If you’re a global brand dreaming of success in Korea, you cannot achieve it without mastering Naver Shopping Ads. At the DAN24 Conference held at COEX on November 11, 2024, Yoon-Sook Lee, Head of Naver’s Shopping Business Division, stated that Naver Shopping is undergoing its biggest transformation since the launch of its price comparison service in 2003. (Source: Brunch Story)
Today, we’ll provide a complete analysis of the three critical strategies you must know for Naver Shopping Ads in 2025.
Why Naver Shopping Ads Now?
Naver holds an absolute position in Korea’s online shopping market. On a platform that can turn 54 million+ Naver users into potential customers, you cannot survive the competition without a proper advertising strategy.
Check out our recent blog post about Naver Marketing 101.
The most common mistake global brands make is understanding Naver Shopping Ads as simple ‘keyword advertising.’ In reality, it’s a much more sophisticated and systematic three-tier structure, and you can only maximize ROI by understanding each component’s characteristics.
Strategy 1:
Complete Mastery of 3 Shopping Search Ad Types
Naver Shopping Search Ads are divided into three main types: Shopping Mall Product Type, Product Catalog Type, and Shopping Brand Type. The first two are seller-managed, while the third is brand-managed through a dedicated package. (Source: Naver Ads Center)
1-1. Shopping Mall Product Type: Direct Sales Connection Strategy
Shopping Mall Product Type is the most direct sales-connecting advertisement. Without needing to select keywords, products already exposed in Naver Price Comparison and Naver+ Store are displayed at the top of each shopping area in Naver’s integrated search results.
- Only products already registered on Naver Shopping can be advertised
- The most clearly measurable ROI advertising type
- Ads link users directly to the product detail page, minimizing conversion steps
1-2. Product Catalog Type: Brand Awareness Expansion
Product Catalog Type shows multiple products at once when specific keywords are searched. It’s highly effective as an initial entry strategy for global brands as it can effectively expose various product lines.
- Optimize with brand name + product category keyword combinations
- Excellent for brand awareness expansion when launching new products
- Utilize for proactive marketing of seasonal products
1-3. Shopping Brand Type: Brand Story Communication
Shopping Brand Type Ad is a dedicated brand-package format that appears in Naver Shopping search results, letting you showcase your official store content and key product lineup at a glance. (Source: Naver Ads Center)
- Optimized for delivering brand story and values
- Expand market share by bidding on competitor brand keywords
- Strengthen premium brand positioning
Strategy 2:
Maximizing Smart Store Integration Synergy
Since 2024, Naver has significantly strengthened the integration between Smart Store and shopping advertisements. Starting April 17, 2024, recommended ads utilizing AiTEMS (PC/Mobile) are displayed on Smart Store and Brand Store pages. (Source: Naver Ads Center)
2-1. How to Utilize AiTEMS Recommended Ads
Naver’s AI-based recommendation system enables targeting beyond simple keyword matching.
- Smart Store detail page optimization directly affects advertising performance
- Product descriptions, images, and review data are core elements of AI recommendation algorithms
- Expanded cross-selling and upselling opportunities
2-2. Essential Smart Store Setup Checklist
The area global brands most often overlook is the basic Smart Store setup.
- Localization of Korean product names and descriptions
- Integration with Naver Pay payment system
- Brand story translation customized for the Korean market
Strategy 3:
Integrated Search Exposure Ranking Optimization
To advertise effectively, you must understand Naver’s search structure, which displays in the order of Brand Search, Powerlink Ads, then Shopping/Content.
3-1. Understanding Search Exposure Priority
You must accurately understand the position and order where shopping ads appear in Naver’s integrated search to enable efficient budget allocation.
Exposure Optimization Strategies:
- Secure top exposure with brand search ads
- Appropriate combination of Power Link and shopping search ads
3-2. Keyword Bidding Strategy Optimization
Rather than simply aiming for top exposure with high bids, you need a smart bidding strategy that considers quality scores and relevance.
Practical Bidding Guide:
- Brand keywords: Exclusive exposure with high bids
- General keywords: Efficient bidding through quality score optimization
- Long-tail keywords: High conversion rates in low competition
SEO Tip: We have additional resources to help you navigate SEO with ease. Check out our blog posts and download our Korean SEO checklist.
[Related blog post]
2025 Naver Shopping Ads Trend Forecast
Naver continues to strengthen its AI-based personalized advertising system. Moving forward, the core will be sophisticated targeting that comprehensively analyzes users’ search patterns, purchase history, and interests, beyond simple keyword advertising.
Why You Need to Start Right Now
In this transformation, strategic approaches must differ based on brand size and circumstances. While large corporations can leverage brand power for premium positioning and top-exposure strategies, small and medium businesses need to find cost-effective strategies that maximize results with targeted resource allocation on Naver. We’re here to help you unlock these strategic opportunities and accelerate your growth journey.
You Don’t Just Need Ads. You Need a Strategy.
Naver Shopping Ads may seem simple, but they’re actually a very complex system. To achieve real results, you need more professional and practical know-how.
You’re not alone
This 90-day playbook shows you exactly where to pivot and how.
