The Naver Advertising Guide Part 3: Everything You Need to Know About Powercontent

Why is Naver Important?

Naver is a crucial platform for brands establishing their brand in Korea. It is the leader in Korean search engines, surpassing Google in usage rates. Naver functions as more than just a search engine. Naver is a comprehensive online ecosystem, integrating blogs, forums, shopping and news, shaping how Korean users engage with content.

For businesses, advertising on Naver is essential to gaining visibility in Korea. The platform provides various ad formats, including Site Search Ads (Powerlink Ads), Content Search Ads (Powercontent Ads), Branded Search Ads, Display Ads, and Shopping Ads etc. Each serves a unique purpose, from increasing visibility to driving conversions. Previously, we talked about Powerlink and Brand Search advertisements. This article focuses on Naver Brand Powercontent, an advertising format designed for non-intrusive brand awareness and education.

What is Powercontent and How Does it Benefit Foreign Brands?

Naver PowerContent is a (Pay-Per-Click) PPC based ad model, ideal for brands that want to list and boost their Naver blog articles on Naver SERP. It allows advertisers to promote blog-style content within Naver’s search results, making it an effective choice for brand awareness, education, and storytelling. You should use Powercontent when targeting users in the research and consideration phase, especially if your product or service requires explanation or trust-building. This format works well for most industries but especially travel, education, and lifestyle brands, where detailed content helps influence decision-making. It’s also a great option if you want a more organic, non-intrusive ad experience that blends seamlessly with Naver’s native content.

Key Benefits for Foreign Brands

• Enhances Brand Trust & Awareness – Appears like native content, making it more credible to Korean audiences.

• Lower Resistance Compared to PPC Ads – Users may be more likely to interact with content-based ads than traditional search ads.

• Effective for Research & Consideration Stages – Understands the behaviour of Korean consumers and leverages this understanding to engage with those who prefer in-depth content before making decisions.

• Ideal for SEO & Organic-Looking Ads – Blends seamlessly with Naver’s ecosystem, improving visibility without feeling intrusive.

• Opportunity for Brand Education – Allows foreign brands to educate their audience in a non-intrusive manner.

Visual: What are Naver powercontent ads? visual

Which Landing Page Does Powercontent Lead To?

Unlike traditional PPC ads that drive traffic to product pages, Powercontent ads direct users to high-quality content, such as:

• Naver Blogs & Cafes – User-generated content platforms where discussions and reviews are shared, similar to Quora or Reddit.

• Naver Post – A dedicated content-sharing platform where brands and individuals publish detailed articles and promotional insights

By driving users to content-first experiences, Powercontent enhances brand credibility and engagement, making it a valuable tool for foreign businesses.

Where Can You See Powercontent Ads?

Powercontent ads appear in high-visibility placements across Naver, including the Popular Articles section, Smart Block, and recommended content feeds.

1. Naver Integrated Search (PC & Mobile)

• Appears in the Popular Articles section and Smart Block in the search result page

• Also, exposed in the ‘Blog’ tab in the search result page

2. Naver Recommended & Content Sections (Mobile)

• Ads appear within News, KnowledgeIn (지식인), and Café.

• Not keyword-targeted; driven by content relevance.

How is Powercontent Charged? (Cost & Charging Model)

Powercontent follows a Post-Per-Click (PPC) model, meaning advertisers only pay when someone clicks on their ad. Advertisers can set bids for ad placements, but Naver’s ranking system determines which ads appear first based on multiple factors, including bid amount (which is still the most important factor), ad relevance, and user engagement metrics.

Naver uses an internal auction system to determine ad placement. Higher bids generally have a better chance of appearing in prime positions, but ad quality and engagement history also play a role. If an advertiser does not set a custom bid, Naver applies a default bid. A default bid is a pre-set amount used in place of a manually entered bid when one is not specified. This ensures that the ad remains eligible for placement in the auction process. Advertisers should review their bidding settings carefully to maintain control over their ad costs and visibility.

How to Create a Business Account as a Foreign Entity?

Foreign businesses looking to advertise on Naver must go through a manual verification process, which differs from the automated process available to local Korean companies. Businesses are expected to provide company registration documents and undergo approval by Naver’s advertising team. Waterbe specializes in guiding foreign companies through this process, ensuring a seamless setup.

Maximize Your Reach on Korean Search Engines with Powercontent

Powercontent offers businesses a competitive edge on Korean search engines by aligning with Naver’s preference for long-form, high-quality content. Unlike traditional ads that push direct sales, Powercontent fosters engagement by creating informative, captivating content that target audiences are interested in. By delivering valuable content through search and recommendation feeds, businesses can attract highly interested users, build credibility, and drive meaningful conversions.

Need help launching a Powercontent campaign? Waterbe specializes in Korean search engine marketing, ensuring your brand stands out on Naver and beyond. Get started with Powercontent today and establish a strong connection with your audience in Korea.