(The year of 2011 is important one for Naver as they stand soley with their own business platform.)
Naver is the most popular search portal in South Korea with 70% Market share compared to 2% of Google. It has been very important to have Naver in their digital and SEM (Search engine marketing) media plan for the marketers targeting Korea. Recently (Sep 2010) Naver announced that they are no longer with Overture partnership in their SEM. It means that we should know how Naver works from 2011 onwards to be at the top of the first search result page (SERP).
Basically, there isn’t so new and different from using Google AdWords to Naver Keyword Ads in terms of the algorithm. But there are things which might not be familiar with the Google advertisers.
1. There are 3 different types of listings for one query in Search
As of now, there are 4 different listings in a result page for one query in Naver which are Sponsor link, Power link, Plus link and Biz site. (Please see attached image below for Naver SERP) Sponsor link is the section at the top of the search result page which liaised with Overture Korea. This will be removed from 2011 Jan onwards. Green colored section is so called paid search listings. 3 of those sections have different bidding algorithms and different guidelines.
2. You can buy keywords with 100% coverage for 7days without rank change.
There is a keywords auction which ends on every Wednesday 3pm. Once auction is finish, your keywords start expose accordingly for 1 week without rank changes at a fixed total cost.
Each keyword will have a different starting bid calculated based on the average CPC and the total expected number of clicks for 7days.
3. There are 3 different sections for Content match.
As mentioned, search listing have 3 different variations depending on the bidding system, order in SERP and ad text guidelines. Network ad(content match) also has 3 different sections you can choose. Those are Jisik In, Blog and other partners' sites. Jisik In is a section similar to Ask.com and has been a crucial part of Naver properties which is created by the Naver users themselves in terms of answer and questions. Your ads will be placed under the answers of the Jisik In which related to your web site contents.
Naver has Quality Index, Smart bid and Keywords insertion functions which work pretty much along the similar (not same) way that Google does. If there is more question, please let me know. I will write up more.
Naver is the most popular search portal in South Korea with 70% Market share compared to 2% of Google. It has been very important to have Naver in their digital and SEM (Search engine marketing) media plan for the marketers targeting Korea. Recently (Sep 2010) Naver announced that they are no longer with Overture partnership in their SEM. It means that we should know how Naver works from 2011 onwards to be at the top of the first search result page (SERP).
Basically, there isn’t so new and different from using Google AdWords to Naver Keyword Ads in terms of the algorithm. But there are things which might not be familiar with the Google advertisers.
1. There are 3 different types of listings for one query in Search
As of now, there are 4 different listings in a result page for one query in Naver which are Sponsor link, Power link, Plus link and Biz site. (Please see attached image below for Naver SERP) Sponsor link is the section at the top of the search result page which liaised with Overture Korea. This will be removed from 2011 Jan onwards. Green colored section is so called paid search listings. 3 of those sections have different bidding algorithms and different guidelines.
There is a keywords auction which ends on every Wednesday 3pm. Once auction is finish, your keywords start expose accordingly for 1 week without rank changes at a fixed total cost.
Each keyword will have a different starting bid calculated based on the average CPC and the total expected number of clicks for 7days.
3. There are 3 different sections for Content match.
As mentioned, search listing have 3 different variations depending on the bidding system, order in SERP and ad text guidelines. Network ad(content match) also has 3 different sections you can choose. Those are Jisik In, Blog and other partners' sites. Jisik In is a section similar to Ask.com and has been a crucial part of Naver properties which is created by the Naver users themselves in terms of answer and questions. Your ads will be placed under the answers of the Jisik In which related to your web site contents.
Naver has Quality Index, Smart bid and Keywords insertion functions which work pretty much along the similar (not same) way that Google does. If there is more question, please let me know. I will write up more.
