Naver Ads Introduces New Optimization Metrics
- Zohid | 조히드
- Dec 23, 2025
- 2 min read
Naver Ads now offers two new crucial optimization metrics — 광고 연관지수 (Ad Relevance Score) and 클릭 기대지수 (Click Expectation Score) — to help advertisers improve campaign performance in the AI-powered search environment. Learn how these metrics work and how to use them.
Naver Ads has announced a major update to its search advertising platform with the introduction of two new optimization metrics designed specifically for the AI-driven search environment. These indicators will provide advertisers with deeper insights into how well their campaigns are aligned with user intent and the relevance of landing pages.
Why Naver Ads Is Introducing These New Metrics
With the rollout of ADVoost (AI-driven search), Naver is shifting how search ads are evaluated. Instead of legacy quality indicators, the focus now is on the relationship between the searcher’s intent, the landing page content, and the ad creative. This shift reflects broader industry trends in which AI interprets semantic relevance and contextual alignment across campaign components.
The new metrics aim to help advertisers:
Better understand the relevance of their ad keywords relative to landing page content.
Evaluate the effectiveness of ad creatives in attracting user clicks.
Optimize campaigns more precisely based on data that reflects actual user search behavior.
New Optimization Metrics Explained
Naver Ads now includes two metrics in the Power Link campaign keyword tab:
광고 연관지수 (Ad Relevance Score)This metric evaluates the semantic alignment between the registered keyword and the content of the landing page. Scores range from 1 to 10:
1–3: Needs improvement
4–6: Average
7–10: Good relevance
High relevance scores suggest that the landing page content closely matches user search intent and the keyword context.
클릭 기대지수 (Click Expectation Score)
This score estimates how likely an ad creative is to elicit a click from users. It evaluates attractiveness based on keyword relevance, creative quality, and contextual cues. Scores also range from 1 to 10, with higher scores indicating better expected performance.
How These Metrics Are Used
These indicators help advertisers make more informed decisions when:
Comparing performance between different landing pages connected to the same keyword.
Testing multiple creatives in a campaign to determine which is more compelling.
Prioritizing content or ad revision strategies based on which assets are underperforming.
However, Naver emphasizes that a high score does not guarantee the top position in search results. Ad ranking continues to be influenced by bid, click-through performance, and competitive dynamics in addition to these new scores.
What Happens to the Old Quality Score?
The traditional quality score, which incorporates factors like search term match, ad effectiveness, and competitive landscape, will be phased out by mid-2026 as the platform fully transitions to AI-enhanced search. Advertisers can still view the old score via user-configured settings for comparison while they adapt to the new metrics.
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