Naver Search Ad Update: Mastering the New Optimization Metrics for 2026

Zohid | 조히드
5 days ago
3 min read

If you are running a Naver Search Ad campaign, the game is changing.

Naver has officially announced a significant shift in how they evaluate and optimize Site Search Ads (Powerlink). With the integration of their AI-powered search technology, ADVoost, Naver is moving away from the traditional "Quality Index" and introducing two new, actionable optimization metrics.

For advertisers and agencies aiming to stay ahead in the Korean market, understanding these changes is critical. In this guide, we break down the new Naver Search Ad optimization metrics and how you can use them to boost your campaign performance.

Why the Change? Enter ADVoost

Naver is transitioning to an AI-driven environment known as ADVoost. Unlike the old system that relied heavily on simple keyword matching, ADVoost uses AI to understand the context and intent behind a user’s search.

To align with this, Naver needs metrics that measure how well your ad matches that specific intent. The goal is simple: ensure that the keyword, the ad creative, and the landing page are deeply connected.

The Two New Optimization Metrics

In December, 2025, Naver introduced two key metrics to the Powerlink (Naver Search Ad) campaign dashboard:

1. Ad Relevance Score (광고 연관지수)

This metric measures the connection between your keyword and your landing page content.

What it tracks: Does your website actually deliver what the user searched for? ADVoost analyzes your URL's content to see if it satisfies the intent behind the keyword.
The Scale: 1 to 10.
- 7-10 (Good): Your landing page is highly relevant.
- 4-6 (Average): Acceptable, but room for improvement.
- 1-3 (Needs Improvement): Your page content does not match the keyword well.

Optimization Strategy: If your score is low, you don’t necessarily need to change your bid. Instead, look at your landing page. Does a user searching for "Winter Padding" land on a generic homepage or a specific product page? Segment your URLs so that specific keywords land on highly relevant pages.

2. Expected Click Index (클릭 기대지수)

This metric predicts how likely users are to click your ad based on your creative elements (headline, description, images).

What it tracks: How attractive is your ad copy? Is it relevant to the search context? This measures the "clickability" of your ad creative relative to the keyword.
The Scale: 1 to 10 (same structure as above).

Optimization Strategy: A low score here means your ad isn't grabbing attention. Test different headlines, update your images to higher resolution, or refine your ad copy to highlight specific benefits (like "Free Shipping" or "24-hour Delivery") that match the user's immediate need.

Goodbye, Quality Index?

Yes, but not immediately.

The traditional Quality Index (품질지수)—which many Naver Ad managers have relied on for years—is being phased out.

Current Status: It will still be viewable as an optional column.
Future Outlook: Naver plans to discontinue the Quality Index entirely by the first half of 2026.

This signals a clear move: Naver wants you to focus less on "gaming" a generic score and more on the actual user experience (Relevance and Click-Through).

Actionable Tips for Naver Search Ad Optimization

To prepare for this update, audit your current Naver Search Ad campaigns using this checklist:

Map Keywords to Specific URLs: Stop sending all traffic to your home page. If you have a keyword for "Red Sneakers," ensure the URL links directly to the red sneakers category.
A/B Test Ad Creatives: Use the Expected Click Index to identify weak ads. Rotate new copy and images for underperforming keywords.
Check the "Diagnose URL" Tool: Naver provides a URL diagnosis tool. Use it to ensure their AI bots can properly crawl and index your landing page content.

Conclusion

The introduction of these new metrics is a positive step for transparency. It tells advertisers exactly where they are failing—whether it's the ad copy (Expected Click Index) or the website content (Ad Relevance Score).

By aligning your Naver Search Ad strategy with these AI-driven insights, you won't just improve your scores; you'll improve your conversion rates.

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