Here’s a clear, side-by-side explanation of how Search Ads work on Shopee, Lazada, TikTok, and Google, with how you set them up, how you pay, and when they are useful — especially for sellers like your STABILO store. ✍️
🔎 1) Shopee Search Ads (Keyword Ads)
How it works
When a buyer searches in Shopee, your product can appear at the top of search results if you bid on that keyword.
What you do (seller side)
- Choose products to promote
- Select keywords (auto or manual)
- Set bid per click
- Turn on campaign
How you pay
👉 CPC (Cost Per Click) — you pay only when someone clicks your product.
Example
User searches: “STABILO whiteboard marker”
Your listing appears at the top with a “Sponsored” label.
Good for
- Boosting visibility
- New products
- Competitive categories
🔎 2) Lazada Search Ads (Sponsored Discovery / Sponsored Search)
How it works
Very similar to Shopee — your products show up first when people search.
What you do
- Pick products
- Choose keywords (auto or manual)
- Set daily budget
- Set bid
How you pay
👉 Also CPC (pay per click)
Extra on Lazada
Lazada often pushes ads harder in:
- Flash Sale
- LazMall campaigns
- Big sale days (9.9, 11.11, 12.12)
🔎 3) TikTok Search Ads (Shop Search / In-Feed Search)
TikTok is a bit different — it mixes search + content.
Two ways your ads can appear:
(A) In TikTok Search
If someone searches in TikTok:
👉 “best whiteboard marker”
Your TikTok Shop product or video can appear in search results.
(B) In-Feed Ads (with search intent)
Your ad video appears in the user’s feed, but is shown to people who:
- Recently searched similar keywords
- Engaged with similar content
How you pay
Usually CPC or CPM (cost per 1,000 views) depending on setup.
Good for
- Young audience
- Product demos
- Live selling + ads combo
🔎 4) Google Search Ads
This is the most “classic” search advertising.
How it works
Your ad appears above Google search results when people search.
Example
User searches:
👉 “buy STABILO 2B pencil Singapore”
Your ad might show:
STABILO Official Store – Buy Online | Fast Delivery
What you do
- Choose keywords
- Write ad text
- Set budget
- Set bids
How you pay
👉 CPC (pay per click)
Best for
- Brand awareness
- High-intent buyers
- People searching outside Shopee/Lazada
🆚 Quick Comparison Table
| Platform | Type | Where Ad Shows | Payment |
|---|---|---|---|
| Shopee | Marketplace Search | Shopee search results | CPC |
| Lazada | Marketplace Search | Lazada search results | CPC |
| TikTok | Search + Video | TikTok search & feed | CPC / CPM |
| Search Engine | Google search results | CPC |
