PPC comparison: Naver vs. Daum

Korea search engines Naver Daum Google
Want to promote your company in Korea? There are two portals, Naver and Daum that are both very popular. Many people use them daily for shopping, to read emails, news, find info about real estate and browse their social networks (Naver or Daum Cafe). To start a digital marketing campaign, I will give an overview of advertising in both of them. This article consists of three parts:
  1. What are the most used websites / apps in Korea
  2. Background info about Naver and Kakao (the holding company of both Daum and messaging app KakaoTalk)
  3. A comparison of Naver and Daum pay per click (PPC) online advertising systems

For more info about advertising in Korea / Naver, go to eBook and download the eBook and media kits.

1. Search portals / apps in Korea

So, what are the most popular websites in Korea (November / December 2017)? According to three different sources, we get three different results! (Follow the link for an earlier blog post about Korean search portals.)

Rank
1
youtube.com
naver.com
naver.com
naver.com
2
google.com
google.co.kr
daum.net
daum.net
3
naver.com
daum.net
tistory.com
11st.co.kr
4
google.co.kr
youtube.com
youtube.com
google.co.kr
5
facebook.com
google.com
google.com
gmarket.co.kr

Note: Unlike Alexa, Similarweb does not add statistics from subdomains (like news.naver.com, sports.naver.com, shopping.naver.com etc.) to top-level domain Naver.com. Alexa, Similarweb and Nielsen Koreanclick all make the distinction between google.com and google.co.kr.

Below are the numbers from Nielsen Koreaclick, data is from November 2017:

Rank
Service
Unique visitors (PC)
Unique visitors (mobile)
Unique visitors (total)
1
Naver
29,157,444
14,517,858
43,675,302
2
Google
21,324,091
14,486,551
35,810,642
3
Daum
21,541,160
9,425,468
30,966,628

Note: “Google” traffic is from both google.com and google.co.kr. In a chart, the data looks like this:

Korea search portals unique visitors Nov 2017 - Naver, Google, Daum
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. According to Nielsen Koreaclick, the three most popular websites in Korea for searching the web are Naver, Daum and Google. Google may have more unique visitors, people spend more time on Daum and it has more pageviews. (The demographic that uses Daum is older.)

PC

Source: Nielsen Koreaclick

 Mobile

Source: Nielsen Koreaclick

 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 (Chrome).

2. About Naver and Kakao

 “Advertising accounted for 73% of Naver’s total sales” for Q2 in 2017. It saw a “solid gain” in mobile ad revenue. It takes almost 20% of all e-commerce revenue in Korea, thanks to the diversity of its shopping channels and user friendly online payment system (Naver Pay). In Q3 this year growth in overseas sales (mostly by messaging app Line and mobile ads) increased earnings for Naver.

For Kakao, 36.5% of its sales consists of ad revenue (534 billion won, 2016). Mobile games and music content are its fastest growing business units (702 billion won). Kakao also owns one of Korea’s few Internet only banks (Kakao Bank) and a cryptocurrency exchange (Upbit). (Follow the link for a more detailed profile of Kakao.) Both Naver TV and Kakao TV are making efforts to capture market share from YouTube in Korea. Through YouTube, Google gets a lot of ad revenue while Naver leads in PC and mobile ads.

Source: Korea Herald

3. PPC comparison Naver and Daum

There are already many articles about Naver PPC (official name: Search Ad) and the differences between Google AdWords and Naver Search Ad. Therefore, this blog post is about the differences between Naver and Daum PPC. Follow the link for an introduction of Naver Search Ad in English. The categories that I compare Naver and Daum with are: ads, simple settings, advanced settings, features and ad extensions. Images of the ad extensions and examples of brand search are at the end of this blog post.

Ads

 
Naver
Daum
Text ads
Yes
Yes
Contextual ads
Yes
Yes
Display ads
Shopping
Shopping
Shopping ads
Yes
Yes
Special ads (brand search)
Yes
Yes
DKI (dynamic keyword insertion)
Yes
Yes
Headline
Max. 15 characters
Headline + subject max. 60 characters
Subject
Max. 45 characters
Headline + subject max. 60 characters
View URL
Uncustomizable
Uncustomizable
Click URL
Standard
Standard


Simple settings

 
Naver
Daum
Region
Inside Korea, city, province, outside Korea
N/A
Ad schedule by day and hour
Yes
Yes
Search network / partners, affiliate websites
Yes
Yes
Desktop weighted value
Yes
Yes
Mobile weighted value
Yes
Yes


Advanced settings

 
Naver
Daum
Webmaster tags
Yes
Yes
Analytics tags
Yes
Yes
Target
Website, 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. cid
UTM tags
Retargeting
N/A
Yes
Conversion tracking
Yes
Yes
Extensions
Yes
Yes
IP exclusion
Yes
Yes


Features

 
Naver
Daum
Keyword analysis
Semantic
Semantic
Browser
Internet Explorer
Internet Explorer
Language
Korean + English
Korean
Submit URL for site review
Yes
Yes
Payment
Korean bank transfer
Korean bank transfer, Kakao Pay


Ad extensions

 
Naver
Daum
Phone number
Yes
Yes
Location
Yes
N/A
Booking
Yes
N/A
Calculator
Yes
Yes
Subtitle
Yes
N/A
Promotional text
Yes
N/A
Sub link
Yes
Yes
Price link
Yes
N/A
KakaoTalk
Yes
Yes

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 

 

Daum brand search

 

Leave a Reply

Your email address will not be published. Required fields are marked *