If you’re planning to advertise in South Korea, then you need to know how to make the most of the local search engine, Naver.
Naver has an advertising platform that is equivalent to Google AdWords, called Naver Search Ad. However, Naver Search Ad is very different from Google AdWords, so if you are to succeed, then you need to learn how to use it properly.
Here are three things you need to be aware of if you want to succeed at PPC on Naver.
1. Languages and location targeting
Google AdWords supports 43 languages, and allows advertisers to target countries all over the world. On Google AdWords, you can target very specific locations, such as cities or the radius around a business.
In contrast, Naver Search Ad only supports the Korean language and the location targeting options are much more limited. You can target 17 regions within South Korea, and there is also an “Outside Korea” option. However, this cannot be broken down into regions or countries.
2. Where ads are shown
On Google, adverts show on the search results page, above the organic results. Up to 4 ads can appear here. They can also show on the Google Search Network and the Google Display Network, if these options are selected by the advertiser.
In contrast, on Naver, ads can appear on the search results page, Naver search portal, Naver search partners and content sites. Within the search results page, up to 10 ads can appear in the Power Link area near the top of the page, and up to 5 ads can appear in the Biz Site area near the bottom of the page.
3. Match types
On Google AdWords, there are the following match types: exact match, phrase match, broad match (and broad match modifier).
On Naver Search Ad, however, there is only one match type – exact match. Therefore, when you conduct keyword research for Naver, you need to add as many relevant keywords as possible. However, there is an option called Keyword Expansion (Beta), also known as Keyword Plus, which basically functions as a broad match, bringing in search terms which are related to your keywords.
I hope this has given you a useful introduction to Naver PPC. For more in-depth information on the differences between Naver Search Ad and Google AdWords, download our free guide below.
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