Compared to Google Ads, what is a unique characteristic of Naver's algorithm regarding keyword matching that requires a different campaign strategy?

A unique characteristic of Naver's algorithm compared to Google Ads is its stronger reliance on exact match and phrase match keywords, and a more conservative interpretation of broad match. In Google Ads, broad match can trigger ads for searches that are only loosely related to the targeted keyword, potentially reaching a wider audience but also wasting budget on irrelevant clicks. Naver's broad match, while still broader than exact or phrase match, tends to be more closely tied to the core meaning of the keyword. This means a Naver broad match campaign will likely generate fewer impressions and clicks compared to a Google Ads broad match campaign using the same keywords. Therefore, a different campaign strategy is required: on Naver, it's often more effective to start with a foundation of exact and phrase match keywords to ensure relevance and control ad spend, and then strategically expand to broad match with careful monitoring and negative keyword implementation. This approach ensures that budget isn't wasted on irrelevant searches, and the campaign maintains a high level of relevance to the target audience. Failing to adjust for this difference can lead to poor performance and inefficient ad spend on Naver.