimisation. It also means the first three or four weeks produce no reliable steer at all, which is why the smallest engagement here still runs a month. If your operation cannot export delivered-order status with a click identifier attached, this is the first thing we fix, before any budget goes in. How Vietnamese is actually typed: Buyers type with Telex input and frequently without tone marks, so giay chay bo and giay the thao appear beside their fully accented forms in the same account, at different costs. Regional vocabulary differs too: the word a buyer in Hanoi uses for a garment is not always the one a buyer in Ho Chi Minh City uses, and both get bought deliberately rather than collapsed into whichever the translator preferred. Ad copy is written in Vietnamese by a Vietnamese speaker. Translated copy reads as foreign in this market and the click-through rate says so. Who is on Coc Coc: The audience is browser-first, heavily Windows desktop, older than Google's Vietnamese audience and weighted outside the two largest cities. This is the argument for the channel and also its limit. Products that sell to young mobile users in central Ho Chi Minh City do not become cheaper here, they simply reach fewer of them. We would rather establish that in the first conversation than after a quarter of spend. The account and the money: Coc Coc runs on a prepaid balance in dong with local invoicing, so budget is funded ahead rather than drawn down after the fact and a mid-month increase is a treasury action, not a slider. Nothing imports from Google; the account is built from scratch. Platform reporting is thinner than you are used to, so your order system stays the source of truth and our reporting reconciles to it rather than to the dashboard. What we refuse: We do not bundle browser, new tab or display placements into a search engagement. They spend faster than search and hide its results. We do not report placed orders as conversions in any document, including internal ones. We do not run the account for an advertiser with no Vietnamese-speaking team to make confirmation calls, because in this market the confirmation call is part of the conversion rate and no bidding strategy compensates for its absence. Who this is not for: Brands testing Vietnam with a month of budget and an English landing page. Brands whose margin cannot absorb a refusal rate above twenty per cent, where paid search should wait until the payment mix shifts toward prepaid. And any advertiser who wants a cost-per-acquisition figure quoted before delivered-order data exists, because the honest answer at that point is that we do not know and neither does anyone else.