What Is Broad Match Keyword in Naver Search Ads?
Naver Search Ads have introduced Broad Match Keyword, a powerful AI-driven feature under the ADVoost brand. The name ADVoost combines 'AD' + 'Value' + 'Boost', reflecting its purpose—to enhance informational value for users while improving advertising performance for businesses.
Broad Match Keyword leverages AI technology to analyze user search queries and their relevance to your ad, expanding the range of potential searches that can trigger your ad. This means your ad has a higher chance of being displayed to potential customers, even if they use search terms that are not an exact match with your selected keywords.
How to Enable Broad Match Keyword in Naver Search Ads platform?
You can manage this feature in Powerlink (Search) Campaigns by navigating to: Ad Group Settings > Advanced Options > Broad Match Keyword (확장 검색) . By default, Broad Match Keyword is enabled, but you can switch to Exact Match if you prefer tighter control over your keyword targeting. Note that changes may take up to four hours to reflect in the system.
Benefits of Broad Match Keyword
1. Increased Ad Visibility to Potential Customers
Traditionally, in Naver Search Ads, advertisers had to manually register only exact match keywords to ensure their ads were displayed. However, Broad Match Keyword allows AI to automatically match relevant search queries to your ad. For example, if you sell cat food, your ad may appear for related searches like “best cat diet” or “kitten nutrition” even if you haven’t specifically registered those keywords.
This feature ensures your ads reach a broader audience, maximizing exposure without requiring constant manual keyword updates.
2. Higher Conversion Rates
Broad Match Keyword increases the likelihood of your ad being shown to users who genuinely need your product or service. Since AI analyzes search intent, users who click on your ad are more likely to find the content relevant, leading to higher engagement and conversion rates.
For example, if a user searches for “healthy cat food for weight loss,” and your landing page offers diet-friendly cat food, the AI will recognize the relevance and display your ad—leading to a more qualified click and potential purchase.
3. Improved Ad Management Efficiency
With Broad Match Keyword, there’s no need to manually discover and register every possible keyword variation. Additionally, automated bidding (beta) is supported. Advertisers can set a budget cap specifically for Broad Match Keyword, and the system will automatically adjust bids to maximize clicks within the allocated budget. This makes managing Naver Search Ads more efficient and reduces the burden of manual optimizations.
How Broad Match Keyword Works?
The table below summarizes how Broad Match Keyword in Naver Search Ads functions:
Category | Details |
Target Keywords | - Broad Match Keyword primarily targets keywords related to the content on the ad’s destination URL. - It also considers keywords registered in the ad group, as well as titles and descriptions from the ad creative. - Keywords eligible for Broad Match Keyword are marked with the "Broad Match Keyword" attribute. If a keyword is already registered in the ad group, it will be shown as an exact match. - Initially, this feature applies to search queries with verified business demand or those with relatively low ad competition. The scope will gradually expand over time. |
Target Webpages | - Broad Match Keyword applies to landing pages registered in Naver Site Search Ads, including those set within ad groups and creatives. - It utilizes Naver Ads' Web Content Crawling System to analyze page content and expand keyword relevance. - However, this feature does not extend to other subpages within the website—only the specific landing page URL is analyzed. |
Applicable Placements | - Broad Match Keyword is currently available on "Naver mobile and desktop placements only. - Additional placement expansions may be introduced in the future. |
Final Thoughts
If you’re running Naver Search Ads, utilizing Broad Match Keyword can significantly enhance your ad performance by increasing reach, improving conversions, and reducing manual workload. By leveraging AI-driven keyword expansion, you ensure that your ads are displayed to the most relevant users at the right time.
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