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Alan Lao

Three differences between Naver Ad and Google Ads


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 Ads, called Naver Ad. However, Naver Ad is very different from Google Ads, 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 Ads supports 43 languages, and allows advertisers to target countries all over the world. On Google Ads, you can target very specific locations, such as cities or the radius around a business.

In contrast, Naver 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 Ads, there are the following match types: exact match, phrase match, broad match (and broad match modifier).

On Naver 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 Ad and Google Ads, download our free guide below.


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Alan Lao

Alan Lao

Media Campaign Manager at Webcertain
Alan Lao joined Webcertain in 2015 and is currently Media Campaign Manager in the Media department. He holds the Google AdWords, Yandex Expert and Google Analytics certificates, and is responsible for managing campaigns across Google, Yandex, Baidu, Naver, Yahoo, Bing and LinkedIn. Alan has almost two years of experience training top Chinese brands on how to manage their international campaigns. He is from Macao and has spent some years in Taiwan and in England. He speaks fluent Cantonese, Mandarin, and English.

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