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News about digital marketing in Korea

Naver, Daum and Google search ads overview with graphs – digital marketing in Korea (updated)

Daum Search Engine Result Page example

1. What are the most used search portals / apps in Korea

Rank

ServiceUnique visitors (desktop)Unique visitors (mobile)

Unique visitors (total)

1

Naver2,8512,285

5,136

2

Google1,2532,115

3,368

3

Daum2,046775

2,821

Note: the blue part of the column represents the number of unique visitors on PC, while the red part of the column represents the number of unique visitors on mobile. Why this discrepancy between PC and mobile? This may have to do with the fact that Google is the default search engine on many smartphones (and browser Chrome).

2. About Naver and Kakao

Source: Korea Herald

3. PPC comparison Naver and Daum

Ads

 NaverDaum
Text adsYesYes
Contextual adsYesYes
Display adsShoppingShopping
Shopping adsYesYes
Special ads (brand search)YesYes
DKI (dynamic keyword insertion)YesYes
HeadlineMax. 15 charactersHeadline + subject max. 60 characters
SubjectMax. 45 charactersHeadline + subject max. 60 characters
View URLUncustomizableUncustomizable
Click URLStandardStandard

Simple settings

 NaverDaum
RegionInside Korea, city, province, outside KoreaN/A
Ad schedule by day and hourYesYes
Search network / partners, affiliate websitesYesYes
Desktop weighted valueYesYes
Mobile weighted valueYesYes

Advanced settings

 NaverDaum
Webmaster tagsYesYes
Analytics tagsYesYes
TargetWebsite, online store, phone number, locations, Naver Booking, Naver Talk Talk, Contents (Blog, Post, Cafe)Website, Mobile App Tracking (MAT)
Tracking (URL parameter)UTM, auto tracking, referrer tracking, 3rd party, e.g. cidUTM tags
RetargetingN/AYes
Conversion trackingYesYes
ExtensionsYesYes
IP exclusionYesYes

Features

Ad extensions

 NaverDaum
Phone numberYesYes
LocationYesN/A
BookingYesN/A
CalculatorYesYes
SubtitleYesN/A
Promotional textYesN/A
Sub linkYesYes
Price linkYesN/A
KakaoTalkYesYes

Naver ad extensions

  • Phone number
  • Locations
  • Naver Booking
  • Calculation
  • Subtitle
  • Promotional text
    • 14 characters
  • Sublink
    • 3-4 links
    • 6 characters
  • Price link
    • 1-3 prices
    • 11 characters

Daum ad extensions

Desktop

  • Link to KakaoTalk account:

Mobile

  • Phone
  • Calculator
  • KakaoTalk
  • Sublinks

Naver brand search

Naver Desktop View Brand Search Example

Daum brand search

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