In 2025, Naver continues to be the leading search engine and digital platform in South Korea, making it an essential tool for brands seeking to expand their reach in the country. As one of the most influential tech companies in Korea, Naver offers a comprehensive advertising ecosystem that enables businesses to effectively engage with South Korean consumers. For international brands aiming to tap into the South Korean market, understanding how to run successful ads on Naver is crucial to driving engagement and boosting sales. This guide explores what Naver is, why you should advertise on it, and how to optimise your campaigns for maximum impact.

What is Naver and Why Should You Run Ads on Naver?

Naver is South Korea’s dominant search engine and web portal, which has evolved far beyond its initial search capabilities to become a central hub for news, blogs, shopping, and entertainment. With millions of users searching for everything from shopping recommendations to local services daily, Naver is often referred to as “the Google of Korea.”

As an international brand, Naver is the ideal platform to advertise on if you want to reach South Korean consumers. The majority of Koreans rely on Naver for information, recommendations, and services, making advertising here an excellent way to access a vast, highly engaged audience. In addition to search ads, Naver offers opportunities for display ads, native ads, and content-driven strategies, creating a complete platform for digital marketing.

Factors That Influence Naver Ads and the Naver Algorithm

Understanding the factors that influence Naver Ads and its algorithm is essential to optimising your campaigns for success. Naver’s advertising system operates on a bidding model, much like Google Ads, where advertisers bid for placement on search results, display networks, and other parts of the platform.

The Naver algorithm focuses primarily on relevance, quality, and user engagement. Here are the key factors influencing ad performance on Naver:

1. Keyword Relevance: As with Google, Naver prioritises ads that are closely related to search queries and user interests. The more relevant your keywords are to a user’s search, the more likely your ad is to be shown.
2. Quality of Ad Content: Naver places great emphasis on the quality and user experience of your ad. Ads that are well-written, creative, and provide value are more likely to rank higher in searches or display areas.
3. User Engagement: The more users interact with your ad (clicks, shares, comments), the greater the likelihood that your ad will be shown again. Naver’s algorithm rewards ads that generate strong engagement.
4. Bid Amount: While bidding higher can increase your ad’s visibility, it doesn’t guarantee success. A high bid must be accompanied by relevant and high-quality ad content to make an impact.
   

Types of Naver Ads

Naver offers a variety of ad formats, each catering to different marketing objectives. Here are the most common types of ads available:

1. Search Ads: These ads appear at the top or bottom of search results when users search for relevant keywords. They function similarly to Google’s text ads and are ideal for driving traffic to your website.
2. Display Ads: Naver’s display ads are banner-style ads that appear across various sections of the platform, including news articles, blogs, and shopping pages. These are great for building brand awareness and increasing visibility.
3. Smart Banners: These dynamic display ads adjust their content based on user behaviour and interests. They are highly personalised, increasing the likelihood of engagement.
4. Native Ads: Native ads blend seamlessly with Naver’s content and appear within news articles, blog posts, or search results. These ads are less intrusive, making them ideal for generating engagement without disrupting the user experience.
5. Shopping Ads: For e-commerce brands, Naver Shopping Ads offer an effective way to showcase products directly on the platform’s shopping section. These ads are shown to users who are actively shopping, making them ideal for driving conversions.
6. Video Ads: Naver also offers video ad placements on platforms like Naver TV and other video properties, making them perfect for storytelling and engaging with users visually.
   

Creating Creative and Well-Written Ads

To succeed with Naver Ads, creativity and high-quality ad copy are essential. South Korean consumers have high expectations for ads, often expecting them to be informative, engaging, and visually appealing. Here are some tips for creating effective Naver ads:

1. Clear and Concise Copy: Your ad copy should clearly communicate what your product or service offers. Avoid jargon, and focus on direct messaging that resonates with South Korean audiences.
2. Tailor to Local Preferences: Ensure your ad content is culturally relevant. South Korean consumers appreciate local references, trends, and consumer behaviours. Work with local experts to ensure your ads are culturally sensitive and appealing.
3. Strong Call to Action (CTA): A compelling CTA is critical for driving conversions. Use action-oriented language such as “Shop Now” or “Learn More” to encourage users to take immediate action.
4. High-Quality Visuals: South Koreans are particularly visually driven, especially on platforms like Naver. Use clean, high-quality images or videos that align with your brand identity.
   

Understanding Naver Ad Specifications

Each ad format on Naver comes with its own set of specifications that must be followed to ensure your ad displays correctly. Below is a quick overview of key specifications for popular ad types:

• Search Ads: Character limits typically range between 25-30 characters for headlines and up to 80 characters for descriptions. Ensure your copy fits within these limits while maintaining clarity.
• Display Ads: Image dimensions vary depending on the ad size, but standard sizes include 300x250px, 728x90px, and 160x600px. Ad creatives should be high-resolution and visually engaging.
• Shopping Ads: Product images should be clear and high-quality, meeting Naver’s image size requirements (usually 600x600px). Product titles and descriptions must be concise and keyword-rich.
• Video Ads: Videos should typically last between 15-30 seconds for optimal engagement. Make sure they load quickly and are optimised for mobile viewing.
  

Analytics, Benchmarks, and Optimisation

Once your Naver ads are live, monitoring performance is critical to refining your strategy. Naver offers comprehensive analytics tools that allow you to track essential metrics such as impressions, clicks, conversions, and cost-per-click (CPC). Monitoring these metrics enables you to adjust your campaigns in real-time to optimise ROI.

Key Metrics to Track:

1. Impressions: The number of times your ad is displayed.
2. Click-Through Rate (CTR): The percentage of users who click on your ad after viewing it.
3. Conversion Rate: The percentage of users who take the desired action after clicking on your ad, such as making a purchase.
4. Cost-Per-Click (CPC): The average cost for each click your ad receives.
5. Return on Ad Spend (ROAS): This key metric measures the revenue generated compared to the cost of the ad.
   

Optimisation Tips:

• A/B Testing: Test different versions of your ad copy, headlines, creatives, and CTAs to identify which performs best.
• Adjust Bids: If your ad isn’t receiving enough impressions, consider increasing your bid for high-performing keywords.
• Refine Targeting: Naver offers advanced targeting options, including demographic, geographic, and behavioural targeting. Ensure your ad reaches the most relevant audience.
  

Conclusion

Running ads on Naver in 2025 presents a valuable opportunity for international brands to break into the South Korean market. By understanding Naver’s ad formats, optimising your ad content, and leveraging Naver’s powerful analytics tools, you can significantly enhance your brand’s visibility and engagement. Whether you’re running search ads, display ads, or using video content, the key to success lies in understanding local consumer preferences, creating high-quality content, and refining your strategy with data-driven insights.

Implement Naver Ads into your social media strategy and watch your brand grow in South Korea. At Charlesworth, we specialise in helping international brands target the right audience and create effective digital strategies, ensuring your Naver campaigns deliver outstanding results.